How to Grow a Business in a Recession

Navigating a recession is one of the greatest challenges a business can face. Not only do the financial constraints often translate to lower sales and less revenue, but banks and investors also become more risk-averse in recessions, reducing your access to loans and other funding. In the face of economic downturns, businesses often find themselves in survival mode. However, a recession can also present unique opportunities for growth and innovation. If you are wondering how to grow a business in a recession, keep reading to learn some strategic approaches to not only weather the storm but thrive and expand your business during challenging economic times.

Are we in a recession?

A recession is usually defined as when a country’s gross domestic product (GDP) falls for two consecutive quarters. The UK’s GDP shrank by 0.1% in the third quarter of 2023, after zero growth in the second quarter. The official data for the fourth quarter of 2023 will be released on 15 February 2024, which will make it clear whether the UK has entered or avoided a recession.

Even if the UK manages to avoid falling into recession, 2023 was undoubtedly financially challenging for many business owners due to soaring inflation and interest rates. In times of economic turbulence, you might think growing your business seems too risky. However, I’m here to tell you that there are some advantages and opportunities for entrepreneurs who are willing to take calculated risks and innovate their businesses during a downturn.

Research shows that businesses that innovate during a recession can emerge stronger on the other side. In fact, some of the most successful companies in history, such as Apple, Netflix, and Starbucks, were founded or expanded during recessions. It is possible to not only survive but thrive during an economic downturn, so long as you use it as an opportunity to innovate and adapt.

Here are some key strategies you should consider if you are wondering how to grow a business in recession and emerge stronger than ever:



Finesse your marketing and advertising efforts.

Experienced business owners know that effective marketing and advertising drive sales. They also know that during a recession, many other businesses cut back on their marketing budgets, leaving space for those who don’t. By increasing your visibility and reaching out to new and existing customers, you can gain a competitive edge.

If you do need to reduce your marketing budget, then you must invest your limited resources as efficiently as possible. The first step is to review your marketing plan and look at the various analytics platforms to learn more about how your customers engage with your content. Here are a few ways to understand how efficient your marketing efforts are so that you can channel your budget where it will have the biggest impact:

  • Use Google Analytics to see what sources drive the most traffic, review customer engagement, and see conversion tracking to see which of your channels drive the most sales.
  • Look at Google Ads to focus your paid advertising budget on geographic locations and keywords that are most likely to lead to conversions.
  • Review Google Search Console to understand where and what people click on Google to get to your site. Optimize content for specific questions and needs that your audience is looking to answer.
  • If your business runs paid ads on Facebook and other networks, then you should look at the types of ads that perform the best. Like other forms of paid advertising, you can target your ads to secure conversions at a lower cost.

During a recession, you must focus on the marketing initiatives that are most likely to yield you a return. By being fully abreast of what works and what doesn’t, you will be able to market your business in ways that give you more bang for your buck.

Cut costs, not value.

Cut costs, not value.

In a recession, managing costs becomes vital. Evaluate your expenses meticulously and identify areas where you can trim without compromising the quality of your products or services. This might involve renegotiating contracts with suppliers, optimizing operational processes, or exploring cost-sharing arrangements.

Reducing your expenses is a smart move during a recession, but you should be careful not to compromise the quality and value of your products and services. Rather than cutting costs across the board, you should identify and eliminate any waste, inefficiency, or redundancy in your operations. You should also look for ways to optimize your processes, systems, and resources, such as automating tasks, outsourcing functions, or negotiating better deals with your suppliers.


Nurture relationships with your customers.

During difficult economic times, the businesses that succeed are those that understand and satisfy their customers’ needs. Your customers are your most valuable asset, and even more so during a recession. They are the ones who keep your business alive and growing, so you should treat them well and show them that you care. You can do this by providing excellent customer service, soliciting feedback, offering incentives, creating loyalty programs, or sending personalized messages. Satisfied customers are more likely to remain loyal and recommend your business to others.

Finding new customers can be challenging during a recession, so making customer retention your focus is crucial. Listen to your customers, gather feedback, and adapt your strategies accordingly. By building strong and lasting relationships with your customers, you can increase their satisfaction, retention, and referrals.

Innovate and adapt.

Recessions often bring about changes in consumer behaviour and preferences. Luxury services and items often become harder to sell during a recession, but necessities are less vulnerable. If your business is primarily focused on luxury items, a recession may be the time to focus on your basic offerings rather than your add-ons.

A recession is a time of change and uncertainty, but also a time of opportunity and creativity. You can also use this time to adapt to the changing needs and preferences of your customers. In order to make money in a recession, you may have to diversify your product or service portfolio to include more essential or affordable options for your customers. For example, if you are a massage therapist, you might start to offer ‘mini’ treatments of shorter duration at an affordable price. You might also adapt your marketing so that it reflects the essential health and wellness benefits of regular massage, rather than emphasizing the luxury or indulgence elements.

Businesses that do well in a recession are prepared to innovate products, services, or business model. You must stay agile and be willing to make necessary adjustments to meet the evolving needs of your target market. By innovating and adapting, you can stay ahead of the curve and meet the challenges of the recession head-on.

Network and collaborate.

Networking and collaborating

Networking is a valuable strategy for any small business but is even more important during a recession. Meeting other business owners in your local area can often open up unexpected opportunities for promoting yourself. It is a fantastic way of growing your customer base, accessing new opportunities and resources, and receiving support and guidance from your peers.

Networking can help you reach potential clients who may not be aware of your products or services, or who may be looking for alternatives to their current providers. By building relationships with other professionals, you can increase your visibility and credibility in your industry and generate word-of-mouth referrals.

Networking allows you to explore opportunities for strategic partnerships and collaborations with other businesses. Pooling resources, sharing customer bases, and collaborating on marketing initiatives can create mutually beneficial arrangements that help all parties navigate the recession more effectively.


Be Financially Prepared

During times of economic uncertainty, a clear financial plan is more critical than ever. Financial stability is essential if you are aiming to grow your business during a recession.  Take a hard look at your financials. Examine your income versus your expenses. Look at your spending habits and determine your financial goals.

You can prepare your business for a recession by ensuring you have a financial cushion to withstand unexpected challenges. A good rule of thumb is to build an emergency fund that equates to a minimum of three months’ income. If your income changes, you will then have a three-month buffer to find a solution, regroup and adjust. Additionally, if an unexpected expense occurs, you won’t have to use your primary income to cover the cost.



Thriving during a recession requires a combination of strategic planning, adaptability, and a customer-centric approach. By focusing on the strategies in this blog, you can position your business not only to survive but to grow and emerge stronger in the face of economic challenges. Remember, challenges also bring opportunities, and those businesses that can pivot and adapt are often the ones that thrive in the long run.

Growing a business in a recession is not easy, but it is rewarding. I have seen many businesses thrive and succeed during difficult times, and I believe you can too. Get in Touch to find out how I can help you grow your business.