American Express: 40% of small businesses becoming more social media savvy


Forty per cent of small business owners say they have made changes to their business to make it look more appealing on social media, according to research by American Express.

The most common ways the nation’s small businesses are making themselves social-friendly are:

  1. Changing how products are displayed – e.g. on shelving or how food is served – 44%
  2. Adding signage asking customers to tag on social media – 38%
  3. Changing the lighting to make the space easier to photograph – 34%

The research comes ahead of Small Business Saturday on the 7 December – of which American Express is founder and principal supporter – as small independent retailers enter one of their busiest times of year.

American Express Shop Small also polled consumers, with the results showing that the changes that small businesses are making are in line with increased demand.

Over 2 in 5 (42%) Brits say if a place is socially shareable it would influence them to visit this Christmas. Perhaps unsurprisingly, this number rose amongst millennial respondents, of whom 57% said it would influence them.

Meanwhile, a fifth (20%) of respondents aged 16-22 agreed that they are more likely to visit a café, pub or restaurant with great festive interiors this Christmas that will look good on their social media, compared to only 1 in 20 (5%) of respondents aged 55+.

The findings come as American Express simultaneously announces that millennials are changing the look of the traditional Christmas dinner. Over half (54%) of respondents said that they will purchase colourful foods this Christmas to ‘ban the beige’ on their plate, with 72% seeking to source a number of these items from independent businesses.