American Express has added its support to Small Business Saturday with the launch of a national advertising campaign and a special offer to encourage its card members to shop small on 7 December.

Small Business Saturday, which was spearheaded by Labour’s shadow business secretary Chukka Umunna but enjoys cross-party support, is based on an initiative founded in the US three years ago to celebrate small businesses.

American Express plans to run its own small shop promotion on 7 December by offering its card members £5 back when they spend £10 or more at a participating business. Participating businesses appear on an interactive map.

It has also launched an advertising campaign including TV ads, regional radio, digital and direct marketing activity to promote the initiative.

C-store retailers are preparing for Small Business Saturday, with Edinburgh Premier retailer Linda Williams planning an array of in-store activity on the Thursday, Friday and Saturday.

“We are really hoping the initiative’s success in the US will be replicated in the UK,” she said.

The Forum of Private Businesses has called on UK councils to waive parking charges on 7 December.