American Express Helps Take the Stress Out of the Holidays for Small Business Owners.

Business Editors

NEW YORK--(BUSINESS WIRE)--Nov. 16, 2000

Company's Annual Web Site Holiday Gift Guide Features Hot

Corporate Gifts, Interactive Benchmarking Tool and

Greeting Card Planner

Small business owners spend big -- an average of $5 billion every year -- to send holiday cheer to their clients, employees and vendors, according to research by American Express Small Business Services. But many are in the dark when it comes to what to buy and how their gift giving practices stack up to other companies.

To help reduce holiday stress, the American Express Small Business Exchange Web site (www.americanexpress.com/smallbusiness) has created a time and money-saving Holiday Gift Giving Guide specifically for entrepreneurs. One feature is an interactive tool that helps entrepreneurs benchmark their gift giving strategies - plans, budgets and spending - against those of other companies of similar age and size. Results are continually updated as more entrepreneurs log on to the site and participate in the tool.

"Small business owners put a great deal of personal time and effort into their holiday gift buying because they know the investment can help set them apart and even boost sales," says Jim Blann, Senior Vice President and General Manager, American Express Small Business Services. "But something that is inappropriate or just looks like an afterthought can do more harm than good."

The Holiday Gift Giving Guide also contains an extensive list of unique "Hot Holiday Gifts," which can be purchased directly from the site's OFFER ZONE(SM) on-line marketplace (www.americanexpress.com/sbofferzone). From a monogrammed mouse to a subscription to the Tropical Flower-of-the-Month Club, there are offerings to appeal to every taste and budget. Small business owners making purchases with the American Express Corporate Card receive discounts or special offers from participating merchants.

Additional Tools Include Advice and Holiday Card Planner

The site's holiday card planner walks owners through the often tedious process of developing a mailing list, choosing the right cards and getting them printed, signed and mailed on time. "A unique card with a personal message inside is a great way to make a positive and lasting impression on new or prospective clients, " adds Blann.

There is also advice on holiday etiquette specifically geared to small businesses. For example, American Express offers the following tips for small business owners on choosing, creating and sending holiday cards.

- Don't get lost in the shuffle. Avoid run-of-the-mill, pre-packaged cards.
Instead, look for a memorable design or saying that matches the personality of
your company.

- Sign cards personally. Sure, it's a bother. But a plain signature

- or just a company name -- can seem cold and impersonal. Set time

aside to put a handwritten signature on your cards, and try to

include an actual brief message to VIPs.

- Use "donation" cards. Cards that support a cause or non-profit

organization are always a nice choice - especially if you opt for

a store-bought card. Make sure your cause is not controversial -

charities like UNICEF are a safe bet.

- Think "value-added." Who says a card has to be one-dimensional? Be

inventive and put your holiday wishes on a mousepad this year. Or,

create "interactive" cards that fold out to become ornaments.

- Design your own card. If you're in a "creative" business, look for

ways for your card to support that. Ad agencies often have

internal competitions to come up with the season's winning card.

As a result, their greetings always stand out from the crowd.