By Vicky Sidler | Published 26 May 2025 at 13:00 GMT

There’s nothing like a good dose of economic uncertainty to make a business owner cling to their receipts like a toddler with a teddy bear.

If it feels like 2025 is just throwing challenges at you—tariffs, inflation, supply issues, shifting buyer habits—you’re not imagining it. Small businesses are feeling the pressure from every direction. But if you’re smart about how you respond, this year could still be one of growth, not retreat.

New insights from Microsoft’s Ready, Set, Grow report reveal the five smartest moves you can make to survive (and thrive) in a tough economy. These aren’t magic tricks. They’re practical, clear-eyed strategies that every small business owner can use—right now.

Why You Should Care About This Report:

Let’s start with the basics. Small businesses:

• Make up 90% of global businesses

• Provide over 50% of employment worldwide

• Generate two-thirds of new U.S. jobs

Translation: You’re not just important—you’re essential. But essential doesn’t mean immune.

Microsoft’s report outlines a few harsh truths:

• $300 billion in goods are under new tariffs, squeezing small business supply chains.

• 45% of small businesses are still dealing with supplier delays.

• 72% of owners are uncertain about the next six months.

• 63% have had to change their business model just to keep up.

And yet, those same small businesses are powering forward. How? By focusing on efficiency, connection, and value.

Here’s how to do the same.

1. Target People Who Are Already Looking for You:

Every dollar counts. So, aim it at someone who’s already shopping.

• Use search ads to get in front of high-intent customers.

• Try dynamic search to catch emerging trends.

• Retarget past website visitors—these people already know your name.

This isn’t guesswork. It’s strategy. And it saves your budget from chasing the uninterested.

2. Tell a Story People Actually Want to Hear:

According to Mailchimp, 64% of customers feel a personal connection to the small businesses they support. That’s huge.

So skip the jargon. Ditch the megaphone. Show up like a real human with a real story.

Not sure what to say? 

As a StoryBrand Certified Guide and Duct Tape Marketing Strategist, I’ll tell you this: one clear message beats a hundred clever slogans. Authenticity builds loyalty—and loyalty keeps the lights on.

3. Double Down on Local:

The Salesforce Small Business Trends report says 59% of customers are more likely to buy local. Add that to the 64% of businesses already supporting their communities, and you’ve got a powerful angle.

Here’s what to do:

• Mention your location on your website and ads.

• Highlight local sourcing wherever possible.

• Share community projects or events—these build emotional equity.

4. Serve the Customers You Already Have:

If you’re spending all your energy chasing new leads, you’re ignoring the people most likely to buy from you again.

• Businesses that focus on retention see 40% higher revenue growth

• 84% of consumers say rewards programs influence where they shop

Don’t let your past buyers forget about you. Email them. Thank them. Reward them.

5. Be Upfront—Even When Things Are Messy:

Whether it’s shipping delays or price bumps, silence makes it worse. 82% of customers say transparency is a deciding factor in where they shop.

So tell them what’s going on. Tell them what you’re doing about it. Tell them you appreciate their patience.

Trust isn’t about perfection. It’s about honesty.

Your One-Pager for Staying Strong in 2025:

Economic pressure isn’t going anywhere soon—but neither are your customers. They still want to buy. They’re just choosing more carefully.

That’s where your message matters most.

If you want a tool that helps you say the right thing, the right way, every time—download my free 5-Minute Marketing Fix. It’s a one-page guide to crafting a message that builds trust, earns loyalty, and sells with confidence.

👉 Get the 5-Minute Marketing Fix here.

Because at the end of the day, the economy may be confusing—but your message doesn’t have to be.