Keith Lee and American Express Turn Small Shops into the Season’s Hottest Scene
- By: Julianne Elise Beffa
When Keith Lee steps into a local restaurant, it’s like the city’s coolest scene just lit up. Cameras pop, chefs peek out to say hi, and followers flood social feeds waiting to see which small business will get the Keith Lee stamp of approval. The energy is electric, the vibe is real, and the culture is undeniable. This holiday season, Keith is teaming up with American Express to turn Small Business Saturday into the ultimate night out, where local shops, cafés, and bars aren’t just destinations- they’re the heartbeat of the city’s community and culture.
For the 16th annual Small Business Saturday on November 29, American Express, the company that started the movement back in 2010, is bringing energy, creativity, and real financial support to local entrepreneurs. Think of it as a nightlife-inspired festival of commerce, where every purchase fuels someone’s dream and every small shop becomes part of the city’s cultural rhythm.
The centerpiece of this year’s celebration is the $5 million Amex Shop Small Grants Program, created with Main Street America. Starting November 29, 250 small businesses across the country will each receive a $20,000 grant to grow, innovate, and elevate their communities. And every time someone uses an eligible Amex Card at a participating business on Small Business Saturday, American Express will donate $1 more to the fund. Every swipe turns into a chance for a local business to sparkle and shine like a marquee on a bustling city street.
Small businesses are at the heart of every community. They bring people together, create opportunity, and give neighborhoods their unique character. - Jennifer Skyler
“Small businesses are at the heart of every community. They bring people together, create opportunity, and give neighborhoods their unique character,” said Jennifer Skyler, Chief Corporate Affairs Officer at American Express. “We’re proud to continue backing the small business owners who make our communities stronger, not just on Small Business Saturday, but every day of the year.”
Keith Lee is the perfect face for this campaign. His honest, heartfelt reviews have changed lives for small business owners across the country. He doesn’t just talk about food or products, he tells the stories behind them, the people working late nights and early mornings to create something special. That storytelling captures the same energy that powers nightlife, connection, creativity, and culture.
“I’ve always believed that supporting small businesses can change lives,” Keith shared. “Partnering with American Express gives me the opportunity to help even more people discover and uplift the entrepreneurs who make our neighborhoods special.”
The impact is real. According to the 2025 American Express Shop Small Impact Study, 82% of small business owners see sales grow after being featured by a content creator, and nearly 90% of Millennials and Gen Z shoppers plan to shop small this year. This next generation isn’t just hunting for the best price, they’re chasing connection, community, and authenticity.
Partnering with American Express gives me the opportunity to help even more people discover and uplift the entrepreneurs who make our neighborhoods special. -Keith Lee
That makes Small Business Saturday more than a shopping day. It’s a social movement, a reminder that your favorite local cocktail bar, boutique, or salon is part of the heartbeat of your city. The same energy that drives nightlife, service, creativity, and storytelling lives in every small business that dares to dream big.
To help businesses show off that pride, Amex is launching customizable signage through its “Member Since” campaign, letting shops highlight their legacy while making customers feel part of something lasting. And for entrepreneurs looking to level up, Amex’s Business Class platform offers free resources and education to help small businesses thrive year-round.
Think of Small Business Saturday like a night out. You hop from boutique to bakery to bar, meeting the owners who pour their hearts into every product or plate. Each stop has its own vibe, story, and way of bringing people together. That sense of community, the same one that drives nightlife, is what makes the Shop Small movement so magnetic. When you shop local, you’re not just making a transaction, you’re joining a culture, keeping your city’s energy alive, and helping creators and dreamers keep the lights on.
So when November 29 rolls around, skip the big-box chaos. Check out that new bar, pick up a holiday gift from a local shop, post about it, and share the story. One small act of support or a Keith Lee-style review can change everything for a small business owner.
American Express launched this movement 16 years ago with a simple idea: when you back small, you build big. Now, with Keith Lee bringing his signature authenticity and a $5 million grant program funding the future of entrepreneurship, Small Business Saturday is more than shopping, it’s a celebration of creativity, culture, and community.
Whether your favorite local small business is a candlelit cocktail bar, a neighborhood nail salon, or a pop-up boutique, consider this your invitation to show up and shop small. This season, supporting local isn’t just the right thing to do, it’s the most stylish, culture-forward, and community-driven move you can make.
