News

Why a slowing economy can be the best time to grow market share | Expert advice for local businesses

Why a slowing economy can be the best time to grow market share | Expert advice for local businesses

Photo: Metro Services, Saga Communications


(607NewsNow) — For many local business owners, the first instinct during an economic slowdown is to cut expenses, and advertising often ends up on the chopping block. History and data show that pulling back on marketing during tougher times can actually be the most costly mistake. A slowing economy presents a rare opportunity: the chance to grow market share while competitors go quiet.

1. Less noise, more visibility

When other businesses scale back, the marketplace becomes less crowded. Your message has a better chance of standing out, grabbing attention, and making a lasting impression on customers who are still spending, just more carefully. This is especially valuable for local businesses who aggressively compete against “big box” stores.

2. Customers remember who showed up

In times of uncertainty, consumers look for stability and trust. If they consistently hear your business name while others go silent, they’re far more likely to choose you when it’s time to buy. Advertising through a slowdown plants the seed for loyalty that pays off long after recovery.

3. Market share is won in the valleys, not the peaks

When the economy rebounds, as it always does, businesses that kept advertising will already have a head start. They’ve stayed top-of-mind, earned trust, and captured market share from competitors who cut back. Those competitors then face an uphill climb trying to regain lost ground.

4. Advertising costs often work in your favor

During slower periods, media companies may offer more flexible rates or bonus opportunities. This means your advertising dollars can actually go further, giving you more exposure for the same, or even less, investment.


Advertising in a strong economy is like rowing with the current, it feels easier, but you’re moving alongside everyone else. Advertising in a slowing economy is like rowing when others stop, you may be working harder, but you’ll pull ahead.

The businesses that lean into advertising during a slowdown are the ones that come out stronger, with a bigger slice of the market and a loyal customer base.

Now is not the time to pull back. It’s the time to stand out.

Recent Headlines

1 day ago in Entertainment, Music

Q&A: Mariah Carey enters ‘the era of me’ with her first album in 7 years

Seven years after her last album and 35 years into a powerhouse career, Mariah Carey continues her reign as the queen of pop and R&B with "Here for It All."

5 days ago in Entertainment, Trending

ABC ends Jimmy Kimmel’s suspension and his show will return Tuesday

ABC will reinstate Jimmy Kimmel's late night show in the wake of criticism over his comments about the assassination of conservative activist Charlie Kirk, officials with the network said Monday.

5 days ago in National, Trending

4.3 magnitude earthquake jolts the San Francisco Bay Area and people report feeling a sharp shake

An earthquake with a magnitude of 4.3 rocked the San Francisco Bay Area early Monday, waking up many people, with more 22,000 saying they felt it, according to the United States Geological Survey.

5 days ago in Entertainment, Music

Release party for Swift’s ‘The Life of a Showgirl’ album is coming to AMC theaters

Taylor Swift is heading back to the big screen next month, and fans are already lining up for tickets. AMC Theatres announced on Friday that it will host a release party for Swift's 12th studio album, " The Life of a Showgirl," which is set to debut Oct. 3.

1 week ago in Entertainment, Music

Grammy-winning songwriter Brett James who co-wrote ‘Jesus, Take the Wheel’ dies in plane crash

Grammy award-winning country songwriter Brett James, whose string of top hits includes "Jesus, Take the Wheel" by Carrie Underwood and "When the Sun Goes Down" by Kenny Chesney, died in a plane crash in North Carolina, authorities said Friday. He was 57.