Gen Z creators are turbocharging Main Street—and Amex is betting big

Gen Z creators are driving significant growth for Main Street businesses by leveraging social media platforms like TikTok and Instagram to promote local shops and restaurants, which is reshaping both consumer behavior and small business marketing strategies. American Express is actively supporting this trend with major investments, including expanded creator partnerships and a new $5 million grant program aimed at helping small businesses convert online buzz into real-world sales and sustained growth.​

Gen Z’s Impact on Main Street

• Gen Z and Millennials are using social media to discover and recommend “hidden gem” shops and restaurants, with 71% saying they’re influenced to shop at a small business after seeing a creator feature it.​

• Viral content from creators like Keith Lee can turn a struggling business into a bustling hotspot overnight, as seen by businesses going from only a few customers daily to lines out the door after being featured.​

• This peer-driven discovery is altering how Main Street businesses approach marketing, emphasizing authentic creator recommendations over traditional ads.​

American Express’ Bet on Gen Z

• Amex has expanded partnerships with influential creators like Keith Lee and is offering 250 grants of $20,000 each through its new Shop Small Grants Program, totaling $5 million.​

• The grant program—launched in partnership with Main Street America—starts on November 29 and is designed to help small business owners grow, innovate, and reinvest in their communities.​

• For every qualifying purchase at a small business using an Amex card on Small Business Saturday, Amex will also donate $1 to this fund, amplifying shoppers’ local impact.​

The New Playbook for Local Businesses

• Active social media marketing makes a measurable difference; 82% of small businesses see a sales lift when a creator or influencer features them.​

• Amex’s Shop Small Impact Study highlights that 86% of consumers (rising to 89% for Millennials and Gen Z) are likely to shop small this season, showcasing the purchasing power and enthusiasm fueling independent retailers.​

• Community-oriented creators view their platforms as engines for local economic support, and their endorsements often bridge the gap between online intent and offline action.​

In summary, Gen Z creators are fundamentally transforming Main Street by using their digital influence to drive traffic and sales to small businesses, and American Express is betting big by investing in grants and influencer partnerships to capitalize on and sustain this trend.