More Consumers Say They Plan to Shop Small® This Holiday Season Ahead of Small Business Saturday®
Business Wire•12/11/2026•09:00 ET
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Key Highlights
- ➤88% of U.S. consumers likely to shop small, highest level since 2012
- ➤70% of small business owners say holiday spending will affect 2027 growth
- ➤90% of small business owners expect to use AI tools this holiday season
- ➤American Express awarded over $10 million to more than 500 small businesses in 2026
- ➤American Express says U.S. card spending averages three times other networks
Expert Statements
Elizabeth Rutledge, Chief Marketing Officer, American Express
“Small businesses bring character and connection to our communities, and the holidays are an important opportunity to show up for them”
Elizabeth Rutledge, Chief Marketing Officer, American Express
“Since creating Small Business Saturday in 2010, we’ve encouraged consumers to discover and support the businesses in their neighborhoods. Each year, we hope to turn that holiday enthusiasm into lasting relationships that help small businesses thrive year-round.”
More Consumers Say They Plan to Shop Small(®) This Holiday Season Ahead of Small Business Saturday(®)
88% of U.S. consumers agreed they are likely to Shop Small this holiday season(1), while small businesses embrace AI and new strategies to reach customers
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