As consumer expectations evolve, expanding American Express acceptance is helping retailers attract higher-spending, loyal customers while reducing friction at checkout.
In today’s hyper-competitive retail environment, payment friction can be the difference between conversion and abandonment. As consumer expectations evolve, payment choice has become a strategic lever – influencing not just how customers pay, but where they choose to shop.
Attracting higher-spending, frequent shoppers has never been more important. American Express’ data shows that our Cardmembers spend more annually and shop more frequently than the average UK credit and charge card user, representing a meaningful opportunity for retailers.
Payment Choice Is Now a Conversion Issue
Consumers increasingly expect seamless acceptance of their preferred payment methods. This expectation is especially strong among younger shoppers, who have grown up in a digital-first world where speed and simplicity are essential.
Millennials and Gen Z are now our fastest-growing customer cohorts globally, representing more than 65% of new accounts acquired worldwide. Their spending continues to outpace older generations, and they expect to use their preferred payment method wherever they shop.
At the same time, payment methods are no longer just transaction tools, they are part of the overall value proposition. Shoppers are more conscious of the value associated with how they pay. According to American Express research, nearly half (48 per cent) say they would choose a specific payment card if it enabled them to earn points for rewards or experiences.
Our combination of rewards, benefits and experiences continues to resonate strongly with Cardmembers – and being able to use their Card wherever they live, work and travel enables them to maximise the value of their membership.
For many years, perceptions of selective Amex acceptance persisted. Today, that perception is outdated; Amex is accepted in more places across the UK than ever before, including every major supermarket, a huge swathe of high street retailers and hundreds of thousands of small businesses. In fact, Amex acceptance has tripled in the UK since 2021.
A Growth Opportunity for Retailers
Consumer appetite to support local retailers remains strong. Our recent Retail 2050 research found that 66% of shoppers enjoy visiting local high street shops, and 45 per cent are primarily motivated by supporting their local community.
However, good intentions are not enough. Customers expect to use their preferred payment method – and to earn rewards while doing so.
By rapidly expanding Card acceptance among small businesses, we are helping connect high-intent, loyal shoppers with independent retailers they actively want to support. Campaigns such as Small Business Saturday – of which Amex is founder and principal supporter in the UK and now in its 14th year – further drive footfall while spotlighting the vital role these businesses play in their communities.
Broader acceptance, paired with focused campaigns, strengthens this value exchange – helping retailers access engaged, higher-spending customers.
Meeting Consumer Expectations
As consumer expectations rise, ease of integration is just as important as demand. Historically, adding new payment methods introduced complexity, particularly for smaller businesses. We are addressing this through a simplified model that enables small businesses to accept American Express via their existing payment provider.
Through new agreements with a wide range of payment processors, including the likes of Dojo, Revolut and Worldpay, businesses can enable Amex acceptance with reduced friction and faster onboarding – expanding payment choice for consumers without additional operational burden. For Cardmembers, this means fewer moments of uncertainty at the till.
As Britain’s retail landscape continues to evolve, payment choice and experience will only grow in importance. Shoppers are weighing the value of their preferred payment method alongside price and convenience – and they expect flexibility as standard.
Our Cardmembers expect to be able to use their Card wherever they work, live and travel. That’s why we’re focused on enabling merchants of all sizes to welcome premium customers which, in turn, help drive repeat spend and help grow their business.
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