AmEx Launches ‘Door to Shop Small’ Campaign for 2023 Holiday Season

The American Express “Door to Shop Small” experience will combine augmented reality (AR), social media and more to drive Small Business Saturday results.
Photo credit: American Express

The 2023 American Express Shop Small Impact Study reveals that most consumers (78%) believe that small businesses are “essential to their community.” However, given the current economic environment, 88% of small businesses indicate that they need support from customers in their communities. After all, 55% anticipate that Small Business Saturday will contribute significantly to their overall holiday sales this year.

To drive consumer engagement and action on Small Business Saturday, American Express has launched a new campaign powered by augmented reality (AR) and a curated digital experience. For the “Door to Shop Small” experience, physical, blue door frame installations will pop up in Chicago’s Magnificent Mile (Pioneer Court), Los Angeles’ Westfield Century City (AMC Plaza), and New York City’s Gansevoort Plaza in the Meatpacking District, on Saturday, November 25. QR codes integrated into the door frames will drive visitors to the AR experience where they can browse hand-picked products from a variety of small businesses, including CadenceCourantGray MalinPaper Shoot CameraTerminal BCut + ClarityLittle Words ProjectMade InSilked and SKNMUSE. Starting today, mobile shoppers also can engage with the AR experience here.


Additionally, American Express is rewarding consumers who decide to shop small online and in person. From November 20-25, 2023,eligibleAmerican Express Card Members who make a single purchase of $50 or more by using their enrolled eligible card at U.S. retailers in the “Shopping” category on the Shop Small Map or online directory, can earn a one-time, $5 statement credit. Enrollment is required and is limited.

“American Express has been a long-time advocate for small businesses – we work to deeply understand them and meet their evolving needs,” said Elizabeth Rutledge, Chief Marketing Officer of American Express in a statement. “We also understand the impact shopping small has on supporting local communities through our annual Small Business Saturday and year-round Shop Small campaigns. We hope Small Business Saturday and this year’s interactive experience excite and engage shoppers across the country during the kickoff to the important holiday shopping season.”

American Express also has launched a nationwide advertising campaign to drive consumers to Shop Small on Small Business Saturday, which includes social media content and outdoor digital screen placements appearing in Boston, Chicago, Denver, Los Angeles, New York, San Francisco and Washington D.C.

American Express provides ongoing support to small businesses through the Shop Small Resource Hub, where small business owners can access free marketing tools and tips to help grow their business. Business Class is a platform with free educational resources and content for business owners and small business Card Members, which will feature a dedicated Small Business Saturday page on Business Class for Merchants. The hub will feature a collection of social media tips and retail trends, and a dedicated Business Class Resources for Retailers page that will include insights to help merchants capitalize on the holiday rush.

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