What to Do When Your Small Business Sales Drop in October

Summer’s over, the kids are back at school, and you’re gearing up for the golden quarter, that exciting time when sales usually pick up and you start preparing for the festive rush.

But then October hits… and it still feels like crickets.

You’re not alone. Many small retailers and product-based businesses find October an increasingly tough month. So why does it feel so slow?

• Customers are in browsing mode. They’re thinking ahead to Christmas but not quite ready to buy or they’re holding out for those big Black Friday deals.
• They’re also not shopping for themselves. After a busy summer and back-to-school spending, most people are saving for the months ahead.

But instead of panicking, you can use this quieter spell to your advantage. October is the perfect time to plan, prep, and build momentum so you’re ready to make the most of November and December when shoppers are finally ready to buy.

I’m Katie, a Stock & Profit Specialist with almost 20 years of experience working across both big and small retail businesses. I know the ebb and flow of sales seasons inside out, and I’m here to share some practical tips to help you stay calm, keep control, and make October feel a little less scary (and a lot more strategic).

Because if you can plan ahead, rather than burying your head in the sand,you’ll protect your cash flow, manage your stock smarter, and set yourself up for a strong end to the year.

Accurately Forecast (and Don’t Over-Buy Stock)

When sales slow down, it’s tempting to panic-buy, to place extra orders “just in case” things suddenly pick up. But trust me, that’s the quickest way to tie up your cash in stock that won’t move for weeks.

Ignoring the October dip won’t make it go away. Instead, face it head-on by building the slowdown into your forecast. If you accurately plan for a quieter month, you’ll avoid over-ordering and protect your cash flow for when things ramp up again in November and December.

If you need a hand working out your numbers, check out my blog on How to Forecast Your Q4 Sales Accurately, it walks you through forecasting by week and month, so you can plan your stock levels around a slower October and busier festive season.

By planning for the dip instead of fearing it, you’ll keep your stock balanced, your spending smart, and your bank balance happier.

Turn Your Overstock into Cash

October is the perfect time to take a good look at what you’re holding too much of, the slow movers, the summer leftovers, or anything that’s been hanging around a bit too long.

Use this quieter period to plan how you’ll clear it before the end of the year. Could it become part of a Black Friday deal, a bundle, or a “last chance to buy” offer?

The key is not to leave it until the last minute. Use your October downtime to get organised and decide which products to promote and how you’ll market them. That way, when shoppers are ready to buy in November, you can move that stock quickly and turn it into cash, rather gather more dust.

Stay Visible & Connected with Your Customer

It can feel like you’re shouting into the void during a quiet month, posting on socials, sending emails, and hearing nothing back. But whatever you do, don’t go quiet.

When November and December arrive and your customers are ready to shop, you’ll want to be front of mind and that won’t happen if you disappear now.

That said, it’s not enough to just show your products; you need to tell your customers how those products will transform their mood and their day-to-day life.

Autumn might be beautiful, but it’s also darker, colder, and a little less motivating. Talk about how your products can make your customers feel better right now:

• Homeware that makes their space feel warm and inviting
• Candles, skincare, or prints that lift the mood on gloomy days
• Stationery or accessories that help them feel organised and calm before the Christmas chaos

You can also use this time to tell the story behind your products. When sales are slow, connection matters more than conversion.

Share why you created a product, how it’s made, or how it fits into your own autumn routine. That kind of storytelling builds trust and emotional connection and when shoppers are ready to buy in November, they’ll remember you for their Christmas shopping.

Get your website Christmas ready

You don’t need to be shouting about Christmas just yet, but October is the perfect time to quietly get everything ready behind the scenes, so when November hits, you’re good to go.

Start by giving your website a seasonal refresh:

• Add any Christmas or gifting products to your site
• Create a dedicated Christmas collection and add it to your main menu
• Update product descriptions to include seasonal keywords (think “gift-ready,” “cosy,” or “perfect for someone special”)

It’s also a great time to work on your SEO and content. Start writing Christmas blog posts or collaborating with other small businesses to create shared “gift from small businesses” features. These backlinks will help your site start ranking on Google just in time for the shopping rush.

And while you’re at it, start planning your Christmas emails,  even if you’re not sending them yet. A little prep now will save a lot of stress later.

If you want some expert help with this, Elle from The Ecommerce Assistant, a Shopify, ecommerce and Klaviyo expert, has a brilliant blog all about getting your Shopify website ready for Christmas gifting season.

And if you join her community, Ecomm BFF, you’ll get access to the Christmas Ready Checklist, a month-by-month breakdown of what to do and when, plus loads of other incredible resources.

Don’t Panic, The Better Sales Are Coming

The way customers shop has changed, so it’s important to adapt rather than panic. October might feel disheartening, but it’s not a reflection of failure, it’s just part of the natural retail rhythm.

Keep showing up, keep talking about your products, and keep connecting with your audience. Even if sales feel slow now, every post, email, and story helps build awareness and trust.

When November and December arrive and customers are finally ready to shop, you’ll be the first business they think of.

So take a deep breath, stay consistent, and remember, the better sales are coming.