American Express is partnering with TikTok to help small business owners reach Gen Z shoppers on Small Business Saturday, which will be on November 26, 2022. The credit card company chose TikTok because a survey found that 77% of customers believe TikTok is likely to give them gift ideas this year.

The two companies will launch the #ShopSmall Accelerator to help small businesses grow. It is a video toolkit that provides best practices and resources to help these companies reach Gen Z and Millennial shoppers on TikTok. The Accelerator will also help small businesses tell their stories authentically and stand out during the holiday shopping season.

Aside from its partnership with TikTok, American Express will also launch a Kabbage Funding reward as part of Small Business Saturday. It includes a $250 incentive from November 14, 2022 to February 28, 2023. In addition, American Express also has ByBlack to support Black-owned businesses and Shop Small Studio, which provides templates for creating customized marketing materials.

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