Client Spending in January: What to Do When Sales Slow Down

Notice how the usual rush drops off right after New Year’s? You’re not imagining things. January is legendary for slow sales—people are tapped out after the holidays, credit card bills are rolling in, and most folks just want a break from spending. It’s no fun when invoices go unanswered and your regulars suddenly disappear.

Instead of stressing out, you need quick, clear moves to get things going again. First off, check which of your services or products actually brought in money last January. Don’t guess—dig into the numbers. Sometimes it’s less about selling more and more about shifting your approach. Can you bundle smaller services, offer quick-win packages, or create an 'off-season' special? Think about what would make your clients say, ‘Alright, that’s worth it right now.’

• Why January Feels so Tight
• Fast Fixes: Keeping Cash Flowing
• Refreshing Your Offer for a New Year
• Building Loyalty When Money Is Tight

Why January Feels so Tight

If you’ve ever felt like your business dropped off a cliff after the holidays, you’re not alone. January is famous for slowdowns, and there are some real reasons behind it. First off, a ton of people overspend in December. Deloitte’s 2024 holiday survey showed that the average American spent about $1,650 on gifts, travel, and entertainment. That leaves wallets feeling painfully thin when the new year rolls around.

To make it clearer, check out this breakdown from a 2024 consumer spending report:

That $600+ drop in just one month isn’t just a blip—you can feel it in the way clients behave. Businesses everywhere see fewer requests and tighter budgets. On top of that, winter brings post-holiday credit card bills, so everyone (even businesses) are way more cautious about spending. It’s the classic New Year’s belt-tightening.

What does that mean for you? When client spending dries up, it doesn’t mean they’re gone for good. They’re just regrouping and paying off what they owe. In fact, surveys from Intuit and Square show up to 65% of small business owners report a 20–30% dip in sales during January compared to the fall months.

This isn’t a failure on your part—January’s just unnaturally slow for all sorts of industries. But recognizing client spending patterns helps you plan smarter so you’re not caught off guard every year.

Fast Fixes: Keeping Cash Flowing

When client spending drops in January, every dollar counts—so it’s all about being smart and quick. First thing, chase down outstanding invoices. It sounds obvious, but research from Xero (2023) shows almost 50% of small businesses deal with late payments after the holidays. Don’t let unpaid bills slide: send direct reminders, or even offer a small discount if someone pays right away.

Deals and discount offers work, but not every discount is good—it’s important to target your regulars, not just run a generic sale. Try a friends-and-family or loyalty referral discount instead. You can also test out flash sales with a tight deadline to spark urgency. Last year, retail stores running 48-hour pop-up deals saw a jump of up to 21% in January revenue, according to Shopify data.

Here’s a quick rundown of things you can try right now:

• Client spending review: Note which offers worked last January, and double down on those.
• Follow up with slow-payers: Personalized emails or even a quick call can often do the trick.
• Offer payment plans: If bigger invoices are scaring people off, split payments into two or three manageable chunks.
• Bundle services: Package your popular services together at a lower price and pitch it as a New Year starter deal.
• Reward fast payers: For clients who usually pay on time, add a one-time bonus or future discount as a thank you.

Want some quick data to see what other businesses face in January? Check out this simple table:

Focusing on these practical moves can plug up cash gaps without adding stress. The goal is to keep the money moving and your relationship with clients on good terms, even when wallets feel thin.

Refreshing Your Offer for a New Year

If you’re seeing a dip in client spending, just sticking to the same old promotion won’t do the trick. January is the perfect time to rethink what you’re offering. Clients are looking for a reset, and they’ll pay for something that feels fresh—think new twists or real value, not recycled leftovers from last year.

Seasonal packages or short-term deals actually work. According to the National Retail Federation, businesses that bundled services or offered first-quarter discounts saw an average sales bump of 12% during January-February, compared to those who didn’t change a thing. That’s not huge—but if your revenue is down 25%, every bit helps.

Don’t make it complicated. Here are some easy ways to shake things up for January:

• Introduce a "New Year, New Goals" package. If you’re a consultant, add a quick-strategy session to your regular offer, just for January clients.
• Run a flash sale with a deadline: 48-hour pop-up offers convert fast, especially if you keep it simple and announce it on social media or by text.
• Bundle low-cost extras with popular services. For example, give a free 15-minute check-in or a starter resource pack.
• Offer subscription or retainer deals that are more wallet-friendly this month, promising big value throughout the year.

To see what works, you have to try new things and watch the numbers. Here’s a quick snapshot for comparison’s sake—study your results and see where you could get the most lift:

If something isn’t moving, change it fast—don’t wait it out. Clients need a reason to come back in slow months, and sometimes, that means your offer needs a facelift, not just a markdown.

Building Loyalty When Money Is Tight

If you want clients to stick around during tough months, you need to show them you value more than just their wallets. Especially when client spending drops, loyalty-building isn’t about drastic discounts—people remember how you treat them, not just what you sell them. During the 2023 January slump, a HubSpot survey reported that 68% of consumers were more likely to return to businesses that checked in on them with helpful tips or a quick, non-salesy message.

Little actions make a difference. Send a personal email thanking them for their business last year. Or share a short update on what’s new, or how you can help them reach a goal this month. Keep things zero-pressure, so clients don’t feel pounced on in a financially tight season.

• Offer small, exclusive perks—early booking for new services or a mini freebie with any January purchase.
• Let loyal customers in on “behind the scenes” updates, sneak peeks, or special plans you have for the year.
• Give them a super simple referral reward: one easy action, one clear benefit, no hoops.
• Follow up a few weeks later—not to sell, just to see how they’re doing or if their needs have changed.

Here’s a quick rundown of loyalty moves that keep clients engaged, even when spending less:

No need to spend big to make clients feel appreciated. Be real, be helpful, and keep showing up. January might be slow, but loyalty built now often pays off big when wallets finally open again.