Together the companies aim to help small businesses reach new audiences on Small Business Saturday.
Reaching the next generation of shoppers could be the key for many small businesses to thrive. According to data in the Small Business Economic Impact study from American Express, if every Gen Z and Millennial shopper spent $10 at a small business on Small Business Saturday, it would support $2 billion in local economic activity throughout the U.S.
“The #ShopSmall Accelerator will help give small merchants the tools they need to reach the next generation of consumers on TikTok, where our [research] found that 67 percent of Gen Z users have shopped from a small business that was displayed on their For You page,” said Elizabeth Rutledge, chief marketing officer at American Express. “Shopping small has a significant impact on helping local communities.
“More and more American small businesses are turning to TikTok to take us inside their world in a fun authentic way, and as a result, they are reaching new customers, hiring more employees and growing their business. The real-world impact is undeniable, with 44 percent of TikTok users saying they discovered something on the platform and immediately went out to buy it, according to our Global Retail Path to Purchase Study,” said Sofia Hernandez, global head of business marketing for TikTok.
A number of experts, including lifestyle creators Anna Sitar and Sofia Bella, and business owner Brandon Blackwood, will participate in teaching small business owners how to use TikTok as a search engine, leverage sounds, trends, hashtags and communities, and provide a how-to in driving user engagement.
Consumers can find independent retailers across the nation through the company’s Shop Small Map and card members will have access to special Amex offers on the Shop Small Offer Hub online. Throughout the month of November, the American Express TikTok account will continue to support and share content featuring small businesses.
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