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<\/a><\/p>\nI surveyed 200+ U.S. consumers to ask how they spend their money during a recession and used their insight to outline key strategies for successful B2C selling during an economic downturn. Let’s dive in.<\/p>\n
Table of Contents<\/h4>\n
<\/a> <\/p>\n We last surveyed U.S. consumers about recession spending in 2023, and more than a third said they were planning to make fewer purchases due to a possible recession, and 28% were spending more conscientiously than in previous months.<\/p>\n Today (mid-2025), there was a switch: in the shadows of a potential recession, consumers spend more conscientiously than in previous months (28%). 22% are making fewer purchases overall. <\/p>\n Although it was a small change, I think consumers feel more confident waiting and preparing (being conscientious) than stopping spending altogether because they dealt with the post-2020 economic changes and know that being more intentional about how they spend is the most helpful strategy. 57% of consumers in 2023 said they would decrease their home budgets within the first three months of a potential recession. Today, 59% say they would decrease their home budgets, but a majority say it would only somewhat decrease. <\/p>\n At the same time, 1 in 3 respondents say their home budget will stay the same, but they\u2019ll reevaluate spending priorities. For instance, they might delay larger purchases or switch to more cost-effective brands.<\/p>\n <\/a> <\/p>\n Unsurprisingly, most US consumers spend the most on essential items, like groceries and food, during uncertain financial times. Home bills (rent, mortgage, utilities, etc.) share space at the top of the list, followed by essential personal care and hygiene items. <\/p>\n Even with meals, Americans are shifting away from eating out and opting to spend more resources on breakfast and earlier meals. In a report from Toast<\/a>, they noted that “Late-night spending has also seen a shift, with some cities experiencing sharp reductions. Oklahoma City, for example, saw a 15% drop in late-night meal spending. <\/p>\n So, to summarize the key findings I mentioned above, consumers will change their spending habits if we enter a recession in 2025. They\u2019re pulling back on \u201cdiscretionary spending,\u201d like travel and luxury items, and other \u201cnon-essentials\u201d (like entertainment spending) vs. necessities (like medication and health care). <\/p>\n For salespeople, you\u2019ll need to be more flexible and creative in the face of changing market conditions. Let\u2019s look at a few strategies for B2C selling in a recession.<\/p>\n Consumers are tightening budgets, so persuading people to make purchases, especially of products or services deemed as \u201cnon-essential,\u201d will be more difficult. They want less risk and more reassurance, and you might have to work harder to earn trust.<\/p>\n In this situation, your value proposition becomes your main selling point. Consumers want less risk and more reassurance (that your product or service will meet their needs), and if you can clearly show exactly how what you\u2019re selling will meet their needs, you\u2019re more likely to convince them that it’ll be money well spent.<\/p>\n I know B2C salespeople aren\u2019t always speaking directly to consumers, so sales and marketing alignment becomes more important than ever here. Marketing teams need to know to focus on making value propositions incredibly clear in marketing materials. <\/p>\n If you speak to consumers, I recommend a consultative approach<\/a> where you take the time to understand your prospects’ pain points, including new ones that have emerged in response to economic conditions. Then, you adapt your pitch accordingly to focus on the value and benefits customers will get from your offer. <\/p>\n You can also hammer down on your value proposition in sales materials by providing evidence, like testimonials, reviews, or even UGC from real consumers. If a prospect feels confident about your product or service, it becomes much easier to cross the sales line. <\/p>\n Continue being consultative post-sale by sharing educational content that helps them get the most out of their purchase.<\/p>\n Acquiring new customers is important during economic uncertainty, but not at the expense of your existing customer base. Never assume this group is \u201csafe,\u201d especially if these relationships have gone stale. After all, it\u2019s your loyal customers who carry you through the downturn. <\/p>\n Given this, I wasn\u2019t surprised to see that small business owners’ #1 preparation<\/a> for potential economic downturns in 2025 is focusing on customer retention. <\/p>\n It\u2019s common for rep-customer relationships to fall into a routine, so I recommend putting in extra effort and time during periods of economic instability to initiate communication, iron out any issues, and deepen relationships with existing customers. <\/p>\n From these conversations, you may even find opportunities to upsell or cross-sell<\/a>. At minimum, a quick note of appreciation for their business can go a long way. At a minimum, a quick note of appreciation for their business can go a long way.<\/p>\n B2C sales typically have a quicker path to purchase than other types of sales. Consumers are more impulsive and make quicker decisions compared to the extended length and multiple stakeholder involved cycle of B2B sales. <\/p>\n However, during a recession, it\u2019s safe to expect a longer B2C sales cycle as prospects have a slower decision-making process that allows them to be as sure as possible about the benefits of a product before making a payment. Consumers might return to your website over and over to read product pages and reviews before adding to their cart, or they may even have products sitting in their carts for longer periods so they can truly weigh their options. <\/p>\n As a result, it\u2019s important to understand that there might be more touchpoints in the sales process, and to ensure you\u2019re nurturing potential customers at every single stage to give them the information they need to move closer to purchase. <\/p>\n Also, instead of chasing down every lead behind an abandoned cart, I recommend concentrating your efforts on a smaller pool of the most qualified users and nurturing them more frequently. By doubling down on those more likely to convert, you can prioritize your time and maximize chances of closing a sale.<\/p>\n In times of economic uncertainty, it can be tempting to slash prices and offer deep discounts. While some discounting is normal, it’s important to approach this strategy with caution. You don’t want to devalue your product or hurt profit margins too much.<\/p>\n Fortunately, you can incentivize your prospects without offering steep discounts. For instance, consider providing additional services or perks, such as extended free trials or complimentary tech support. <\/p>\n On top of that, you can offer flexible pricing plans. Tiered pricing<\/a>, for example, can capture customers with a wide range of budgets. They can start with a lower-priced tier and upgrade later once they’re in a better financial position.<\/p>\n\n
Top Consumer Spending Trends in 2025<\/h2>\n
1. US consumers are spending more conscientiously right now.<\/h3>\n
![\"recession-news-impact-spending](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/05\/recession-news-impact-spending20copy.jpg\")
<\/p>\n2. In response to a recession, 59% of U.S. consumers are planning to decrease their home budget.<\/h3>\n
![\"budget-change-recession](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/05\/budget-change-recession20copy.jpg\")
<\/p>\n3. During uncertain financial times, the majority of U.S. consumers spend the most money on essential items.<\/h3>\n
![\"recession-spend-priorities](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/05\/recession-spend-priorities20copy.jpg\")
<\/p>\n1. Your value proposition is key. <\/h3>\n
2. Don’t ignore your existing customer base.<\/h3>\n
![\"prepare-in-2025](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/05\/prepare-in-202520copy.jpg\")
<\/p>\n3. Expect more touchpoints in the sales process.<\/h3>\n
4. Incentivize potential customers with compelling perks or flexible pricing.<\/h3>\n
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