Surviving the slow season: Smart strategies for small businesses in winter
The mid-year winter months in South Africa can sometimes be a tough one for small businesses. Be it a loss of footfall, stricter consumer spending, or the general doldrums that set in after the initial quarter rush, many businesses feel the chill beyond the exposed temperatures. However, it is important to remember: a seasonal lull can be a great period for business owners to adjust their mindset, and to use the time to reflect and create smarter strategies that will help the businesses grow.
1. Keep cash flow warm
Every small business is still a living entity, and cash flow is its lifeblood. When times are slow, healthy financial habits need to be maintained.
- Reassess your budget: Try adjusting your forecast; cut back where you feel it is unnecessary, but do not compromise on quality. See if there are a few things you can cut spending on without affecting utility bills, subscription charges, or supplies.
- Offer winter bundles and promotions: Bundle products or services in ways that highlight the needs of the season (think cosy combo packs, winter wellness kits, or discounted service packages).
- Discount for early payments: Give loyal clients small discounts or bonuses for prepaying in whole or in part.
Sound financial management and proactive action are needed to navigate the little moments of quiet in business.
2. Spark engagement, even in the cold
Customers may not be spending as much during winter, but that doesn’t mean they’re not listening. It’s truly one of the best times to deepen connections.
- Launch a winter campaign: Themes like “Stay Warm with Us” or “Winter Wins” may be suitable to create pertinent content. Push offers through social channels, email, or in-store.
- Educate and inspire: Share stories that offer a behind-the-scenes view, instructional guides, or seasonal tips that make your business appear helpful through a human side.
- Reward loyalty: Engage in a small winter-driven loyalty program, maybe a “hot drink on us” coupon, or discount voucher for customers who come visiting during the coldest winter weeks.
Genuine engagement keeps your brand top-of-mind whenever customers’ wallets open up for spending again. They will then turn to you.
3. Make the most of downtime
Winter being slow provides a timely opportunity to work on your business rather than working in it.
- Refurbish your branding and website: Revamp your visuals, alter the user experience, or review messaging so that it mirrors your growth and goals.
- Upskill everyone around (yourself included!) Have staff engage in short online training sessions, attend webinars, or simply explore tools that can enhance operations and customer service.
One such resource worth exploring is the Introduction to Project Management short course from the IMM Institute. Project management as a discipline that takes years of training and experience to truly master it; however, a manager will always benefit from knowing the core principles and processes. With rapid change becoming a norm in the marketplaces, this course will help business owners balance the idea of ‘business as usual’ against necessary transformation. It’s a smart way to invest in your own growth while preparing your business for future agility.
- Revisit your strategy: Check points that are working or not, develop a plan for your business in the light of what you see, and arm yourself for upcoming (busier) seasons.
Final thoughts
Winter can feel like a freeze-frame for small businesses, but with careful planning, smart marketing, and a proactive approach, it can become a powerful pivot point. Lean into the season by embracing new ways to connect with customers, streamline operations, and lay the groundwork for a successful second half of the year.
