"Gen Z is turning social media influence into real economic opportunity for local businesses, and big brands are moving to accelerate that shift. American Express is expanding creator partnerships and rolling out a national grants program to help small businesses capture young shoppers' attention and wallets this holiday season. Small businesses are entering the peak shopping period navigating inflation, softer confidence, and shifting consumer habits, pushing many to seek new digital demand channels to stay resilient heading into year-end."
"According to American Express's 2025 Shop Small Impact Study, 86% of consumers say they're likely to shop small this season, rising to roughly 89% among Millennials and Gen Z, underscoring the purchasing power fueling independent retailers and eateries both online and in-store. For owners who actively market on social media, the payoff is tangible: 82% report sales lift when a content creator or influencer posts about them, turning one viral clip into real-world foot traffic and repeat customers."
Gen Z-driven social media influence is creating economic opportunities for local businesses, prompting brands to expand creator partnerships and grants programs. Small businesses face inflation, softer consumer confidence, rising labor costs, and the need to build cash reserves, pushing them toward digital demand channels before year-end. Younger consumers use TikTok and Instagram to surface hidden-gem shops and validate recommendations, producing real-world foot traffic and repeat customers. High intent to shop small this season—especially among Millennials and Gen Z—combined with measurable sales lifts from influencer posts is reshaping local marketing strategies.
Read at Fortune
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