In 2025, many of us small business owners are struggling. Trading conditions are more unpredictable than ever. Costs are higher than they used to be, consumer habits keep shifting, and what worked a year ago might not be doing the job today. It’s frustrating, especially when you keep putting in more hours.
But there’s good news. The built-in advantage of small businesses is that they can adapt. They can test ideas, change their approach, and respond to what customers need. Quiet times can present an opportunity for evaluating and refining. Looking at new angles and finding clear steps to move forward can be all you need to get your business back on track.
Let’s look at some practical ways to build a bit of momentum and feel good about where you’re headed again.
Revisit your pricing
When sales dip, it’s tempting to lower prices. But before you do, take a step back. It’s easy to assume that being the cheapest will get you the most sales. However, pricing is about value, or even perceived value. Make sure your pricing reflects the time and costs involved in producing and selling your products, along with a sustainable profit margin. Also, make sure you’re targeting the right market for your price range.
You may find it’s time to rework your pricing altogether. If it’s been a while since you properly reviewed it, there could be opportunities to simplify, bundle products together, or adjust for rising costs in a way that still feels fair and transparent.
Remember that if you can’t afford to run the occasional sale or discounted offer, then your profit margin is too low (or your costs are too high).
If you’re thinking about reevaluating your pricing, take a look at our handy pricing guide.
A common alternative to repricing is introducing product tiers. This gives customers a way to compare options based on features and price. For some businesses, adding a higher-end version can increase revenue by appealing to those willing to pay more for something special or luxurious. Think of how supermarkets offer ‘finest’ or ‘premium’ ranges. You don’t need to reinvent your brand - just offering a few upgraded options can help you reach a broader audience.
Tap into your network
Talking to other small business owners doesn’t have to mean boring and intimidating networking events. Drop a message to other business owners and get on a Zoom call or meet them for coffee. This serves several valuable purposes. Firstly, if you work from home, meeting in person gets you out of the house. Secondly, you can learn a lot from other business owners. The competition is not always the enemy. Your competitors can be a great source of advice, information and experiences to share - or they might even be able to pass business your way.
Keep showing up, even when it’s quiet
When things feel slow, the temptation is to halt marketing. After all, it’s often the biggest cost, both in money and time. But visibility is what keeps your business in people’s minds - especially when they’re ready to buy again.
Make sure you hit that social media. Use any extra time to plan content and schedule it in. Get on top of your email list. Look at ways to build it through your website, your social media, sign-up links in your business emails, or through networking. Then schedule regular, engaging emails to your loyal followers.
Research has shown that in a recession, those who continue to advertise are often the winners. Competition is lower, meaning that you can be more visible and advertising may also be cheaper.
Share the load so you can focus on what matters
Most small business owners juggle everything - orders, emails, stock, social media, the lot. But if you’re doing so much that you’ve got no time to focus on growing your sales or improving your products, it might be time to get a bit of help.
If your budget allows, hiring a virtual assistant or freelancer - even just for a few hours a week - can take the pressure off. You could delegate admin, emails, customer enquiries or anything that eats up your energy but doesn’t need your personal touch.
Yes, it’s an extra cost. But when you look at the time those tasks take, the time cost is often higher than the cost of hiring help. Especially when they’re pulling you away from the things that actually move your business forward - like making sales, building relationships, or developing new ideas. Or, just giving yourself a bit of breathing room.
Focus on the customers you already have
Acquiring new customers can be expensive. But the people who’ve already bought from you are your most valuable asset.
Now’s a great time to reconnect with past customers. Send a thank you message. Let them know when you’ve got something new. Offer a small reward for referring a friend. Ask them what they’d like to see from you next.
People remember the brands that make them feel seen. That little extra effort goes a long way, and it often turns casual buyers into long-term supporters.
Invest in learning
If things are quiet, it might be the perfect time to upskill. This doesn’t have to mean signing up for a big course. Sign up for podcasts, YouTube tutorials, industry newsletters, or even just take 20 minutes a week to learn something new that could move the needle. Udemy offers some great value courses that you can take at your own pace. In particular, there is a vast array of marketing courses to choose from. Approach with caution, though! All courses are not equal. Anyone can create a course on Udemy, so remember to read the reviews before parting with your money.
Keep listening and keep adjusting
The world doesn’t stand still, and neither should your business. Stay curious. What are customers asking for? What’s changed in your industry? What’s inspiring you right now?
Being open to small changes in uncertain times can lead to better results. Taking a step back and figuring out how to take advantage of quieter times can work in your favour.
Keep testing new ideas and keep moving towards something that feels good to you and the people who buy from you. You may find you emerge stronger than ever.
And if you’d like someone to talk things through with, we’re here. Our Tiny Clinic offers free 45-minute sessions with one of our marketing experts.
These sessions are designed to help you work through any marketing challenges - or simply give you space to explore ideas.