5 reasons to shop in your high street

American Express is urging us to shop at our local butchers, bakers and stylish dressmakers by supporting the Small Business Saturday campaign, now in its second year.

Small Business Saturday was founded by Amex in the US in 2010 and arrived in the UK for the first time in December 2013. Last year 43 per cent of shoppers chose specifically to shop at local independently-owned businesses on Small Business Saturday, spending an average of £33 per person, generating £468 million for small businesses across the UK.

This year, the big day is on 6 December. You can explore high street heroes in your area and find out more about the campaign here.

The campaign's top reasons for embracing our high streets are:

1. Benefit your local economy

Approximately 63p of every pound spent in a small, independent business will stay within the local community, supporting and boosting local economic growth.

2. Increase the value of your home

Living near a high street populated with thriving small businesses adds an average £40,000 to local house prices.

3. Keep local character alive

Small businesses are at the heart of local communities and are central to creating a unique and distinctive character in British villages, towns and cities.

4. Stocking fillers for everyone

For Christmas shoppers in need of thoughtful, one-of-a-kind gifts, small shops offer a diverse range of unique products and services, selected specifically for local customers.

5. Get more for your money this Christmas

American Express’s Shop Small promotion will reward its cardmembers a £5 statement credit every time they spend £10 or more with their card at participating businesses 6 to 21 December 2014.

Fancy doing some of your festive shopping at a Christmas market? Here are some of the best.