Businesses That Thrive in Recession
Businesses That Thrive in Recession

21 Businesses That Will Thrive in Recession

There has been a time when we went to any shop, and each of the shopkeepers said that the market is being so cruel and low, it is difficult even to recover costs, customers are not spending, on and on, and the list of worries of business people would never end.

Plain and simple, we call a ‘recession.’ This article lists 21 Businesses That Thrive in Recession and proves why these businesses are recession-proof.

In times of the low economy, being in business will worry you with your profits and sales, but being employed by someone would equally concern you regarding job security and remunerations.


  • Not all businesses and industries feel the same pain during an economic recession.
  • Some businesses benefit as consumers cut back on substitute products and other competing options.
  • Many businesses that do well during recessions either provide goods and services that increase demand directly due to recession conditions, offer cheaper alternatives to luxuries or big-ticket purchases, or for which the market is relatively inflexible to income changes.
  • Most of the recession-proof businesses are in the following areas: Digital Industry, Health and Wellness, Food and beverages, Finances, Entertainment, and..sins 🙂

Don’t have a business yet? Check our guide on the best 42 business ideas you can start with almost no money. Of course, these are recession-proof as well.

But a little history class first:

The Great Recession of 2008

The great recession of 2008 is a recent case of recession at a global level, which we all can recall.

Like the Nuclear Explosion at Hiroshima and Nagasaki, we are still struggling to make good the losses of that recession hit, and it would probably take more years to do so completely.

This dark period began in the UUSin 2007 due to a dip in the real estate market, and the tremors of this economic earthquake were felt in most developed countries.

2008 Financial Crisis in numbers - Businesses That Thrive in Recession
2008 Financial Crisis in numbers – Businesses That Thrive in Recession

According to the US Bureau of Labor Statistics, during the first quarter of 2009, the lowest point of the recession, over 230,000 US businesses closed.

S&P_500 - June 2007 - May 2009
S&P 500 – June 2007 – May 2009

But countries like China and India were less affected than others, as you can see in the map below of the real GDP growth rate of 2009.

GDP Real Growth in 2009
GGDPReal Growth in 2009


Fast forward to the present:

“The Mother of All Recessions” Starts In 2021

According to UniCredit specialists, the world is heading to a deep recession. So deep that they say in a report, you can check here that “The mother of all recessions has arrived.”

In the US, the economy will likely shrink by 5% in 2020; in the eurozone, GGDP may contract by about 13% in 2020. Speaking about the UK, there is also a shrink of GDP by almost 10%.

The global GDP contracted by 4.2% between Q4 2007 and Q2 2009.

The OOECD’sGGDPfigures for the third quarter of 2020 show the coronavirus’s ongoing impact on economies worldwide.

GDP figures by the OECD for the third quarter of 2020. Source: Statista
GDP figures by the OECD for the third quarter of 2020. Source: Statista

Businesses That Thrive in Recession

While studying recession, one question tickles all of our minds: does the recession affect every business?

Most of us think yes is the answer because we tend to witness a downfall in almost all major industries. These industries include real estate, construction, jewelry, textile, agriculture, etc. But there are a handful of business lines that not only sustain but even flourish during the times of recession, while it is struggling darkness for the rest of them.

How To Manage The Finances Behind A Business [Ultimate Guide]
How To Manage The Finances Behind A Business [Ultimate Guide]
So if you are not one of those who laugh off the fear of recession until it strikes them, instead, you are the one who wants to recession-proof your business, then here is a concrete list of business options for you that have shown upwards graphs even the economies were low.

Wait no more. Here is our list of 21 Businesses that thrive in recession:

Digital Industry Thrive in a Recession

1. Digital Marketing & Web Development Agency

According to Better Marketing, big agencies with large accounts that spend the most on advertising risk losing 30% of their revenue.

For small and mid-sized agencies, the risk is negligible, but there is also an opportunity. So if you are a small-mid agency, be flexible, optimize your processes, lower the cost, and compete for clients who would typically go to expensive agencies.

People purchase goods and services online more than ever. Also, due to the pandemic, people that hadn’t have a presence online did it fast. Many apps and websites must still be created so WordPress development companies will prosper.

Here is our complete, actionable guide on starting and growing your digital marketing agency.

How to start and grow a digital marketing agency [Actionable Guide]
How to start and grow a digital marketing agency [Actionable Guide]
Digital marketing jobs are also in high demand, so if you’re not yet ready to start your agency, you may start a career in digital marketing.

2. Blockchain & Cryptocurrencies

Blockchain is one of the leading technologies of today’s world. And the best cure for a recession is innovation and adaptation.

Considering blockchain’s importance and developments, it may be the vehicle that will carry us out of the recession, just like in 2008. It was the micro-gig economy with leading companies like Airbnb, Uber, Fiverr, etc.

From cryptocurrency trading and exchanges to video games and virtual worlds to decentralized finance and WEB 3.0, the shift from physical to digital is happening. We believe COVID-19 further accelerates this evolution, so blockchain-related businesses will thrive in a recession.

3 Affiliate Marketing

According to Statista, affiliate marketing spending in the UUSalone will reach $8.2 billion by 2022. According to Rakuten’s Forrester report, 81% of advertisers and 84% of publishers use affiliate marketing.

That’s because affiliates receive money only when they generate a sale for the vendor. In troubled economic times like these, the vendors reduce the marketing budgets that don’t bring guaranteed deals.

According to Google Trends, affiliate marketing’s search trends have risen in the previous economic crisis.

Affiliate Marketing Trends - 2004 to present
Affiliate Marketing Trends – 2004 to present

For publishers, affiliate marketing is also appealing because of its low-cost entry barrier. They need a website that gets traffic and to signup for an affiliate marketing network.

Entertainment Industry

We all desire to be entertained, even in happy times. We want distractions from our business tensions during gloomy times, and most wealthy business people consider entertainment an easy escape.

So here are a few business options thriving during a recession:

4. Movies

When it comes to Jennifer Lawrence or Julia Roberts, who will think about the market’s bullish or bearish phase before spending those three hours.

Instead, they find it an easy and affordable option to distract and refresh their minds from their worries or profits and losses. A big tub of caramel popcorn with a sizeable chilled coke and Vin Diesel is dancing on the big screen; who will resist? So popcorn and theatres are always a yes.

5. Television

We all have seen those funny businessmen with unlimited wealth sitting on their massive black boss chairs in their office, scratching their nice, round, flat tummy and watching television when no customers are humming around.

So be it, ladies or gents, America’s Got all of them to enjoy talent and Game of Thrones. There is no such harmful impact of the recession on television show makers; instead, people love to share hearty laughs, watching the FRIENDS People continue to pay for Netflix subscriptions.

6. Tattoos

Though it is a weird thing to believe, yes, the modern generations are keener to get their skins inked, and when they have idle time from their business, they choose to sit and get an excellent tattoo. The US has seen a considerable increase in people having tattoos during the recession period.

Health and Wellness

Health is the prime requirement for every being, so ongoing income levels do not affect our health expenditure. The wellness industry is an emerging branch in the health sector that broadly deals without exterior looks and beauty.

So here are a few lines of earnings in this industry that are boosted during the recession:

7. Pharmaceuticals

Gone are the days when an apple a day used to keep doctors away. With adulteration in almost all food products and mechanic lifestyles, diseases and health issues are not expected to hit a recession shortly. Things like life-saving drugs are counted in the list of necessary goods, so they will never compromise in this sector.

8. Doctors

It is a recession period, so it does not mean we won’t visit a doctor even when we burn with a 102 on the thermometer or get our leg broken. Gynecologists and pediatricians are unavoidable at any given point in time.

9. Beauty and Wellness

Whether she is your wife or girlfriend, you know you can’t win an argument with her regarding her beauty chores. The monthly facial is always a mandate, even during low monthly sales.

Ladies may restrict them from buying expensive clothing, but they would love to compensate for the lost shopping joy by purchasing affordable cosmetics. They can find delights in petty things like nail paints or mascaras.

Not only for females, even for the beauty-conscious businessmen, but a relaxing spa or a body massage can also release your numeric tension up to some extent.

Food and Beverages

Food, Cloth, and Shelter sequence, food come first. So no question marks are raised when we say the Food industry is not affected by dipping trends in the economy. A country can never be so poor to let everyone starve. So the following segments of this industry see sunrises even on dark days:

10. Grocery

Just because your shop or office is locked down, you just can’t shut down the kitchen of your house. You will always need essential kitchen items like wheat, salt, and milk. You can skip on luxurious groceries like Mozzarella Cheese or Worcestershire Sauce, but basics will always be on the shopping list.

11. Fast foods 

People often complain that their spouses don’t have time to spend quality hours with them. It may sound funny, but the recession is the time for you. Families usually come closer during hard times.

So we can grab on your idle time to cherish a nice dinner date with our loved ones. So the restaurants welcome guests with open arms at all times. A glass of wine while you dine can drive away from the worries of your workplace in a blink.

With the rapid development of the vaccine, we expect that in 2021 the restaurant industry that was fully hit in 2021 will reopen and flourish, making it one of the businesses that will thrive in a recession.

Finance Industry

The phrases ‘recession’ and ‘boost in finance industry’ seem north and south poles at the surface level, but you get that relation vivid once you dig deeper.

So we can witness growth in the following niches:

12. Accountants

It is a myth that high-income earners require accountants more, but it is the opposite in reality. You need more expertise to manage your returns when you are down in the valley. It is then more crucial for you to avail of all the tax benefits or subsidies.

You need to manage the inflows and outflows of your funds more carefully when the amount is comparatively small. Even during a recession, presenting an accurate and fair picture of your firm’s books and records is vital.

13. Financial Consultants

If the lousy business days are not tending to end and getting more challenging for you to cover your variable costs and meet your break-even point, you might be thinking of borrowing some money or getting a loan sanctioned.

Here, in such cases, the role of financial consultants becomes all the more important. People who are running small businesses, franchise owners, consultants, etc., will need financial help as only they are the ones who can guide you practically in an unbiased way.

They would advise you regarding managing your idle funds, if any, or suggest ways to meet the shortfalls efficiently.

14. Investment Advisers

The money invested during a recession may get doubled after the economy recovers, or the exact opposite can happen- the money invested can become zero. So investing during such unpredictable times is no different than gambling.

It is always better to consult an expert in that field before taking a significant risk. So the business of investment advisories flourish.

Repair and Maintenance Services

Because they are short on money, people will better repair instead of chaining appliances in their homes, getting a new computer, a new phone, or a new car. So this is another one of those businesses that will hardly ever shut down unless and until the owners decide to shut it.

15. Home repair

Home repair and maintenance business demand always stays constant. People will always need repair services because anything can get damaged anytime. Also, many people will choose a do-it-yourself home renovation or upgrade rather than consider selling and moving during a recession.

16. Auto Repair Business

Car repair businesses are handy in times of recession as cars are a necessity, and if a car is damaged, people cannot avoid getting their car fixed no matter how expensive it is.

Auto repair and maintenance shops rake in cash during a recession when people gladly fork over a few hundred dollars on repairs to avoid a monthly payment on a car loan

17. Computer, Phone Repair Service

For the same reason as the two above, most people will think twice before getting a new computer or a new phone. Also, considering that a new smartphone costs well over a couple of hundreds almost to one thousand, they will want to repair the old one till economic times are better.

Sin Industries 😈

This head may seem a bit out of track because the topic revolved around crucial things like money, finance, and economies. But somewhere in our heads, we all know what our hearts wish to do when we are depressed.

We want to grab those 60ml pegs or vodka shots, expecting to forget our tensions. So in times of depression, we see ever-increasing growth in the following areas:

18. Alcohol

When we talk about happy hormones, we remember a famous scientific term called dopamine, a motivational chemical released by our brains.

Many beverages release this chemical, with alcohol being at the top of the list. That is why people tend to shed off their worries when they are drunk. How can we forget to put the liquor business when discussing dealing with depression?

19. Tobacco

Though the government never has yet and will not approve any alcohol and tobacco products marketing, the consumers never exhibit a lack of awareness. If not alcohol, the businessman suffering from sheer losses will choose tobacco as an escape. It works the same way as alcohol does, intoxicating and numbing our logic and senses, hence helping our stress blow out for a while.

20. Casinos

The term ‘casino’ is exciting in itself. This term describes a nice place with loud music, an unlimited choice of drugs, and intoxicants to delight yourself while you play the game of cards by betting handsome sums of money.

What else do you need to relax from those ongoing business issues of your office? This is probably how most wealthy yet ideal business people would like to spend their empty days.

21. Escort businesses

Economic downturns can be boom times for high-end escorts. That’s because escorts have regular clients who visit them several times monthly, paying them for comfort and affirmation.

After the dot-com bubble burst and in late 2006, the high-end women reported upticks in business when the housing market flattened. Their clients were coming to them for a mix of escape and encouragement.

Remember that about 40% of high-end sex transactions do not involve a sexual service. It’s easy to imagine that a man’s need for positive reinforcement is amplified when a pink slip lands on his desk.

The trick to surviving lean times is to be patient and do everything to keep your clients. If you can keep your cool, you rarely lose money.

If you’re thinking of trying the escort business, we’ve written a complete guide on starting and monetizing an escort business.

Conclusion on Businesses That Thrive in Recession

Although this is not a comprehensive list, it can give you some clues as to what is and isn’t recession-proof. helped entrepreneurs and small business owners during the 2008 recession and will continue to do so in other hard economic times.

Have any questions about the upcoming recession? Let us know in the comments below, and I will gladly answer.

Note: This article is updated by Daniel S from

About Rushin Ballu

Rushin is a finance geek and a small business owner. He started where he blogs about starting and running franchise businesses. It’s an initiative to help people with starting and running businesses.


  1. Vincent Nwakwesili

    My pain and regret is not coming across this piece of information on time. I am into the events industry in the security department, and due to the adverse effect of the coronavirus pandemic the even department was hit so badly.

    Events; parties, weddings, birthday shower, naming ceremonies, burial ceremonies to mention but a few, all of this shut down, and it’s became a challenge to manage, after a few months of staying indoors without a job.

    And now am just coming across this information on the 9 August 2020.

    Well, no information is waste and no knowledge without power I think I have diversify my career reach in other to be versatile in case of any eventuality!

    • Hello Vincent,

      It’s unfortunate this happened to you. We also have a customer for digital marketing services in the events industry that had to shut down completely. As a piece of advice for you I would reduce the costs at the minimum, putting the business into conservation mode till 2021 and focus on other business opportunities until you can reopen.

  2. Thanks for Sharing a very useful and awesome blog post.

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