American Express OPEN And Etsy Partner On Small Business Saturday Campaign

More than two thirds (68%) of consumers plan to shop local during the holiday season to support their local economy and find more unique gifts, according to Deloitte research.

American Express OPEN and Etsy are collaborating to connect these shoppers to small, independent brands and retailers on Small Business Saturday, which is taking place on Nov. 29. Together, the companies will encourage boutiques to support local Etsy sellers by hosting a series of trunk shows.

Boutique owners who participate in the campaign will have the opportunity to offer an expanded product assortment that touts local artisans. As a result, they’ll be able to brand awareness among consumers interested in discovering new designers and supporting small businesses.


Fair Folks & A Goat is one small New York City boutique partaking in the trunk show campaign. As a participant, Fair Folks & A Goat will receive an “activation kit” that includes a $25 gift card to purchase supplies from Etsy sellers and two $25 American Express Shop Small Reward Cards to assist with the cost of supplies needed to host a successful trunk show.

Loyal Etsy fans for five years, the owners of Fair Folks & A Goat tap into the platform to find interesting vendors and discover new partners. “We’ve always considered it a strong search engine for people making interesting things,” explained Aurora Mazzei, owner of Fair Folks & A Goat. “The wholesale component of the site now streamlines the whole process for us and makes it easier for us to navigate people who have a full-time business and can work with us as a retailer.”

Etsy approached Fair Folks & A Goat to participate in the partnership “and it seemed like a good opportunity for us,” Mazzei noted. “It’s going to kick off our holiday season and we have a whole plan in place from a merchandising standpoint. We’ll have the shop like it normally is, but then have the center area cleared out for our featured seller, Katie Diamond Jewelry.”

Fair Folks & A Goat has been selling products from Katie Diamond Jewelry for a while, however, it was always a very limited assortment, according to Mazzei. “Every design is available in two different metals and 12 different stones, so we’ll have a more varied selection. She also has a fine jewelry line, so we’ll be able to have a bunch of piece from that, which may drive some more sales because the price points are higher.”

Although Fair Folks & A Goat has an engaged and growing social media fan base, the boutique expects the marketing partnership with Etsy and American Express OPEN to further its reach.

“It’s definitely exciting to have Etsy and American Express OPEN doing so much and being able to just re-tweet and re-post what they’re putting out there,” Mazzei said. “It’s nice to have this really amazing, professional content that we can share.”

Want to learn more about the trunk shows from Etsy and American Express OPEN? Check out the video below: 


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