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Given that 2010, American Express has celebrated Small Company Saturday, the holiday it created to motivate consumers to make some vacation purchases at small companiessmall companies the day after the huge retail chains host major sales on Black Friday.
The project was launched with a sweet reward for consumers, in the typethrough a statement credit. In 2012, for example, customers got a $25 credit if they spent $25 at a little businessa small company making use of an AmEx card. In 2013, it provided a $10 credit, and in 2014, the reward for participating was a $10 credit that might be redeemed up to three times. But for the 2015 edition of Small Company Saturday, American Express is not offering any such rewards.
It is not clear why American Express is abandoning the statement credit promo. Perhaps the business believes that after 5 years of being on the getting end of rewards, many AmEx customers may simply presume that the promo would continue and not examine the Frequently Asked Question on its site.
While AmEx has killed its Small Company Saturday statement credit, it is targeting some users with a Store Small in November promotion, which offers a $10 statement credit for customers who invest $10 at a small businessjust like Small CompanySmall company Saturday promos in the past. However this time its being offered just to specific customers, and the offer is not being commonly promoted.
Another aspectconsider the decision is that AmEx has been moving its focus from consumers to small companiessmall companies themselves, providing tools to assist them develop their own promos and occasions, states Heather Norton, American Expresss Director of Corporate Affairs and Communication. We are concentrating on locations that weve heard supply excellent value for little companies and the bigger Small Company Saturday Movement, she informed Money.
Fortunately, little companies may not need the promo they as soon as did. Considering that AmEx initially began Small CompanySmall company Saturday, Congress has recognized the event, and the celebration of small companiessmall companies has actually firmly planted itself as the brick-and-mortar, mom-and-pop sibling between Black Friday and Cyber Monday.
Still, in previous years, the AmEx credit acted as the carrot in front of customers, coaxing them into holiday shopping at little businesses on the Saturday after Black Friday. Considering that AmEx wont share involvement numbers in previous Small Business Saturdays, itll be tough to tell how the elimination of this reward affects shopper behavior. Common sense would determine that the result is a lot less individuals shopping at little companies on Small Company Saturday.
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