How B2C sales could shift in a recession [new data]

Sales is a tough job under normal circumstances, but throw in a recession and things get even more complicated. 

As whispers (or shouts) of an economic downturn persist, salespeople need to shift from defense to offense. This means retiring the old playbook and getting creative with your sales strategies.

I 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.

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Top Consumer Spending Trends in 2025

1. US consumers are spending more conscientiously right now.

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.

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. 

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.

2. In response to a recession, 59% of U.S. consumers are planning to decrease their home budget.

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. 

At the same time, 1 in 3 respondents say their home budget will stay the same, but they’ll reevaluate spending priorities. For instance, they might delay larger purchases or switch to more cost-effective brands.

3. During uncertain financial times, the majority of U.S. consumers spend the most money on essential items.

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. 

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, 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. 

So, to summarize the key findings I mentioned above, consumers will change their spending habits if we enter a recession in 2025. They’re pulling back on “discretionary spending,” like travel and luxury items, and other “non-essentials” (like entertainment spending) vs. necessities (like medication and health care). 

For salespeople, you’ll need to be more flexible and creative in the face of changing market conditions. Let’s look at a few strategies for B2C selling in a recession.

1. Your value proposition is key. 

Consumers are tightening budgets, so persuading people to make purchases, especially of products or services deemed as “non-essential,” will be more difficult. They want less risk and more reassurance, and you might have to work harder to earn trust.

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’re selling will meet their needs, you’re more likely to convince them that it’ll be money well spent.

I know B2C salespeople aren’t 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. 

If you speak to consumers, I recommend a consultative approach 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. 

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. 

Continue being consultative post-sale by sharing educational content that helps them get the most out of their purchase.

2. Don’t ignore your existing customer base.

Acquiring new customers is important during economic uncertainty, but not at the expense of your existing customer base. Never assume this group is “safe,” especially if these relationships have gone stale. After all, it’s your loyal customers who carry you through the downturn. 

Given this, I wasn’t surprised to see that small business owners’ #1 preparation for potential economic downturns in 2025 is focusing on customer retention.  

It’s 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. 

From these conversations, you may even find opportunities to upsell or cross-sell. 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.

3. Expect more touchpoints in the sales process.

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. 

However, during a recession, it’s 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. 

As a result, it’s important to understand that there might be more touchpoints in the sales process, and to ensure you’re nurturing potential customers at every single stage to give them the information they need to move closer to purchase. 

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.

4. Incentivize potential customers with compelling perks or flexible pricing.

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.

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. 

On top of that, you can offer flexible pricing plans. Tiered pricing, 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.

Another option is the freemium model, which divides users into a free or premium tier. The goal is to attract users with the free version of a product or service, often in a limited capacity, and then convert them into paying customers with the premium version.

32% of sales professionals offer prospects freemium options, and about 90% of them say it’s moderately to extremely effective at turning prospects into paying customers.

Back to You

Instead of being reactive or defensive to market changes, salespeople need to adapt to them. This requires equal parts creativity, flexibility, and persistence. By nailing this balance, you put yourself in the best position to push through.