Marketing in a Recession: 10 Strategies Every Marketer Needs

When customer spending tightens and competition intensifies, cutting marketing might feel like a smart and safe move.

But staying visible, helpful and adaptive is what keeps your brand in the game.

If you’re wondering how to market in a downturn without wasting resources, this guide is for you. In the following sections, we break down practical, recession proof marketing strategies that help you do more with less.

• How Customer Behaviors Shift During Recessions
• Mindset Shift: How To Think About Marketing in a Recession
• How To Market in a Downturn: 10 Business Strategies To Explore
• Don’t Forget Long-Term Growth
• 4 Advantages of Digital Marketing and Advertising in a Recession

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How Customer Behaviors Shift During Recessions

Recessions don’t just slow down the economy. They also influence how people spend, compare options and decide what’s worth their money. To build an effective recession marketing strategy, brands need to understand how these changes show up for consumers.

💭 Spending Declines Across the Board

Consumers typically cut back on spending at the first signs of a recession. Households trim non-essentials like dining out, travel and new gadgets.

For example, during the onset of the COVID-19 recessions in early 2020, over 60% of U.S. consumers reported cutting back on spending due to economic concerns (AdRoll). A few years later, a 2023 survey showed that nearly 70% of Americans believed the country was already in a recession, and many were preparing to reduce spending across the board.

Worries about inflation, interest rates and job security push consumers to rethink their priorities. The same holds true in business-to-business (B2B) environments. While the impact may take longer to show, budget scrutiny intensifies. Buyers delay projects, rework contracts and focus only on investments that keep the business moving forward.

B2C buyers react quickly to a recession by cutting spending and switching brands, while B2B buyers respond more gradually. Their decision cycles slow as they prioritize value and demand a stronger ROI.

💭 Price Sensitivity Across the Board

When times are tight, price matters more. Shoppers seek out sales, compare options more thoroughly and willingly swap premium products for lower-cost alternatives. Loyalty gives way to practicality.

This isn’t just a retail trend. B2B buyers, with the pressure to justify every expense, gravitate toward solutions that are not only affordable but demonstrate a return. As such, brands relying too heavily on name recognition or past reputation risk being outpaced by competitors who make a stronger value case.

💭 Value Becomes the Filter

Price alone doesn’t close the deal during a downturn. Individual and business buyers start asking: “What do I actually get for this?”

Durability, support, ease of use and outcomes are all scrutinized. B2B decision-makers, in particular, want proof: performance data, client results and side-by-side comparisons.

Your ability to communicate value with clarity and confidence becomes one of your strongest assets.

💭 Decision-Making Slows Down

During tight budget periods, frugality is often paired with hesitancy, and buyers take longer to commit. For business-to-consumer (B2C) brands, this means more abandoned carts and prolonged consideration cycles.

Meanwhile, internal approval layers increase in B2B, increasing the average sales cycle. In mid-2020, 68% of B2B professionals said their sales processes slowed compared to the year prior (B2B Marketing Zone). This wasn’t just pandemic-related; it reflected a broader tendency for companies to scrutinize every dollar spent.

As decision-making slows down during these periods, it’s common to see conversion rates dip. Marketers must be patient when unlocking how to increase sales during recession, offering ongoing education and reassurance to help buyers overcome their caution.

💭 Brand Loyalty Becomes Earned, Not Assumed

Loyalty is also tested when budgets shrink. Consumers who once favored a specific brand may switch if they find something cheaper — unless the brand has built real trust.

However, loyalty doesn’t disappear. Instead, it becomes more conditional and intentional. Many customers will stick with you if your brand shows up with helpful content, transparent messaging and genuine support. Otherwise, they’ll find alternatives that feel more in tune with the moment.

💭 Digital Habits Deepen

The COVID-19 downturn dramatically accelerated the shift to digital and eCommerce transactions. Online shopping, mobile apps and social platforms all saw rapid growth.

Social media usage jumped to 65 minutes per day in 2020, up from under an hour the year before (Statista). TikTok user activity in the U.S. doubled in the same period, averaging 22 hours per month (WARC). Platforms like Facebook and Instagram became vital for staying in touch — and also a bigger channel for news and content.

This explosion of digital media use created captive audiences for social media marketing and online advertising. More importantly, the digital habits formed during recessions tend to stick. Many businesses that quickly moved to digital during past downturns found new revenue streams and loyal customers that remained even after recovery.

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Mindset Shift: How To Think About Marketing in a Recession

Recession-era marketing calls for clarity, not silence. Consumers expect brands to stay visible and relevant, not disappear. In a Kantar survey during the COVID-19 downturn, only 8% of respondents believed stopping advertising was a good idea (Vesta).

The market still listens, but expectations shift. Your marketing recession efforts must reflect real concerns: value, trust and timing. Practical, empathetic content builds connection, while tone-deaf messaging creates distance.

So, how do you proceed?

A smart business strategy during recession is to shift your marketing mindset from “growth at all costs” to resilience, efficiency and empathy. The goal is to build relevance and position for eventual recovery. That means aligning your digital marketing strategy with where your audience is mentally and financially.

Ultimately, a well-balanced, recession proof marketing plan plays defense and offense: defensively adapting to consumer frugality and offensively preparing for the coming recovery. Recession marketing rewards brands that stay present, helpful and adaptive.

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How To Market in a Downturn: 10 Business Strategies To Explore

Recessions don’t last forever. Historically, U.S. recessions average about 17 months. Even more encouraging is that most downturns are followed by periods of sustained growth.

This window of economic pressure presents an opportunity: Instead of cutting back entirely, you can stretch your marketing budget to address short-term realities and set the stage for long-term recovery.

Below are 10 foundational business recession strategies to help you navigate this shift:

1. Don’t Go Dark

While it’s prudent to optimize budgets, pulling back too far and going dark can erase your hard-earned awareness, diminish brand equity and leave you out of sight when consumer confidence rebounds.

Brands pausing their marketing efforts often take years to regain lost market share. Meanwhile, those who stay active often emerge stronger. Kellogg’s, for instance, doubled its advertising during the Great Depression and overtook its top competitor as a result.

Avoid reactive cuts, like halting content production or eliminating your marketing team. These may relieve short-term budget pressures but weaken your ability to compete during and after the recession.

2. Audit and Refocus Your Marketing Budget

Every dollar matters more in a downturn. Start with a comprehensive audit of your current marketing activity. Identify underperforming campaigns, redundant tools or expensive channels with minimal return.

The idea is to cut waste but resist the knee-jerk reaction to slash all marketing. It’s also wise to shift your budget toward high-ROI efforts. Owned channels like your website, blog, search engine optimization (SEO) and email marketing often shine during lean periods as they compound over time without ongoing ad spend. Earned media, such as social media engagement and organic referrals, also become valuable when budgets are tight.

Remember: A well-tuned recession marketing strategy doesn’t mean spending less. It means spending with purpose.

3. Double Down on SEO and Content Marketing

Let’s examine how SEO and content marketing become significant assets when marketing budgets tighten.

These tactics may have upfront costs in time and effort, but they produce long-lasting results and continue to drive traffic and leads without ongoing ad spend, making them cost-effective in the long run.

Educational blog posts, how-to guides, explainer videos and FAQ pages are excellent places to start when you’re new to recession content marketing. For example, if you’re a home improvement retailer, launching a “DIY on a budget” series can help attract cost-conscious homeowners.

This kind of content aligns with the buyer mindset in a downturn, which, in turn, helps earn trust, build authority and rank in search results. Helpful, relevant content positions your brand as a reliable resource, not just a vendor.

SEO also deserves a closer look. Revisit your keyword targeting, optimize for mobile and ensure your content architecture supports user experience. These changes improve discoverability now and pay dividends as search demand returns.

4. Shift Paid Media Toward Retargeting and High-Intent Audiences

Paid media still has a role, but it needs to be more precise. Instead of spending broadly on awareness, you want to focus on audiences who have already shown interest in your product or service. Retargeting lets you re-engage people who have visited your site, interacted with your content or abandoned a cart.

Figures gathered by Invesp show that website visitors who are retargeted with display ads are 70% more likely to convert. That’s a massive lift in conversion efficiency, which is exactly what you need when sales are harder to come by.

Advertising in a recession also creates unexpected advantages. As competitors reduce ad spend, platforms often experience surplus ad inventory. This can drive down cost-per-click (CPC) rates and improve ad placement opportunities.

Capitalize on this by targeting keywords and placements that show buying intent. For instance, invest in search campaigns around “buy [product],” “compare [product]” or [product] pricing” instead of broader, informational terms. Audiences making these searches are more likely to act.

Understanding how to increase sales during recession doesn’t necessarily mean increasing your paid budget. Instead, use it smarter. Retarget, test creatives and keep your brand visible among those most ready to buy.

5. Emphasize Value, Utility and Trust in Messaging

Recessions shape what people care about. Flashy promotions or aspirational messaging that work during good times can seem disconnected when people are managing financial stress.

For successful, recession proof marketing efforts, your messaging should be tailored around what matters now: practicality, long-term value and reassurance. Emphasize affordability, durability, cost-efficiency or guarantees — whatever helps customers feel confident about their purchase.

If you sell a premium product, frame it in terms of quality, longevity or lifetime savings. If you offer budget-friendly options, highlight how they help customers stretch their money without compromising essentials.

Empathy also plays a significant role. Consumers want to feel understood. So, it’s crucial to position your brand as helpful and honest, not opportunistic. Acknowledge economic uncertainty, but provide clear, constructive solutions. Optimism paired with realism builds trust.

Here are some examples of how to flip sales-driven language into value-driven, empathetic language:

6. Prioritize Customer Retention Over Acquisition

Retaining an existing customer is significantly more cost-effective than acquiring a new one, especially in a recession.

Your existing customers are your strongest asset in a downturn. They already know your brand and trust your offering to some degree. Focus on nurturing those relationships through personalized email campaigns, loyalty rewards and exclusive offers.

In B2B environments, retention can be even more strategic. You can schedule account reviews to offer flexible contract terms or discuss how you can help clients weather the storm. These business recession strategies deepen relationships and show clients you’re there to help them navigate difficult times, not just close sales.

7. Offer Flexible Payment Options

Even customers who want to buy may hesitate if payment feels like a burden. As such, one of the fastest ways to lower the perceived barrier to purchase is by offering flexible payment options.

Cart abandonment often comes down to limited or inconvenient payment choices.

According to data gathered by Baymard Institute, a lack of enough payment methods is among the leading causes of lost sales. Adding installment plans, “Buy Now, Pay Later” options (like Klarna, Afterpay or PayPal Credit) or extended financing can help customers commit with more confidence.

For subscription-based businesses, temporary plan downgrades or pause options can also be very helpful. They keep users in your ecosystem and demonstrate that your brand understands and adapts to real customer challenges.

However, don’t be too focused on how to increase sales during recession that you rely too heavily on deep discounts. Massive markdowns may boost short-term conversion but can damage your long-term brand perception.

Instead, use strategic promotions: reward loyal customers, test short-term offers or introduce bundles that provide value without sacrificing margins. The goal is to support purchasing behavior while preserving brand integrity.

8. Simplify the Customer Journey To Make It Easy To Convert

Friction becomes fatal when consumer confidence drops.

Any unnecessary complication, whether a confusing interface or a lengthy checkout process, can drive buyers away.

One out of five shoppers abandoned a cart in the last quarter due to a long or complicated checkout process (Baymard Institute). Simplifying the customer experience can unlock sales that would otherwise be lost.

Begin by auditing your customer journey at every step. Here are some helpful questions to guide your analysis:

• How quickly can prospects find what they need on your website or store?
• How many clicks or form fields does it take to complete a purchase?
• How quickly does your site load on mobile devices?

Use conversion rate optimization (CRO) techniques: Run A/B tests on your landing pages and forms to find simpler layouts that yield higher completion rates. Eliminate any roadblocks on key webpages and make sure calls to action are clear and prominent to nudge customers toward the desired action.

Improving your website experience is central to recession proof marketing. With a streamlined customer experience, you can capture limited demand more effectively and retain hard-earned attention.

9. Use Data Analytics Ruthlessly

Consumer behavior can shift quickly in response to market news, inflation trends or job reports. The only way to keep up is to track your performance closely and act on it without delay.

In a volatile economy, data must be your decision-making compass. Use your analytics tools (e.g., Google Analytics, CRM reports and ad dashboards) to identify what’s working and what’s underperforming. Monitor metrics like customer acquisition cost (CAC), conversion rate and customer lifetime value (CLV) weekly or biweekly instead of waiting for end-of-month reports.

If a campaign is underperforming, reallocate the budget to stronger performers immediately. This level of agility keeps your marketing efficient and justifiable.

A disciplined, data-first approach is essential for digital marketing during recession. Fortunately, digital marketing tools offer everything you need to stay informed. Use that insight to evolve in real time. Your strategy should be adaptive, responsive and deeply rooted in what your data is telling you right now.

10. Experiment Carefully With New Channels

A recession isn’t the time to overhaul your marketing playbook, but it is a golden time to test.

Consumer behavior changes under pressure. People discover new platforms, spend more time in niche communities and engage with different content formats.

The key is to experiment carefully. Allocate a small, manageable portion of your budget (or time) to test one or two new tactics or platforms.

For example, a fashion brand might pilot a TikTok series featuring micro-influencers. A B2B software provider might launch a podcast or webinar series to build thought leadership. These efforts don’t need to be large-scale. Instead, they must be well-planned, measured and responsive to early results.

Use the available metrics to evaluate early traction and decide whether to scale up or pivot. If something doesn’t gain momentum, the limited risk lets you pull back quickly.

Finally, the point is not to chase every trend — it’s to stay observant and responsive. The next big growth lever might come from a small test you start today.

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Don’t Forget Long-Term Growth

While you adjust to short-term realities, preparing for what comes next is equally important. Every economic downturn eventually ends, and when the recovery begins, brands that planned ahead gain ground fastest.

Taking a long-term view is a smart business strategy during recession. You want to strengthen your foundation while others pull back, continue building brand awareness, refining your offer and growing your owned channels. Your email list, social media following and organic website traffic are all assets that can drive compounding value over time.

You can think of this as your brand’s off-season. It’s a time to fine-tune your messaging, improve your website, publish evergreen content and build operational resilience. These investments rarely pay off overnight but prepare you to scale when the market rebounds.

A smart recession marketing strategy does more than keep the lights on. It builds the momentum you’ll need when the market shifts back in your favor.

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4 Advantages of Digital Marketing and Advertising in a Recession

As you build a recession strategy with long-term growth in mind, one component consistently stands out: digital marketing. While many companies focus solely on cost-cutting during a downturn, digital gives you the flexibility to stay visible, adapt quickly and generate value even when budgets are tight.

1. Cost-Efficient Reach With Measurable ROI

Digital marketing is particularly well-suited to recession conditions because it offers a high return on investment (ROI) across multiple channels. It lets you reach targeted audiences more efficiently and affordably than with TV, print or out-of-home advertising.

During the COVID-19 recession, cost-per-mille (CPM) and cost-per-click (CPC) rates dropped as advertisers paused campaigns. Brands that stayed active then saw better placements at lower prices, giving them a more substantial return on every dollar spent.

This trend often repeats across economic downturns. Less competition can stretch your paid media budget significantly further.

Owned and earned channels also shine here. SEO and email marketing require no ongoing media spend, yet they deliver strong results over time. Email, in particular, allows you to nurture your list with minimal investment, using segmented campaigns to share updates, discounts or helpful content that keeps your brand top of mind until customers are ready to buy again.

2. Larger Online Audiences and Greater Agility

As we’ve noted earlier, recessions typically lead to increased digital activity.

People spend more time online, scrolling, searching, researching and streaming. During the early months of the pandemic, social media usage rose by over 20% and streaming activity jumped by over 25%. These trends revealed how important digital channels are in reaching consumers where they’re already spending their time.

For marketers, this means expanded reach without expanded cost. This increase in attention benefits paid social, search ads, YouTube placements and email outreach.

But digital also gives you something traditional media cannot: agility. You can update your ad creative, adjust budgets and refine targeting in real time. If you spot a shift in consumer behavior or search trends, you don’t have to wait weeks for a new media buy. You can respond today.

This level of flexibility is essential when marketing in a recession, where conditions can change quickly and decisiveness drives results.

3. Sustaining Engagement and Building Trust

Even when customers are hesitant to buy, they’re still paying attention. They’re browsing, comparing, researching and looking for signs of reassurance. So when you show up with empathy, consistency and useful content during these quiet periods, you’re more likely to remain in the consumer’s consideration set.

This is where digital’s always-on nature becomes invaluable. Thoughtful blog content, helpful videos, well-timed emails or supportive social media posts all serve as touchpoints. These interactions don’t need to push a hard sale. In challenging times, they can simply build familiarity, credibility and trust. That equity pays off when spending rebounds.

Remember: a strong marketing recession approach doesn’t just chase short-term wins; it creates lasting brand value.

4. Faster Recovery and Long-Term Strength

Historical data consistently support the case for maintaining advertising in a recession.

A McGraw-Hill study of 600 companies during the 1981–82 recession found that those who sustained or increased ad spend experienced 275% more growth in the recovery period than those who went dark (Vesta).

That’s because visibility compounds. When your competitors go quiet, your message carries further. When consumer demand returns, your brand is already top of mind.

Brands that consistently invest in business recession strategies can emerge stronger, better aligned with customer expectations and ready to grow faster than their peers.

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Don’t Stop Marketing — Just Market Smarter With Thrive

Cutting back doesn’t mean cutting out. Businesses that thrive in a downturn are those that stay visible, adapt swiftly and continue to deliver value. Smart digital strategies grounded in data and long-term thinking can help you do just that.

If you’re navigating a downturn and need expert support to realign your marketing recession strategy, partner with a team that can drive results in uncertain times.

At Thrive Internet Marketing Agency, we’re here to help you market smarter, not louder. Let us help you get ready for recovery while remaining relevant today.

Talk to our marketing experts to get started.

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Frequently Asked Questions About Digital Marketing During Recession