How to Grow Your Business During Economic Uncertainty

By Cap Puckhaber | Black Diamond Marketing Solutions

When economic uncertainty strikes — from rising tariffs to supply chain issues to inflation — small business owners feel it first and hardest. Unlike big corporations with deep pockets and global infrastructure, entrepreneurs, content creators, influencers, and Shopify sellers are left to absorb the pressure directly. Today, we’ll cover how to grow your business during economic uncertainty.

As someone who spent 15 years at Amazon and now runs my own small business, I’ve seen both sides of the economic rollercoaster. And here’s what I know: while you can’t control external forces like tariffs, you can control how you respond.

Here are 10 smart marketing and business strategies to help small business owners ride the wave — and even grow during uncertain economic times.

1. Rethink Your Supply Chain and Costs

Tariffs often hit product costs first. Shopify store owners and eCommerce sellers relying on imports feel it the most. Now is the time to:

Re-negotiate supplier contracts
Source from domestic or tariff-exempt regions
Explore drop-shipping alternatives that carry less risk

Keywords: tariffs on small businesses, Shopify tariff strategies

2. Focus on High-Margin Products or Services

When costs go up, your margins are your safety net. Identify your most profitable SKUs, services, or digital offerings. Pause or retire low-margin items that are vulnerable to increased costs. This creates financial breathing room while you ride out volatility.

Keywords: small business cost-saving strategies

3. Shift Your Marketing Toward Value Messaging

Consumers are feeling the pinch too. Instead of leading with luxury, lead with value, utility, and long-term benefit.

“Built to last”
“Get more for your money”
“Save now, benefit long-term”

Adapt your messaging across email, product pages, and social media.

Keywords: marketing during inflation, value-based messaging

4. Build an Email List You Own

If you’re relying mostly on Instagram or TikTok, you’re on rented land. Now is the time to:

Offer a lead magnet (like a free guide, discount, or exclusive content)
Capture emails via pop-ups or Shopify integrations
Use simple sequences to nurture and convert

Email remains the highest ROI marketing channel, especially during uncertain times.

Keywords: email marketing tips for small businesses

5. Invest in SEO and Organic Content

Paid ads are getting more expensive — and tariffs only make budgets tighter. Focus on SEO strategies that drive free, qualified traffic over time.

Start a blog with keyword-rich how-to content
Optimize your product descriptions
Create FAQ pages around questions customers are asking

Google rewards helpful content — and so do your potential customers.

Keywords: SEO for Shopify stores, content marketing for creators

6. Collaborate with Other Entrepreneurs

There is strength in numbers. Partner with other creators, influencers, or small business owners for:

Cross-promotions
Bundle offers
Shared giveaways

Collaboration helps you reach new audiences without ad spend, and creates goodwill when everyone’s navigating tough times.

Keywords: influencer collaboration tips, partnership marketing

7. Automate Wherever Possible

Economic pressure forces you to work smarter. Tools like ChatGPT, Canva, Shopify Flow, Klaviyo, and Buffer can help automate:

Content creation
Email flows
Social scheduling
Customer service

Saving time equals saving money — and sanity.

Keywords: automation tools for small business, AI marketing tips

8. Be Transparent With Your Audience

If rising tariffs are forcing you to raise prices or change products, be honest. Customers appreciate transparency. A simple post or email explaining why changes are happening can boost trust and loyalty.

Keywords: how to communicate price increases

9. Stay Active, Even When It’s Quiet

Don’t go silent when things get tough. Continue posting, engaging, and emailing — even if sales slow down. Visibility today leads to conversion tomorrow.

Use free channels like:

TikTok
LinkedIn
Instagram Reels
Blogging

Keywords: social media tips for small businesses

10. Remember — Tough Times Build Resilient Brands

Some of the strongest brands were built during recessions and downturns. Economic pressure forces clarity, focus, and grit. You are building systems now that will outlast the storm.

Stay agile. Listen to your customers. And don’t be afraid to pivot.

Final Thought from Cap Puckhaber

At Black Diamond Marketing Solutions, I work with small businesses, creators, and Shopify owners who want to not just survive but grow — regardless of what the economy throws at them. Tariffs and inflation are real challenges, but they’re also opportunities to sharpen your brand, marketing, and messaging.

Let’s build smarter, together.

—
Cap Puckhaber, Founder of Black Diamond Marketing Solutions

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