NEW YORK: Business owners are ticking up their grassroots communications for American Express' “Small Business Saturday” initiative, which encourages consumers to shop locally.

The program was unveiled in 2010 to boost shopping at independent stores and restaurants by offering $25 to consumers who enroll in the initiative.

This year, businesses are getting more proactive in their own outreach, said Scott Krugman, director of corporate communications at American Express.

“What's helping to create the success…is that small businesses are taking ownership ...