A national Shop Small campaign has been launched by American Express to encourage Australians to support small businesses during November.

The campaign has previously run in the US, Canada, and UK, where it is credited with stimulating consumer spending with small retailers and service providers.

The movement was founded by American Express in 2010.

Research into the attitudes of small business owners and consumers found more than two thirds of shop owners feel forgotten by their local communities and one in four feel no connection at all to the communities where they operate, despite most Australians having a great sense of affinity with small businesses.

According to the study, Australian consumers recognise the importance of small business to their local community, but admit to forgetting to support local businesses when making purchases. In addition, 90 per cent of shoppers say they feel sadness, sympathy, and disappointment when small businesses in their community close down  and agree small business gives the community identity, provides convenience, and delivers superior customer service.

Shop Small is  collaboration between American Express, Energy Australia, MYOB, National Australia Bank, and Virgin Australia and is supported by GIO, Facebook, Netregistry, Officeworks, COSBOA, Restaurant and Catering Australia, the Accommodation Association of Australia, and the Australian Hotels Association.