- The #ShopSmall Accelerator gives small businesses access to
tools, advice, and resources to help them be more effective TikTok
marketers, including a $100 TikTok advertising credit offer.*
- Throughout November, the @AmericanExpress TikTok account will
support and share content featuring small businesses.
American Express (NYSE: AXP) today announced that it has
partnered with TikTok to launch the #ShopSmall Accelerator, a new
program to help small business owners reach a new generation of
shoppers on Small Business Saturday, which is on November 26, 2022,
and runs throughout the holiday shopping season. The partnership
with TikTok builds on the ongoing support American Express provides
small businesses year-round and its goal to drive $100 billion in
reported consumer spending at small businesses from 2021 through
2025.1
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20221114005124/en/
Lifestyle creators Sofia Bella
@iamsofiabella (left) and Anna Sitar @annaxsitar (center), along
with small business owner Brandon Blackwood @brandonblackwoodnyc
(right), teach small business owners how to use TikTok as a search
engine; leverage sounds, trends, hashtags and communities; and
drive engagement with users. Courtesy of American Express
Starting November 14, the #ShopSmall Accelerator will include an
offer for eligible small business owners to earn a $100 TikTok
advertising credit*. In addition, small business owners will be
given access to tools and resources to think like TikTok creators,
including a tutorial at AmericanExpress.com/ShopSmallAccelerator on
how their businesses can stand out on the platform.
Lifestyle creators Anna Sitar @annaxsitar and Sofia Bella
@iamsofiabella, along with small business owner Brandon Blackwood
@brandonblackwoodnyc, will teach small business owners how to use
TikTok as a search engine; leverage sounds, trends, hashtags and
communities; and how to drive engagement with users. To help small
businesses get discovered by new audiences, American Express has
also partnered with musical artist Chl�e Bailey @chloebaileywashere
to create a “Shop Small Soundtrack,” which TikTok users can add to
their content.
“The #ShopSmall Accelerator will help give small merchants the
tools they need to reach the next generation of consumers on
TikTok, where our Shop Small Impact Study found that 67% of Gen Z
users have shopped from a small business that was displayed on
their For You Page” said Elizabeth Rutledge, Chief Marketing
Officer, American Express. “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 $23B shopping small on Small
Business Saturday, and we want to exceed that in 2022.”
"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% of TikTok users saying that 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. "This holiday season, the
TikTok community is ready to #ShopSmall and support small
businesses."
Based on 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 US.2 The study
also found that $0.68 of every dollar spent at a small business in
the US stays in the local community and that every dollar spent at
small businesses creates an additional $0.48 in local business
activity as a result of employees and local businesses purchasing
local goods and services. 63% of small business owners said they
want to grow their Gen Z and Millennial customer base this holiday
season, and 50% agreed that Small Business Saturday is more
critical than ever for their business this holiday shopping
season.
Small Business Saturday was created in 2010 to help small
businesses and communities thrive. Since then, it has turned into a
nationwide Shop Small movement that is celebrated annually and is
critical for small businesses during the holiday shopping
season.
American Express provides ongoing support to small businesses
year-round through the Shop Small Resource Hub where small business
owners have access to complimentary marketing supplies and
resources; Amex Offers for Merchants for services ranging from
technology to shipping solutions; a new, dedicated Small Business
Saturday page from Business Class, featuring insights, tips, and
inspiration; and more.
U.S. consumers can find American Express accepting independent
retailers across the nation through the Shop Small Map and Card
Members can access special Amex Offers from Small Merchants on the
Shop Small Offer Hub here.
*New U.S. TikTok advertisers can enroll by December 24, 2022 to
earn a $100 TikTok promotional ad credit after purchasing $50+ in
TikTok ads within 28 days of receiving the TikTok offer details
e-mail. Terms apply. Learn more here.
ABOUT AMERICAN EXPRESS
American Express is a globally integrated payments company,
providing customers with access to products, insights and
experiences that enrich lives and build business success. Learn
more at americanexpress.com and connect with us on
facebook.com/americanexpress, instagram.com/americanexpress,
linkedin.com/company/american-express, twitter.com/americanexpress,
and youtube.com/americanexpress.
Key links to products, services and corporate responsibility
information: personal cards, business cards and services, travel
services, gift cards, prepaid cards, merchant services, Accertify,
Kabbage, Resy, corporate card, business travel, diversity and
inclusion, corporate responsibility and Environmental, Social, and
Governance reports.
ABOUT SMALL BUSINESS SATURDAY
November 26 is the 13th annual Small Business Saturday, proudly
backed by American Express. Dedicated to supporting the diverse
range of local businesses that create jobs, help boost the economy,
and enhance neighborhoods around the country, Small Business
Saturday was created by American Express in 2010 in response to
small business owners’ most pressing need: getting more customers.
Learn more at and connect with us on ShopSmall.com,
instagram.com/ShopSmall, facebook.com/SmallBusinessSaturday
ABOUT SHOP SMALL
Shop Small is a year-round movement that supports small,
independent businesses and calls attention to the valuable and
distinct contributions they make to their communities and the
economy. Shop Small celebrates small businesses ranging from retail
stores and restaurants to fitness studios and salons, and
everything in between. The Shop Small movement was spurred by the
widespread participation in Small Business Saturday, a day founded
in 2010 by American Express. This national holiday shopping
tradition is dedicated to celebrating small businesses and driving
more customers through their doors on the Saturday after
Thanksgiving. November 26, 2022 marks the 13th annual Small
Business Saturday, proudly backed by American Express. Learn more
at and connect with us on ShopSmall.com, instagram.com/ShopSmall,
https://facebook.com/SmallBusinessSaturday
ABOUT THE AMERICAN EXPRESS SHOP SMALL IMPACT STUDY
The American Express Shop Small Impact Study consisted of two
studies conducted by Teneo on behalf of American Express. The
consumer survey was an anonymous online survey conducted from
September 26-28, 2022 among a sample of 1,008 adults 18 years of
age and older. Consumer data is weighted by five variables: age,
sex, geographic region, race and education to ensure reliable and
accurate representation of the total U.S. population, 18 years of
age and older based on U.S. Census data. The small business owner
survey was conducted online among a sample of 506 small business
owners/managers in the U.S. from September 26 – October 5, 2022.
Respondent companies must conduct sales in a physical location in
one of the following industries: arts/entertainment/recreation,
retail trade, restaurant/bar/coffee shop/hotel/hospitality, or
personal services.
ABOUT THE SMALL BUSINESS ECONOMIC IMPACT STUDY
The 2022 Small Business Economic Impact Study was conducted by
Econsult Solutions, Inc. (ESI) on behalf of American Express. ESI
calculated the share of national Gross Domestic Product (GDP),
employment and employee compensation that small businesses with
under 100 employees provide to the economy based on an analysis
used by the U.S. Small Business Administration. ESI also estimated
how much of each dollar spent at the average small business remains
in their local community, and used input-output analysis across 100
representative U.S. counties to calculate the additional impact
that is generated locally as the result of the spending of
employees and the spending of the small business with local
suppliers and service providers.
CAUTIONARY NOTE REGARDING FORWARD-LOOKING STATEMENTS
This release includes forward-looking statements, which are
subject to risks and uncertainties. The forward-looking statements
contain words such as “expect,” “estimate,” “goal,” “intend,”
“plan,” “aim,” “will,” “may,” “should,” “could,” “would,” “likely,”
and similar expressions. Actual results may differ from those set
forth in the forward-looking statements due to a variety of
factors, including those described in American Express’ filings
with the Securities and Exchange Commission. Readers are cautioned
not to place undue reliance on these forward-looking statements,
which speak only as of the date on which they are made. American
Express undertakes no obligation to update or revise any
forward-looking statements.
Source: American Express Company
Location: U.S.
___________________________
1 Based on spend as reported by consumers
in surveys commissioned by American Express (not actual receipts or
sales).
2 Based on projection of a one-time $10
per person spend by total US Gen Z and Millennial population and
applied to the analysis of additional impacts outlined in the 2022
Small Business Economic Impact Study by ESI.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20221114005124/en/
AMERICAN EXPRESS Curt Villarosa
curt.villarosa@aexp.com
DAY ONE AGENCY Christina Lombardi christina.l@d1a.com
American Express (NYSE:AXP)
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