November 10, 2016

How to leverage Shop Small® promotions ahead of this year’s Small Business Saturday

Posted by 2Checkout Category Icon2Checkout Category IconMarketing

Want to make the most of the holidays? The Shop Small® campaign is an excellent way for merchants to grow their customer base and engage existing customers. 2Checkout strongly supports small and medium-sized businesses and local communities, which is why we want to tell you all about this great promotion.

Every year during the lead-up to the holidays, American Express offers its cardholders double rewards points on all purchases made at small and medium-sized businesses. The campaign culminates in Small Business Saturday, a national day celebrating local businesses that falls on the first Saturday after Thanksgiving. This year’s campaign has already begun, and runs through December 31st.

So how can you get involved? First, you have to make sure that your business qualifies for the American Express benefits.

To qualify for Shop Small®, you must:

  1. Have no more than 25 locations,
  2. Meet certain American Express annual charge volume requirements, and
  3. Be located in the United States.

Additionally, businesses in certain industries, including government agencies, public organizations and nonprofit groups, are excluded from the promotion.

If you qualify for Shop Small®, check to see if you are already enlisted in the American Express online directory of small businesses by visiting https://shopsmallnow.americanexpress.com/shopsmall#/. If you can’t find your business, call American Express at 1-800-235-8916 between 9 a.m. and 6 p.m. EST, Monday through Friday to learn how to get on the map.

American Express also provides several resources to help you to inform your customers and make the most of the season. Here’s a quick guide on how to use them.

Get the word out

Your loyal customers won’t know about the Shop Small® campaign unless you tell them. And it’s important that they find out sooner or later, because they have to enroll their American Express cards in the program to redeem the 2x rewards.

Depending on your relationship with your customers, you can advertise the campaign on your web site, on social media, through email—or all three! Just visit https://www.americanexpress.com/us/small-business/shop-small/ where you can find customizable signage, email templates and social media posts to re-purpose for your own use. You can add your business’ branding and address your customers directly for a personal touch.

If you don’t have the time to adapt marketing materials but still want to get the word out, don’t sweat it. There are also assets available that are ready-to-use. You can get those by visiting https://marketingcorner.americanexpress.com/shopsmall.

The frequency of how often you should let your customers know about Shop Small® depends on how often your business communicates with your customers in general, but a good rule of thumb is scheduling your emails about once every three weeks to a month, and scheduling your social posts about once a week or biweekly.

Remember: In your outreach, let your customers know that they need to register their cards before redeeming rewards points. Remind them to enroll today at https://www.americanexpress.com/us/content/shop-small-offer/.

Keep the momentum going

Don’t forget about Shop Small® after Small Business Saturday. The campaign runs till the end of the year, so you can still make the most of it throughout the holidays. Continue to remind your customers that they will receive double the rewards points on their holiday shopping if they come to your store, and thank them for their ongoing support and loyalty. Your customers will appreciate that you are looking out for them.

Start planning your Shop Small® marketing campaign today!