Embracing The Quiet Season
Thriving as a Creative or Small Business Owner in Winter
As winter digs her heels in, many creatives, small business owners and hosts find themselves facing what is often referred to as ‘the quiet season’. Things are still moving and happening – but much like the stasis of the season, everything is slowed by the perpetual chill.
In my first year of photography business, I wasn’t ready.
I didn’t know what the ‘quiet season’ was. No idea. Wasn’t prepared whatsoever. I thought it was something you could ‘choose’ to do; like families heading north in the holidays for a break, or teachers have a 2-month holiday over summer.
And it can be, depending on your line of work: if you’re solely in an industry like weddings, there is a ‘wedding season’ from Spring to mid-Autumn.
My first reaction as a newbie photographer was that I’d done something wrong; what aren’t I doing? Why don’t people want to book in anymore? Is my business over? Will I have to go and ‘get a real job’? (The latter, I always said with a SUPER twangy voice in my head, emulating the idiot who it to me many years ago.)
I was completely crestfallen. And then, as the blossoms began to poke through the winter chill, so did more enquiries. Everything picked up again, and my dream was saved. It became clear it was cyclical, and I vowed to prepare myself for the following year.
Many creatives and retail owners I’ve spoken to have expressed the same anxiety around winter: people bunker down, and either take their wallets north, to the European summer, or stuff them in a safe ahead of Christmas shopping in Spring. Spending shuts up like a clam.
Or, so is the assumption.
For service-providing creatives or other small business owners affected by the slow season, the decrease in the amount you can do outside may seem like a challenge to generate work or income. In colder climes like southern Australia, the seasonal depression cloaking towns can make it hard to get anyone excited about anything. However, with the right mindset and strategic approach, this period can be turned into a valuable opportunity for growth and creativity.
Below, I’ll be sharing ways you can embrace the quiet season, keep the creative juices flowing, and generate work or income despite the winter chill.
Reflect and Recharge:
The quiet season offers a chance to step back and reflect on your creative journey. Take this time to review your portfolio, assess your goals, and identify areas for improvement. Use this period to recharge, explore new ideas, and reignite your passion for what you do. Engage in personal projects like content shoots (even if you’re not a photographer!), experiment with different techniques and ideas, or have some professional development days and learn new skills through workshops or online courses.
Network and Collaborate:
Winter provides a great opportunity to connect with other creatives and small business owners in your community. Organise local meetups or create a networking opportunity for like-minded creatives. If you’re more remote, join online communities and social media groups dedicated to your niche and reach out to businesses you admire. Collaborate with fellow creatives on joint projects, exchange ideas, and cross-promote each other's work. Building a strong network can lead to future collaborations and referrals, even during the quieter months.
Diversify Your Offerings:
If you’re a photographer (for example!), consider expanding your services beyond your niche. Winter is a time when people still need professional photography for things like indoor events, family portraits etc. Adapt your marketing strategies to target businesses or individuals who require professional imagery during the winter months. If you’re a service-based creative like a marketer, graphic designer or copywriter, now is the time to build and promote all of your packages ahead of the Christmas season (remember, in business, this starts in September!). And the same goes for retail businesses! Use this time to nail your holiday season strategy, and create more product where necessary – get ahead of the game! If you have an Airbnb, consider creating packages for location shoots (especially for Christmas stock!) and approach aligned businesses to see if they want to use your house.
Offer Seasonal Specials:
Create enticing offers and promotions tailored to the winter season. This can include discounted rates for winter events or gift vouchers for personalised photo shoots. Partner with local businesses to offer bundled packages or collaborative promotions. By tapping into your local community, you can attract new clients and generate income during the quieter months.
Expand Your Online Presence:
While the outdoor opportunities may be limited, the digital world remains ever-present. Enhance your online presence by updating your portfolio, optimising your website for search engines, and maintaining an active presence on social media platforms. If you have mainly been present on one platform like Instagram, consider adding another one to your kit. Share behind-the-scenes glimpses, business tips, or curated winter-themed content to engage your audience and attract potential clients.
A Lesson for Next Year:
If you are finding this quiet season particularly difficult, please know that it’s okay and completely normal! Write down everything you have experienced, so you can prepare for next year. If you would like 1:1 help to get your business firing back up before the end of winter, I have something for you – announcement coming next week. If you’d like to hear about it early, get in touch here.
In Summary:
Although this season is not to be glamorised, try and see it as an opportunity for something else you otherwise wouldn’t have the time to focus on. Prepare yourself for when the bookings or customers do come, by creating a better work-flow and well-oiled business. Rather than perceiving it as a setback, view it as an opportunity to grow, experiment, and diversify your offerings. By reflecting, networking, diversifying, and adapting your marketing strategies, you can generate work or income; build valuable connections; and nurture your creativity even during the colder months.
Embrace the unique opportunities that the quiet season brings and let your creativity shine through the winter frost.
Thanks for reading!
