Small Business Saturday, started by the American Express credit card company 12 years ago, will return Nov. 27, bolstered by an increase in OOH advertising, according to a company press release.

The campaign, part of the company's goal to drive $100 billion in reported consumer spending at small businesses from 2021 through 2025, features a series of initiatives to drive consumers to Shop Small during the holiday season, including:

  • New nationwide marketing campaign and ways to Shop Small as well as downloadable resources for merchants to help promote their businesses and rally communities.
  • Google Shopping collaboration to create shoppable digital murals displaying locally-sourced products across U.S. cities.
  • Shop Small x ByBlack online marketplace powered by retailer Showfields.
  • Launch of a grant program in partnership with Main Street America to support underrepresented small businesses.

"Excitement is building among consumers and small businesses ahead of the holidays, with 63% of small business owners surveyed reporting that they are preparing for a bigger holiday shopping season than last year despite supply chain shortages and other challenges due to the pandemic," Elizabeth Rutledge, CMO at American Express, said in the release. "We're rallying consumers to help deliver a strong holiday season for small businesses in communities across the country. It's so important to support our favorite small businesses not only on Small Business Saturday but throughout the holiday season and all year long."

According to the American Express Shop Small Impact survey, more than half (56%) of small businesses surveyed agree this year's Small Business Saturday is more critical than ever for their business and 78% say holiday sales will impact their ability to keep their doors open in 2022.

Google and American Express are unveiling shoppable digital murals in New York, Los Angeles, Chicago and Boston to encourage consumers to shop at small businesses this holiday season. The murals — painted by local artists — will feature over 25 products from small businesses. Using Google Lens, consumers will be able to discover and shop the murals from their phones. Mural locations will be unveiled later in November. The companies are also helping small businesses enhance their digital presence by offering the Grow with Google digital workshop.

Small business owners can access new signage and marketing materials for U.S. merchants through American Express to let customers know they're open and welcome customers.

"The past year has presented unique challenges for small business owners across the country. It has never been more vital to support the small businesses that make our communities unique and contribute to the culture of our neighborhoods," Nicole and Michael Nicholas, owners of Aunts et Uncles in Brooklyn, New York, said in the release. "We are honored to be participating in Small Business Saturday. It provides us with an opportunity to connect with our local community and remind them to get out and Shop Small all holiday season."

Copyright © 2021 Networld Media. All rights reserved., source Industry News