Economic Downturn FAQ for Advertisers

We know that as advertisers, there must be uncertainty and questions swirling around the future. When a downturn hits, we’re encouraged to pivot fast — sometimes before we have all the answers.

That’s why we’ve put together this FAQ. Times may be uncertain, but you don’t have to be.

Below, you’ll find advertisers’ most asked questions, along with answers and effective management strategies from our team of experts. 

Should I stop media spend?

Rather than stop, take a step back and pay close attention to campaign performance and efficiency spending. 

While stopping media spend might be your first instinct, you must be careful that this doesn’t have a negative impact on your purchase rates. Companies that kept growth levers on through the 2008 crisis outperformed peers by 150 percentage points in total shareholder return over the following decade.

Should I adjust my campaigns?

Many advertisers may feel pressure to pull the plug on particular channels or invest further into channels with clear ROI.

A good adjustment to campaigns would be doubling down on retargeting to customers and shoppers that have already indicated interest in your product.

However, there’s also a good reason to stay the course. As we mentioned, companies that keep growth levers on in hard times outperform competitors long-term. Brand awareness campaigns are more valuable than ever since customers will require more touchpoints to convert. Consider running multi-channel campaigns that cover the full funnel, not leaving the awareness stage behind.

Shoppers aren’t shopping for my product — what do I do?

It can be tempting to leverage third-party e-commerce platforms. However, it’s not worth handing over your customer data and relationships. Instead, you can:

• Create partnerships so that both parties can use their respective assets and audiences to cross-promote one another to boost brand perception, build brand strength, and offer special promotions. 

• Offer online discounts and promotions. 

• Adjust your messaging so that it comes from a place of empathy. Brainstorm ways your brand and its products can show up and support them through economic uncertainty.

For further reading, download our ebook: Tips for Acquiring and Retaining Customers Through Economic Change.

My supply chain has been compromised, and I have no product to sell. What do I do?

The first thing that you should do is keep your customers in the loop. When your team has the appropriate response ready, send out an email. Communicate clearly (and often) as updates are being made, particularly if you need to adjust price or create a waitlist. 

Consider creating a proactive press release that explains the situation in full, admits fault, and goes into detail around how you’ll make it up to them. Your customers are more likely to understand the company’s circumstances if you’re transparent. 

How do I address economic concerns that my customers are having?

Don’t be overly optimistic or pessimistic — be honest. Be as specific as possible with the steps you’re taking in response to economic changes and what this means for customers. Send out updates as often as is needed to convey any significant changes. 

People hear about an economic downturn non-stop. How do I address the situation without adding to the noise?

Since news of tariffs hit, people have been bombarded with emails — it’s starting to get noisy. Communicate with your audience about how your brand is managing the situation, but meet them where they already are (like on organic social or your website). 

Keep it relevant. How is a downturn affecting you and your customers? Do you have any specific solutions, or any updates to your operations? If your response is simply “we’re monitoring the situation,” customers probably don’t need to hear it.

Are there examples of small businesses that are pivoting well? 

Yes! Please note that we’ll continuously add to this list as more content comes along: 

Keeping Customer Engagement During Economic Downturns

How Winning Brands Keep Winning in a Recession

Examples abound. You can also look at company pivots during COVID-19, 2008 recession, dot-com bubble, or even back to the Great Depression.

How do I communicate pricing changes?

It’s true that when an unusual global event strikes, some of us will need to adjust prices — and for little reason other than circumstance. 

Ashley Alderson of the Boutique Hub put it this way: “A big question is, ‘Should I be telling my customers about my price increases due to tariffs?’ Across our community, the resounding answer to this is no, keep it positive.”

Some may take the opposite approach to position a sale or promotion (think of brands that create urgency by telling customers to shop before tariffs hit). But once tariffs strike, messaging should be more consumer-focused than brand-focused. 

How do I show customers my gratitude during these challenging times?

While you may no longer have the ability to connect with your customers face to face, there are many ways you can continue to strengthen your relationships by expressing your appreciation online. 

Consider sales or promos to show your appreciation, or updates for your loyalty program members.

Last updated on April 25th, 2025.