Rally Your Community around Small Business Owners
Neighborhood Champions support the small business owners in their community by sharing free resources and more. We partner with American Express to look for organizations interested in helping bring small businesses and shoppers together on Small Business Saturday® and all year long.
Oceanside, California © Road West Photography
Program Overview
Shop Small began in 2010 when American Express created Small Business Saturday® to encourage support for small businesses. Over a decade later, Shop Small has grown to be a year-round movement that supports small businesses across the globe, and Small Business Saturday continues to be an annual holiday shopping tradition.
Main Street America has been a proud supporter of Shop Small and Small Business Saturday since its founding. Since 2010, we have teamed up with American Express® to help rally communities around their small businesses through the Neighborhood Champion program. Each year, we encourage Main Street communities to sign up for the Neighborhood Champion program to encourage your community members to shop locally.
Participants in the Neighborhood Champion program:
- Rally your community to Shop Small on Small Business Saturday and throughout the holiday season.
- Plan and host a local event on Small Business Saturday in partnership with small businesses in your community.
- Distribute a complimentary Shop Small kit of merchandise that encourages holiday shopping and supporting small businesses all season long.
All Main Street America members are pre-qualified to serve as Neighborhood Champions on a first-come, first served basis. Space is limited so claim your spot before applications close. All you need to do is fill out a brief Neighborhood Champion application and indicate you were referred by the National Main Street Center (NMSC).
How to Apply
We’re sorry, the Neighborhood Champion application period has ended. Stay tuned for more information regarding the 2024 program coming this fall.
Get Inspired
Learn how past Neighborhood Champions have made a difference in their communities.
5 Ways to Make This Your Best Small Business Saturday Yet
Here are our tips to make this year your best Small Business Saturday and Shop Small season yet.
Oceanside, California © Road West Photography
Meet the 2022 Small Business Saturday Neighborhood Champion Innovation Contest Winners
From selfie booths to local influencer marketing to pop-up shops to partnerships with local schools, read about the winning programs here.
Stockbridge, Georgia © Stockbridge Main Street
Learn More
© Ketut Subiyanto / Pexels
About Neighborhood Champions
Neighborhood Champions support small business owners in their community.
Oceanside, California © Road West Photography
Resources for Small Business Owners
American Express provides free materials to promote Shop Small.
Supporting Partner
Shop Small started when American Express created Small Business Saturday to encourage support for small businesses back in 2010. In 2020 alone, Amex invested approximately $200 million in global small business initiatives. Shop Small has grown to be a year-round movement that supports small businesses across the globe, and Small Business Saturday continues to be an annual holiday shopping tradition.
Find Small Business Resources
Through our Small Business Support work, Main Street America is equipping both small business owners and economic development leaders with tools, resources, and opportunities to build stronger and more resilient local economies.
Find Resources