• Allison Miles •
• Originally published January 17, 2009 at 5 p.m., updated January 17, 2009 at 5 p.m.

The short-sleeved tops that greet customers entering Cricket & Co. might not make January's chilly weather much more bearable. No, the bright yellow, teal and salmon-hued clothes wouldn't do much to ward of wind.

But then again, they aren't supposed to.

The clothes, bags and beach-themed decor remind customers that warmer weather is on its way, co-owner Cheryl Guthrie said. And, even in cooler months, it helps get them into that mindset for next season's clothing.

January and the first part of February are historically slow months in the retail world as people wind down from the holiday season and regroup. But that doesn't mean shops should close their doors and wait it out.

Retailers can do things to stay on top of things, said Joe Harper, executive director of the University of Houston-Victoria's Small Business Development Center.

Look at ways to stabilize or increase sales, he suggested.

If customer service is what the business prides itself on, capitalize on that. If it's lower prices, highlight that.

It's likely money is coming in, but in smaller amounts for many companies, so Harper suggested business owners take a look at the way they handle funds.

A business can tighten up its policies when it comes to accounts receivable but the bottom line is they have to collect that money. Take a look at collection policies and determine whether change is necessary.

When it comes to accounts payable, business owners should be cautious about any debt created and should pay it off in a timely manner. As the owner updates his or her accounts receivable practices, others up the ladder will be doing the same, so they may find themselves faced with shorter pay periods.

He also advised retailers to take a look at the merchandise - and the amount of merchandise - on their shelves. Ordering too much and then having leftovers at the end of a season means you could be out some money.

"Inventory is cash," Harper said.

That's something Guthrie said she's taken to heart.

Cricket & Co. carried less warm-weather clothing than it has in the past, she said.

"You want to turn your merchandise fast," she explained. "You've already bought it."

Amanda Neeley owns Rodeo Gypsy, a boutique on John Stockbauer Drive, and said she makes sure her store merchandise meets with the area's economics.

Not everybody can afford to spend hundreds of dollars on clothing, she said, so the shop carries a variety. The cowboy boots may go for $500, but there are also $15 sweaters, candles and other items at lower prices.

Every business has a cycle, so Neeley said she doesn't take it personally when she hits a slow month. January has been relatively slow, especially compared to December's holiday hustle-and-bustle pace.

But, like Guthrie, Neeley said she tries to have the upcoming season's styles on hand so that people will have something new to look at when they walk in. Sleeveless shirts and dresses already adorn some of the shop's mannequins.

"That's not something people quit buying," she said. "So it kind of keeps business revolving."

With today's economic situation, those slow months could be coming more frequently than usual, Harper said, explaining that many business owners might not remember the last time the nation experienced a recession like the one now or how it affected them.

But, he added, there is good news.

Entrepreneurs are resilient and their survival instinct is strong.

"They adjust quickly, find ways to survive in ways most people couldn't or wouldn't," he said. "It's never a doom and gloom for us."

• SURVIVAL TIPS

  Facing a slow business month or looking to protect your business in an ailing economy? Here are some helpful hints:

  Evaluate the way you manage your funds. Do you need to upgrade your collection practices? Are there ways ...

• SHOW ALL »

SURVIVAL TIPS

Facing a slow business month or looking to protect your business in an ailing economy? Here are some helpful hints:

Evaluate the way you manage your funds. Do you need to upgrade your collection practices? Are there ways for you to avoid debt or further debt?

Look into alternative suppliers. If your supplier faces hard times and goes out of business, you're out of a product and can't do business. Have other options on the back burner.

Keep an eye on your inventory. If you have too much on the shelf and don't sell it all, you're out some cash.

Be competitive where you can. Focus on customer service or lower prices and capitalize on that.

Ask for help if you need it. The UHV Small Business Development Center and other business advisers are out there with advice.

Source: Joe Harper, executive director of the University of Houston-Victoria's Small Business Development Center

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