American Express, TikTok Partner to Help Small Businesses Reach Gen Z

American Express, TikTok Partner to Help Small Businesses Reach Gen Z

American Express has partnered with TikTok to launch the Shop Small Accelerator, a new programme to help small business owners reach a new generation of shoppers on Small Business Saturday.

The accelerator provides small business owners with access to tools and resources to think like TikTok creators, and includes an offer for small business owners to earn US$100 in TikTok advertising credit.

TikTok creators Anna Sitar, Sofia Bella, and Brandon Blackwood are also teaching small business owners to leverage sounds, trends, hashtags and communities to drive engagement with users.

To help small businesses get discovered by new audiences, American Express has also partnered with musical artist Chlöe Bailey to create a “Shop Small Soundtrack” which TikTok users can add to their content.

Small Business Saturday, held on November 26 and throughout the holiday shopping season, was created in 2010 as part of American Express’ goal to drive consumer spending at small businesses.

Elizabeth Rutledge

Elizabeth Rutledge

“Shopping small has a significant impact on helping local communities, with two-thirds of every dollar spent at small businesses staying within the local community.


Last year, consumers reported spending more than US$23 billion shopping small on Small Business Saturday, and we want to exceed that in 2022,”

said Elizabeth Rutledge, Chief Marketing Officer, American Express.

Sofia Hernandez

Sofia Hernandez

“This holiday season, the TikTok community is ready to #ShopSmall and support small businesses,”

said Sofia Hernandez, Global Head of Business Marketing for TikTok.

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