During an economic downturn, one of the first things many business owners stop doing during a recession is marketing budget. It feels like a safe thing to do but in reality, it can hurt long-term growth.
Smart marketers know that recessions aren’t a time to go silent. They’re an opportunity to adapt, build trust, and strengthen customer relationships.
While buying behaviors do shift during tough times, people don’t stop spending — they just become more selective. If your brand isn’t visible, it’s at risk of being forgotten.
Brands that keep showing up consistently during a recession tend to do better once the economy rebounds. In fact, Mailchimp found that businesses that stayed active with their marketing during the COVID-19 economic recession saw better growth once the economy picked back up.
So instead of going quiet in a recession, see it as a time to adapt and do smart marketing. But how do you do this? In this article, you’ll be shown some common mistakes to avoid and some proven marketing strategies that work during recession.
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Why Marketing in a Recession Is Important
A lot of businesses slow down during tough times but smart ones don’t. They adapt. They keep showing up. They ask, “What does our audience need right now?” and rewrite their message to provide real answers.
Marketing in a recession is your chance to stand out while others stay silent. People remember the brands that stayed visible during an economic downturn. And when things improve, those are the brands they trust.
Being consistent is key. You don’t have to spend a lot — just keep showing up. Post on social media. Send emails. Use SMS, MMS, or blog content to stay connected with your audience.
Even with network marketing during a recession, it’s all about staying in touch. People still engage with content, share ideas, and recommend what they like. If your brand stays in the conversation, you’re already ahead.
Common Mistakes Businesses Make During Recessions
When things get hard, it’s easy to mess up. But knowing these mistakes can help you avoid them — and set your business up for success. Let’s look at some common missteps businesses make during a recession, and how you can stay ahead.
1. Going Completely Invisible
When times get tough, it’s tempting to pull back and go quiet. But if you stop talking to your customers, they may stop thinking about you. Meanwhile, your competitors are still showing up — and that’s who your audience will notice.
The good news? You don’t need a big budget to stay visible. Even a simple text message can remind your customers that you’re here and ready to help. Not sure what to say? This guide on writing promotional text messages walks you through exactly how to craft messages that feel natural and get results.
Using SMS and MMS campaigns is one of the most cost-effective ways to stay connected. A quick offer, a helpful tip, or even a thank-you note — it keeps your brand in the conversation without overwhelming your time or wallet.
And don’t forget the power of relationships. Network marketing during a recession can open doors to new partnerships and referrals. Staying visible isn’t just about marketing — it’s about staying present where it matters.
2. Over-Discounting Without a Strategy
Sure, everyone loves a good deal — but if you rely too heavily on discounts, it can hurt your brand in the long run. Customers may start to expect lower prices all the time, and that can quickly eat into your profit margins.
Instead of slashing prices, think about how you can add more value without hurting your bottom line. Small touches often make a big impact.
You could offer free shipping, priority service, or even a helpful resource that solves a specific problem. These kinds of extras build customer loyalty — without devaluing what you offer.
3. Ignoring Customer Sentiment
People change — and so do their priorities. What your audience cared about last year might not matter as much today. If you don’t keep up with these shifts, your marketing can fall flat.
During marketing in a recession, understanding customer sentiment becomes even more important. People are more cautious, emotional, and selective with their spending. The more in tune you are with their needs, fears, and motivations, the more your message will resonate.
4. Cutting Performance Analytics or Creative Testing
One of the biggest mistakes you can make during a recession is cutting performance analytics or stopping creative testing. It might feel like these are “nice-to-haves,” but they’re actually essential.
Without tracking results, you won’t know if your marketing is working — and without that knowledge, there’s no clear path to improvement. Analytics help you spot what’s effective, what’s wasting time or money, and where you should double down.
During marketing in a recession, insights from data and testing are more valuable than ever. They help you make smart decisions, stretch your budget, and focus on what actually drives results.
6 Smart Strategies to Market Your Business During an Economic Downturn
When times are uncertain, your marketing shouldn’t stop — it should get smarter. Here are six proven strategies for marketing during an economic downturn that can help you stay connected, stay visible, and come out stronger on the other side.
1. Focus on Existing Customers
In a recession, your loyal customers are your strongest support. They already trust you, now’s the time to take care of that relationship.
Focus on the people who’ve bought from you before. They’re more likely to buy again, refer others, and stick with your brand for the long run.
You don’t have to slash prices. Just offer real value. Think loyalty rewards, early access to offers, or even a simple thank-you message that shows you care. A well-timed text can go a long way in making customers feel seen and appreciated.
Not sure what to say? This blog on Thank you for your business shares easy, genuine ways to express gratitude and strengthen customer loyalty.
2. Invest in Content Marketing
You don’t need a big budget to do content marketing. Blog posts, email newsletters, user-generated content (UGC), and simple guides are all great ways to provide value without spending much.
It’s a smart, long-term way to build trust and show that you know your stuff.
With TruText, you can even send that content straight to your customers through SMS. It’s affordable and helps keep your brand top of mind. The more helpful info you share, the more your audience sees you as a brand they can trust.
3. Double Down on Brand Trust
Trust is everything when it comes to keeping customers, especially during tough times. Be honest with your audience. Let them know what’s going on in your business and how you’re handling the economic downturn.
Support your community and stay connected. Whether it’s through a quick text or simply checking in, showing that you care builds lasting trust. These small moments matter and they’ll pay off long after the tough times are over.
Stay transparent. Stay involved. And your customers will remember you for it.
4. Test and Optimize Ads (Don’t Stop Them)
When the economy slows down, many businesses cut their advertising budgets. But what they may not realize is that ad costs often drop during recessions, making it a smart time to test, learn, and improve.
Instead of stopping completely, use a smaller budget to experiment with different messages, formats, and platforms. See what clicks with your audience and what doesn’t. This way, you’re staying visible without overspending and gathering valuable insights along the way.
Even small changes can lead to big results. For example, testing SMS vs. MMS can help you figure out what type of content your audience responds to most. It’s all about using data to get better — not louder.
5. Be Where Your Customers Are
During a recession, people tend to spend more time online, scrolling social media, checking emails, or simply staying connected. This is your opportunity to show up where your customers already are.
Whether it’s on social platforms, through SMS, or via email, make sure you’re part of the conversation. If you’re not already using these channels, now is the perfect time to start. The goal is simple: stay visible and stay relevant in the places your audience is paying attention.
6. Let Your Customers Help You Get More Customers
When people are trying to be careful with their money, they often ask friends or family before making a purchase. That’s why happy customers can be one of your best marketing tools.
TruText’s Referral Texting feature makes it easy for your customers to spread the word. With just one text, they can share your offer or link with someone they know — like saying, “Hey, I like this. You should check it out.”
It’s simple, cost-effective, and it works. Instead of trying to get all the attention yourself, let your customers help bring new people in. Book a demo to see how it works for your business.
Real-World Examples of Brands That Survived During an Economic Downturn
1. Amazon: Growing Strong by Focusing on Customer Service
During the 2008 recession, many companies were cutting back, but Amazon decided to do things differently. Here’s how Amazon stayed strong:
Affordable prices, great service, and product variety
Amazon made sure it had lots of products at affordable prices, so people kept shopping there. Their wide selection and commitment to good service kept customers coming back.
Quick and reliable delivery
Amazon understood that speed matters. In 2008, they heavily invested to make this happen. they heavily invested in improving their shipping systems to get products into customers’ hands faster than ever.
Why it worked: Amazon focused on what mattered most — keeping customers happy. By doubling down on service instead of cutting corners, they built stronger relationships and continued to grow during a difficult time.
2. Dove: Building Emotional Connections with People
While there wasn’t a global recession when Dove launched these campaigns, the beauty brand understood something powerful: in challenging times, emotional connection matters more than ever. Instead of relying on typical beauty ads, Dove chose a more human approach:
Real Beauty campaign
In Dove’s Real Beauty campaign, they showcased women of all shapes, sizes, and backgrounds — celebrating natural beauty instead of unrealistic perfection. It stood out from the “perfect beauty” ads people were used to.
Self-Esteem Project
Dove invested in programs to help young people build confidence and deal with pressure from the media about how they should look. They’ve reached over 60 million young people — and counting.
Real Beauty Sketches
Dove made a video where a police sketch artist drew women based on how they described themselves and how others described them. It showed that people are often too hard on themselves and don’t see their own beauty clearly. The video was a huge hit!
Why it worked: Dove focused on authentic, feel-good messaging. By making people feel seen and valued, they created deep emotional loyalty — something that matters even more when people are navigating tough times.
Market Smarter, Not Harder During a Recession
Marketing during an economic downturn isn’t about doing more — it’s about doing what matters most. It’s not about stretching your resources thin, but about using them wisely.
Instead of cutting your marketing efforts completely, focus on smart moves: connect with loyal customers, invest in content, and adapt your message to stay relevant.
The key is to pivot, not panic. Prepare for changes in customer behavior, embrace creativity, and always lead with value.
If you’re ready to adapt quickly, TruText can help you stay connected with customers through smart, targeted SMS and MMS campaigns.
Whether you’re building relationships or engaging in network marketing during a recession, TruText gives you the tools to keep your message strong — without overextending your budget.
You can try TruText free for 14 days — no commitment, just results. Or, if you’re ready to dive in, book a demo today and discover how to market smarter — even in uncertain times.
Frequently Asked Questions
Q: How do I measure the success of my marketing during a recession?
A: Track what matters: Are people still buying? Are they coming back? Use tools like Google Analytics or simple surveys to see how customers are finding you. If something isn’t working, adjust your message or channel.
Q: Is it smart to launch a new product during a recession?
A: Yes — if it solves a real problem. Test your idea with a small group or ask existing customers if they'd buy it. Starting small lowers risk and helps you learn fast.
Q: What’s the most affordable marketing channel right now?
A: Text messaging (SMS/MMS), email newsletters, and organic social media are all low-cost, high-return tools, especially when paired with valuable content and consistent outreach.
Q: Should I lower my prices to keep customers?
A: Not necessarily. Instead of big discounts, try small offers, flexible payment plans, or added value like a free bonus. People care about value, not just price.
Q: How can I support my team when we’re on a tight budget?
A: Be transparent. Let them in on what’s happening and ask for their ideas. Recognize small wins, celebrate effort, and show appreciation, it costs nothing but builds loyalty.
