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November 23, 2021

Google and American Express Update the Holiday Window Shopping Experience Through Artist-Created Murals Supporting Small Businesses

Digital Commerce Adds New Spin to Timeless Tradition in New York, Chicago, Los Angeles and Boston

Google and American Express are reimagining the holiday-shopping stroll, unveiling shoppable sidewalk murals in some of the biggest cities in the U.S., including New York, Chicago, Los Angeles and Boston. And to continue the campaign to encourage consumers to Shop Small®, the murals – all painted by local artists – feature products solely from local small businesses.

This innovation seamlessly combines a timeless seasonal tradition with the ease of digital commerce. Passers-by use Google Lens from their iPhone or Android by pointing their cameras at the tagged products to discover and shop local small businesses. Location details:

  • New York: Bogart Street & Grattan Street, Brooklyn
  • Chicago: Willis Tower
  • Los Angeles: Ocean Front Walk & 19th Avenue
  • Boston: Brighton Avenue & Chester Street

The murals can also be experienced fully digitally at

The updated approach comes at an important time: according to the latest American Express Shop Small Impact study, nearly half of small business owners surveyed say the future of their businesses will depend more on being successful online than in-store.

In addition to the murals, Google and American Express are committed to helping get thousands of small businesses digitized with free online training to build their profile and presence, list their products and assist them in reaching more potential customers with ads. Thousands of merchants are expected to participate in the program before the end of the year. 


Shop Small is a movement that supports small, independent businesses and calls attention to the valuable and distinct contributions they make to their communities and the economy. Shop Small celebrates small businesses ranging from retail stores and restaurants to fitness studios and salons, and everything in between. The Shop Small movement was spurred by the widespread participation in Small Business Saturday, a day founded in 2010 by American Express. This national holiday shopping tradition is dedicated to celebrating small businesses and driving more customers through their doors on the Saturday after Thanksgiving. November 27, 2021 marks the 12th annual Small Business Saturday, proudly backed by American Express. Learn more and connect with us on


The American Express Shop Small Impact Study consisted of two studies conducted by Teneo on behalf of American Express.  The consumer survey was an anonymous online survey conducted from October 13-18, 2021 among a sample of 1,013 adults 18 years of age and older. Consumer data is weighted by five variables:  age, sex, geographic region, race and education to ensure reliable and accurate representation of the total U.S. population, 18 years of age and older based on U.S. Census data.  The small business owner survey was conducted online among a sample of 523 small business owners/managers in the U.S. from October 12-19, 2021. Respondent companies must conduct sales in a physical location in one of the following industries: arts/entertainment/recreation, retail trade, restaurant/bar/coffee shop/hotel/hospitality, or personal services. 

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