According to Fortune, American Express is making a massive bet on Gen Z creators to rescue small businesses during this crucial holiday season. The company is expanding its partnership with food critic Keith Lee, who commands nearly 20 million followers across platforms, and launching a national grants program offering 250 small businesses $20,000 each—totaling $5 million. This comes as their 2025 Shop Small Impact Study shows 86% of consumers plan to shop small this season, jumping to 89% among Millennials and Gen Z. The program launches November 29, coinciding with Small Business Saturday, when many independents earn a meaningful share of their annual revenue. For businesses that actively market on social media, the payoff is dramatic—82% report sales lifts when creators post about them.
The Creator Economy Meets Main Street
Here’s the thing—this isn’t just about marketing anymore. It’s about survival. Small businesses are navigating inflation, rising labor costs, and softening consumer confidence. And Gen Z is essentially becoming their free—or at least highly effective—marketing department. They’re using TikTok and Instagram to surface hidden gems and validate where friends should spend money. It’s basically the modern version of word-of-mouth, but at internet speed.
Think about the power dynamic here. A single viral clip can transform a business overnight. The article mentions The Puddery in Texas, which went from two customers daily to lines around the block after Keith Lee finally visited. Or Cleo’s in Chicago, which was on the verge of closing before Lee’s review helped them expand to three locations. That’s not just nice publicity—that’s business transformation.
Why Amex Is Betting Big
So why is a financial giant like American Express diving headfirst into creator partnerships? Look, they’re not doing this out of pure generosity. They see where the puck is moving. Their own research shows that 71% of Gen Z and Millennials say creator content influences where they shop. When your future customers are making spending decisions based on TikTok reviews rather than traditional advertising, you’d better adapt or get left behind.
And let’s be real—Small Business Saturday has been Amex’s baby for 16 years. But the game has changed. Static ads and generic “shop local” messaging don’t cut it anymore. Authentic creator recommendations travel across feeds and neighborhoods at the speed of culture. Keith Lee basically said it himself—this generation isn’t afraid to try new things and experiences. They trust creators more than corporations.
The Broader Landscape
This shift comes at a critical time. Small business confidence is near record lows heading into the holidays. Many owners are struggling with cash reserves and unexpected costs. Meanwhile, platforms like TikTok have become the new discovery engine for everything from restaurants to retail.
But here’s what’s fascinating—this isn’t just about driving one-time holiday traffic. The real value is in creating sustained growth. When a creator’s audience becomes your repeat customers, you’re building something that lasts beyond December. That line around the block? It needs to become regular weekly business.
What This Means For Small Business
Basically, we’re watching the playbook for Main Street marketing get completely rewritten. The old model of newspaper ads and radio spots is being replaced by creator partnerships and viral moments. And the stakes couldn’t be higher—this holiday season could make or break many small businesses.
The question isn’t whether creators have power anymore. We’ve seen the evidence. The real question is whether small businesses can harness that power consistently. Because one viral moment might save a business, but building sustainable growth requires turning that attention into lasting customer relationships. And that’s where programs like Amex’s grants could actually make a difference—helping businesses scale after the creator spotlight fades.
