January sucks for small businesses.
We are all out here struggling in January. The post Christmas boom is followed by absolute crickets and dwindling sales, and a lot of small businesses are not having a good time. Bills still need to be paid, work does not slow down, and motivation can take a hit when things feel so quiet.
January is hard on both sides. Consumers are tapped out after the holidays, and small businesses feel that shift immediately. It can feel isolating, but this slowdown is more common than people realize.
I have a few ideas on how to keep things flowing in the slower months, both for consumers and for business owners.
How you can help as a customer:
Use gift cards instead of saving them. January sales matter more than holiday sales for many businesses.
Leave reviews from holiday purchases. Reviews help small businesses stay visible long after December ends.
Share a business you love. A simple tag or recommendation goes a long way.
Engage with posts so they stay visible. Likes, comments, and shares help small businesses fight the January algorithm slump.
Choose local when you do need to buy. Even one thoughtful purchase makes an impact.
What you can do as a small business:
Focus on your backend, like your website, bookkeeping, or product listings. Use the slower time to work on what usually gets pushed aside.
If you primarily sell at vendor events, use this time to find and apply for upcoming markets and pop ups.
Find another small business to collaborate with. Cross promotion helps everyone reach new audiences.
Work on your email list. This is one of the most effective ways to convert customers and stay connected without relying on social media alone.
Honestly, this part of the year is not super fun. If you are in Spokane, it is gloomy, cold, and feels like there is no end in sight. That weighs on people more than we talk about. Keep your head up. All we can do is show up, support each other where we can, and try our best until things start to pick back up.
-Bailey Pitts, Tandem Market
