Amex moves Shop Small campaign to August to bolster retailers through winter

Small businesses will have the chance to win cash prizes of $10,000 as part of American Express’ Shop Small campaign, which has been brought forward to August for the first time in its 12-year history.

The monthly campaign aims to get more Australians shopping with local small businesses by offering incentives to both shoppers and the businesses themselves.

This will be the 12th Shop Small campaign run by American Express in Australia. The initiative is usually run in November each year, however, feedback from small business operators has prompted the organisers to move it forward to August to bolster small businesses during the often challenging winter months.

Businesses that participate in the campaign will go into the draw to win one of 10 cash prizes of $10,000. Eligible businesses will automatically be entered into the draw whenever an American Express Card Member shops with them.

At the same time, Amex cardholders will receive five bonus points for every $1 spent when they shop at Amex-accepting small businesses during what Amex is calling the Shop Small Long Weekend, which will take place between Thursday, August 1 and Sunday, August 4.

Cardholders can earn a maximum of 1000 points during the promotion.

Special offers such as these have long formed a part of the Shop Small campaign, with American Express saying it has provided $24 million to cardholders via Shop Small offers and more than 2 billion points, between 2013 and 2023.

The goal of the Shop Small campaign is to ensure small businesses “can not only survive, but thrive, into the future as the heart of our local communities”, said Robert Tedesco, American Express’ vice president of global merchant services in Australia.

“Small business owners are often the great connectors of Australian communities,” Tedesco said in a statement provided to SmartCompany.

“Without them, we wouldn’t have our favourite coffee shops, restaurants, gyms, grocers and retailers that help create our local village vibes. They’re not just the backbone of our communities, but our economy too, providing about 42% of private sector employment and generating one-third ($500 billion) of Australia’s GDP.”

Family-owned winery Trentham Estate, which is located in the far south-west of New South Wales, received one of the $10,000 prizes in 2023 and put the cash towards staff training.

Managing director and winemaker Anthony Murphy said such training is crucial for a regional business like Trentham Estate.

“We have a small, dynamic team with many talents [and] investing in their development improves our knowledge, service and quality and provides a direct benefit to our customers,” he said in a statement.

“As a small, family-owned business we do face challenges, but also have plenty of opportunities to adapt and change to suit our products and trends, as well as consumer needs.”

The latest Small Business Index produced by American Express and the Australian Retailers Association (ARA) found close to half of small business owners in the retail industry work more than 50 hours a week, and 22% work more than 60 hours a week.

ARA chief executive Paul Zahra said the index also found a third of operators have never felt more stressed than at present.

“Small retailers are currently facing immense pressures – from increased costs of doing business, to the consumer spending slowdown due to cost of living pressures,” he said in the same statement.

“With the winter period often being one of the slowest periods in national retail trade, initiatives like the American Express Shop Small program help make a difference by encouraging new and existing customers through the doors of our retailers.”

More information about the American Express Shop Small campaign is available here.

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