By Elise Balsillie, Head of Thryv Australia and New Zealand

Winter has a way of revealing how strong a small business really is.

For some New Zealand SMBs, the colder months bring reliable demand. For others, winter can mean slower foot traffic, delayed decisions, tighter household spending and customers who are harder to reach. Bookings can become less predictable and cash flow can feel more exposed.

That does not mean businesses should wait for demand to return. Winter gives SMBs an opportunity to look under the bonnet of the business and make sure the basics are working, from customer follow-up and online visibility to booking, payment and communication. The businesses that hold their ground are often

Start with existing customers

When conditions tighten, many businesses instinctively chase new customers. Winter is also the right time to look more closely at the people who already know, trust and value the business.

Past customers are often an underused source of seasonal revenue. They may need a reminder, a check-in or a reason to rebook. A homeowner may need gutter cleaning before heavy rain. A dental patient may be overdue for a check-up. A retailer may have customers who bought winter products last year but have not returned.

An SMB should look at its customer records and ask three simple questions. Who has not booked or purchased in the past six months? Who usually needs us at this time of year? Who could benefit from a timely reminder?

That creates a stronger starting point than a generic promotion sent to everyone. The best outreach is specific, such as a reminder before school holidays, a seasonal maintenance checklist or a personalised note to customers who have gone quiet. The aim is to make the next step easy and relevant.

Keep communication consistent

Many SMBs become less visible when they are under pressure. Social posts slow down. Emails stop. Reviews go unanswered. Follow-ups are delayed because the owner is managing stock, staff, costs or daily operations.

Customers rarely know what is happening behind the scenes. They only experience whether the business is easy to contact, quick to respond and clear about what it offers. In winter, when people may be weighing up every spend more carefully, communication becomes part of the value proposition.

The Thryv Business Index and Consumer Report found 68 per cent of New Zealand consumers say friendly, responsive communication builds trust more than any marketing message.

Trust is often built through small moments.  From a quick reply, a clear booking confirmation, to a helpful email, a response to a review or a reminder that arrives at the right time.

Winter communication should be planned, not reactive. SMBs should map the moments where customers may need information, reassurance or a prompt, from opening hours and weather-related updates to appointment availability, payment options and delivery timeframes.

The goal is to remove friction before it becomes frustration.

Make action easy

When customers are cold, busy, tired or cost-conscious, they are less likely to work hard to engage with a business. If they cannot book easily, pay simply or find current information online, they may move on.

This is particularly important for service-based SMBs. A customer who thinks about booking after hours may not call back the next morning. A customer who cannot find updated information may assume the business is closed, unavailable or disorganised.

The Thryv Business Index and Consumer Survey also found 47 per cent of New Zealand consumers would be likely to choose another business if digital tools such as online ordering or mobile payments are not offered.

That does not mean every SMB needs every digital tool. It means businesses need to remove the obvious barriers that stop customers from taking action.

A winter readiness check should cover the basics. Are opening hours updated everywhere customers might look? Can people book or enquire outside business hours? Are payment options clear? Are reminders being sent before appointments? Is there a simple process for asking happy customers to leave a review?

Build offers around value

Discounting can be tempting when demand slows, but it should not be the only lever.

A winter offer should be built around value, timing and relevance. For a café, that might be a midweek bundle that increases average spend. For a beauty business, it might be a seasonal treatment package. For a trade business, it might be a maintenance check and for a professional service provider, it might be a planning session before the second half of the year gathers pace.

The strongest offers solve a seasonal problem. They give customers a reason to act now without training them to wait for discounts.

SMBs should ask what customers are dealing with at this time of year. Are they trying to stay warm, save money, maintain their home, prepare for school holidays, look after their health or make business decisions? The offer should respond to that real need.

Track what winter is teaching you

Winter should not be judged only by whether sales rise or fall. It should also show where the business is strong and where it is exposed.

SMBs should track a few practical indicators. Which customers responded to reminders? Which offers converted? Which channels generated enquiries? Which invoices took longer to pay? Which days or times were strongest for bookings?

If SMS reminders work, use that learning again. If email re-engages lapsed customers, build it into future campaigns. If reviews influence new leads, make review management a consistent habit.

Stay close, stay remembered

Winter does not affect every SMB in the same way, but it tests the same fundamentals.

Can customers find you? Can they trust you? Can they book, buy or pay easily? Do they hear from you before they forget about you? Do they have a reason to come back?

For New Zealand SMBs, the answers will increasingly shape loyalty.

Strong customer relationships are not built only during peak periods. They are strengthened in quieter months, when communication, service and convenience matter most.

Winter may cool demand but it should never cool the relationship.