What to do when small business panic sets in

Ahh, January, the gift that keeps on giving. The days are dark, the weather is rubbish, the tax bill is due, there’s nothing on TV and Christmas is a distant memory. It feels like January goes on forever, and both orders and money can feel like mythical creatures.

I saw a post on Instagram this morning that said “I don’t know who needs to hear this, but your small business isn’t failing, it’s just January.” I felt that. We always have a quiet period around the post-Christmas, pre-Valentine’s rush. Every year is the same. And every year, I go into panic mode and assume the worst case scenario is happening. I start planning how I can escape the small business owner life and start afresh in a new country…

And every year, we are fine. Sure, it gets a bit uncomfortable, squeaky-bum-time, you might call it. But we have survived 16 years of this. Why would this year be any different?

So, instead of worrying, catastrophising, losing sleep or planning my quick getaway, here are 7 practical things that small business owners can be doing when sales are slow.

1- Design New Products

My husband and I have a saying, “If in doubt, draw.”

I should clarify, we are both self-employed artists, so drawing is often a good solution. We both find that if we channel our energies into creating something beautiful, rather than sitting around worrying, things improve. Firstly, creating something new is a welcome distraction and gives us something to focus on. Secondly, adding new items to the website or Etsy shop can sometimes be the little boost they need to wake up again. The Etsy algorithm loves newness, so listing new items is always a good idea. And finally, creating new things equals social media fodder. I don’t know about you but my social media motivation goes out the window in January and I find it almost impossible to create content.

If in doubt, draw, knit, weave, paint, create.

2- Rephotograph Older Products

Quieter business times are the perfect opportunity for a freshen-up. Go through your older listings and see what can be improved. Replace product photographs that show products with last year’s date on (new year cards, diaries and anniversary gifts, I’m looking at you!)

While you’re at it, look out for blurry, outdated, boring, poorly lit or just badly composed images. They could also be replaced. I say this from a place of experience. I literally spent my day today rephotographing our wholesale range because they look much nicer on a pink background.

3- Write a Blog Post Or Start a Blog

Blogging is a brilliant way to improve your website’s SEO, authority and organic traffic. If things are all quiet on the order front, get writing to fill your time. Write an article that addresses one of the most common pain points of your ideal customer. Kind of like I’m doing right now. Because I KNOW I’m not alone on this one. I mean, you’re here, too.

Take a look at my guide here for small business owners looking to start blogging.

4- Plan Ahead

Use your time wisely. If you know that come March you’re going to be inundated with orders for Christening gifts, get prepped now while you have time. Create draft social media posts, write blog posts or draft emails for your newsletter. Is there a part of your making process that can be done beforehand? If so, do that.

5- Write a Newsletter Email

If you don’t have one of these yet, what have you even been doing?! Get yourself a newsletter started, like, now.

If you do already have one, then you should send your subscribers an email. Check in, remind them you’re still here. If it feels good to do so, you could always run a discount code or promotion. Don’t do this too often because you don’t want to become the brand that always runs a sale or special offer, but if you do want to bring in sales now, this could be worth considering.

6- Declutter

Start with your workspace- have a good old clear out. Tidy your desk, clean your workspace so that you are ready for busier times.

Then take a look at some of your older product listings on your Etsy shop. Are there things on there that have been active for years but not sold? If so, maybe it’s time for a digital declutter.

Is your computer desktop jam-packed with old files? Yep. Clear out required. Dropbox full? Then perhaps it’s time to say goodbye to those dusty old files that you’ve not opened or needed in the last few years. Now look at your social media. Unfollow accounts that bring you anxiety.

Sometimes a good old fashioned spring clean is just what the doctor ordered.

7- Take a Break

Self Care and rest are so often forgotten when in panic mode, but you need to take care of yourself. Paint your nails, do a face mask, go for a walk, bake a cake, read a book, light a candle. Do something nice for yourself. Because small business owners deserve self-love too!

Summing Up

When things are quiet in your small business, the temptation to sack everything off and go home for a nap is mighty. But there are more practical things that you can be doing to give you focus and help shift your mindset. Most importantly of all though, is try not to panic and assume the worst.

You’ve got this x