American Express Offers Advice to Small Business Owners On Holiday Gift-Giving Etiquette.

Business Editors

NEW YORK--(BUSINESS WIRE)--Nov. 29, 2001

Annual Small Business Holiday Gift Guide, Available on American 

Express Web Site, Provides Tips on Charitable Gift Giving

The holidays are traditionally a perfect time for small business owners to say thank you to clients and business associates.

But the events of September 11th have created a more serious undertone for gift giving, and business owners may be unsure about what is appropriate to give and how to find a gift that will convey the significance of this holiday season.

To help small business owners, the American Express Small Business Web Site has created a "Holiday Gift Giving Guide" (www.americanexpress.com/sbgiftguide). The guide offers advice relevant to the times, including: Adding Meaning to Your Gift Giving; The Dos and Don'ts of Charitable Giving; and Affordable Holiday Business Gifts for Tight Times. In addition, small business owners can utilize a holiday card planner that helps organize the process of getting their cards into the mail on time.

"A heightened spirit of giving this holiday season has put charitable gifts high on many small business owners' lists," says Alice Bredin, the American Express Small Business Advisor. "While making donations on behalf of clients and colleagues is an appropriate way to send holiday wishes this year, small business owners should remember to follow gift-giving etiquette to ensure that a well-meaning gift doesn't turn into a professional blunder."

American Express (NYSE:AXP) offers the following tips on the "do's and don'ts" of charitable gift giving:

-- Consider the recipient's preferences. If you know the causes or groups that
your business contacts support, give to these organizations on their behalf.
Otherwise, donate to a group that supports a variety of causes or organizations
to ensure you are supporting a cause important to the recipients. If you are
unfamiliar with the group to which you'll be donating, do some research to make
sure it is legitimate.

-- Don't publicize the price tag. There's no need to let recipients know how
much you've donated. Keep your message to a simple "a donation has been made on
behalf of . . ." and the spirit of your gift will shine through.

-- Make it personal. Find an imaginative way to "wrap" the message about your
donation. For example, let your client know that you've given money to a
children's charity by sending the acknowledgement with a package of crayons.

-- Don't give cash. If you've thought about sending clients cash to donate to
the charity of their choice . . . don't! While your heart is in the right
place, giving cash doesn't carry the appropriate holiday appearance and could
put you in an awkward position. Instead, make the donation directly.

-- Be subtle. If you plan to alert the gift recipient of the donation yourself,
be sure to ask the charitable group not to send an acknowledgement. Receiving
two announcements for the same gift may make your business contacts feel as
though you're soliciting appreciation.

In addition to making donations, American Express offers the following advice on possible ways to add meaning to corporate holiday gift giving.

-- Support affected small businesses. September 11th has had an

enormous impact on the small business community. Consider

filling your holiday gift orders with a small business in a

particularly hard-hit industry or one directly impacted by the

events. Include a note with your gifts explaining why you

chose that business.

-- Remember troops overseas. Contribute on your client's behalf

to groups such as the USO, which can help with programs and

services that support military men and women overseas, as well

as their families.

-- Shop in not-for-profit gift catalogs. Many organizations sell

gift items and use proceeds to support their missions. Unless

you know of specific organizations supported by the recipient,

consider groups that support a wide range of causes or

organizations or choose non-controversial issues like helping

children or feeding the hungry. Local firefighters or police

officers may also sell t-shirts or other items to raise relief

funds.

-- Put a charitable "twist" on gift-of-the-month plans. To make a

lasting impression, donate to a different organization each

month on your client's behalf. You may want to include worthy

causes that have seen donations decline due to the outpouring

of support for disaster relief efforts.

-- Look for a party alternative. Rather than throwing your annual

holiday "bash" for employees and customers, you might hold a

low-key event that will inspire the spirit of community and

giving. For instance, you could turn your party into a

fundraiser for a cause or gather employees to volunteer their

time in a community service project.

To locate the American Express Small Business Holiday Gift Giving Guide, small business owners should go to www.americanexpress.com/sbgiftguide.

American Express Small Business Services (SBS) is a division of American Express Travel Related Services Company, Inc., solely dedicated to serving companies with fewer than 100 employees. Small Business Services provides a broad range of financial services, including charge and credit cards, equipment financing, term loans and lines of credit to approximately 2.5 million small businesses in the U.S. To obtain more information about SBS, visit www.americanexpress.com/smallbusiness.

EDITOR'S NOTE: Media interested in interviewing American Express Small Business Advisor Alice Bredin about holiday gift-giving etiquette for small business owners, can contact Sheree Wichard at 718-788-9585.