• by Gavin O'Malley  @mp_gavin, February 28, 2011

Amid continued economic concerns, most local retailers plan to highlight their "localness" to win customers in 2011.

According to a recent survey of 600 shop owners and managers by American Express, 57% are planning "buy local" marketing campaigns this year.

A majority of those surveyed -- 55% -- believe that 'buy local' campaigns can help small businesses compete in challenging economic times. Supporting their efforts, most small retailers -- 51% -- believe there is a growing 'buy local' sentiment in the U.S., according to AmEx's study.

What's the "buy local" advantage? Some 36% of small retailers say the biggest incentive for consumers to frequent local, independent venues is "better customer service," while 16% say such efforts support the community by creating local jobs.

Presently, about half of small retailers claim to advertise on local business review sites, including Yahoo Local and Yelp.

Per AmEx, just 38% of small retailers believe the country's economic outlook will improve over the next 12 to 18 months. Along with cautious hiring practices, such fears are leading many to favor cheaper marketing efforts like a Facebook page or moderate Twitter activity.

As such, 51% of small retailers plan to use social networking sites such as Facebook and Twitter to promote their businesses, and engage consumers, this year. More than one in five -- 22% -- plan to use social media to offer up local promotions.

Meanwhile, 37% of small retailers expect to increase social media this year, compared to 15% who are planning social media efforts similar to those in 2010.