Two London small firms to receive £10,000 grants from Small Business Saturday
American Express will fund the awards as part of the Nation’s Favourite Businesses campaign ahead of 5 December’s shopping day
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Small Business Saturday announced that two qualifying enterprises will each receive a £10,000 grant, with the funding supplied by American Express. The decision was reported by the Ealing Times on 29 July 2026. The grants are intended to help the winners invest in growth, such as new equipment, marketing campaigns or improvements to customer service.
Nation’s Favourite Businesses list
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The campaign’s annual shortlist features a range of independent firms from across the United Kingdom. Among the ten selected businesses is Get Kindy, a London‑based toy company that creates age‑appropriate tools for children to use in everyday chores. Other entries include a botanical spirits brand from South Wales, an outdoor adventure provider from Scotland and a floating community space in Limehouse Basin. The list is compiled after a nationwide search and forms the core of the countdown to Small Business Saturday on 5 December.
Small businesses bring energy, innovation and character to our high streets and local economies.
Dan Edelman, General Manager, UK Merchant Services, American Express
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How residents can take part
The organisers encourage the public to visit the highlighted firms during the December shopping day. By purchasing from any of the listed businesses, shoppers help sustain the independent sector that contributes to local economies. The Ealing Times notes that the campaign has engaged millions of people and generated billions of pounds in spending since its launch in 2013.
Applications for the two grants will be assessed by the Small Business Saturday team. Winners are expected to be announced later in the autumn, with details to be posted on the campaign’s website. Residents who wish to follow progress can sign up for updates through the official Small Business Saturday portal.
Questions this report answers
+What amount will the grants be?
Each of the two grants will be £10,000, as announced by American Express and reported by the Ealing Times. The funding is intended for growth‑related expenses such as equipment, marketing or customer‑experience improvements.
+Which London business is on the Nation’s Favourite list?
The list includes Get Kindy, a toy brand based in London that makes age‑appropriate tools for children. Its inclusion was highlighted in the Ealing Times article covering the Small Business Saturday campaign.
+When does Small Business Saturday take place?
The main shopping event is scheduled for 5 December. The campaign runs up to that date, with the grant awards announced earlier in the autumn.
+How can residents support the featured businesses?
Residents are urged to shop at any of the ten highlighted firms on 5 December. Spending with these independent retailers helps sustain local economies and aligns with the campaign’s goal of boosting small‑business activity.
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