How to Stay Motivated As A Baker When January Feels Slow and Money Feels Tight
A real, honest guide for small baking businesses struggling to find motivation at the start of the year.
This is not normally the type of blog post I write.
I usually focus on tutorials, social media, teaching, decorating techniques, and practical advice that feels upbeat and encouraging. But January deserves honesty, because for many bakers, it is the hardest month of the year. I coach many of you with your businesses and I hear so often the worry about this time of the year, how things are slow, no one is ordering cakes etc. Everyone thinks it’s just them, it’s just their business because no one talks about it openly online. But let me tell you this…it’s Not You, it’s Not Your Business!
I remember one January very clearly bookings were painfully quiet, enquiries had slowed to almost nothing, and I found myself sitting in my studio at the table wondering whether everyone else was feeling the same way or whether it was just me. The weather was grey, money felt tight everywhere, and the usual excitement I feel about designing and teaching had completely dipped.
After more than 14 years running Lady Berry Cupcakes, I can tell you this with certainty. That feeling and worry comes back every single January, even for experienced bakers! It does not mean your business is failing. It means you are in a seasonal industry. That’s all.
If you are lacking in motivation right now, you are not alone, and you are not behind. Many bakers feel exactly the same. I hope that brings you a little comfort.
So I am writing this blog post to help you, to make sure you don’t feel alone, to keep things real and to give you practical, achievable things you can do behind the scenes to help you regain motivation and prepare for a successful year ahead. 😊✨
Why January is so hard for bakers and cake businesses
January is particularly challenging for small baking businesses for reasons that have nothing to do with your skill or talent! Read That Again!
• Customers are recovering financially after Christmas
• Fewer celebrations, parties, and events take place
• People are eating less cake and spending more cautiously
• Social media engagement often drops
• Dark, cold weather affects energy, creativity, and confidence
This combination can make even confident bakers question themselves.
Motivation does not magically reset on the 1st of January. In most cases, motivation comes after acknowledging this time of year and then taking action to put yourself in a better head space. But how?
Five things you can do behind the scenes to rebuild motivation as a baker
These steps are designed to help you move forward gently, without pressure or overwhelm.
1. Strengthen your business foundations quietly
When motivation is low, clarity is grounding.
January is an ideal time to check the foundations of your baking business without the pressure of constant orders:
• Review your pricing and profitability. Prices of ingredients are constantly going up so is your pricing reflecting that?
• Check that your services are clearly explained and encourage people to order easily from you.
• Make sure customers understand exactly what you offer. Strengthen your marketing messages if need be.
Small tweaks here can make a huge difference to confidence and income later in the year. You will also be a in a better head space knowing you are being productive tidying up your business messaging.
2. Create content without the pressure to post it
You do not need to show up loudly online in January.
Instead, use this time to prepare content quietly:
• Draft Instagram captions
• Write Captions
• Create beautiful packaging
• Film short clips behind the scenes
Save everything and schedule it for later. When you get busy again and orders start coming in,
Many bakers also use this slower period to experiment with recipes, new products, seasonal designs etc, Learning without comparison or pressure can be incredibly motivating and helps rebuild confidence naturally.
3. Refresh your skills to rebuild confidence
Confidence fuels motivation.
January is one of the best times to practise and improve your skills because there are fewer deadlines and distractions:
• Refine fondant techniques
• Improve cake decorating finishes
• Revisit core skills you already know
• Learn new techniques at your own pace
This is when many of your gran the Online class bundles and start learning orange of new skills and designs to then offer your customers to keep them engaged and keep orders coming in throughout the year! The online classes fill you with fondant confidence and you customers will love the cute designs! 🧁 Start learning today!
4. Reconnect with why you started baking in the first place
When money feels tight, it is easy to forget why you began!
Take time to ask yourself:
• What do I genuinely enjoy about baking?
• What type of customers do I love working with?
• What do I want my business to support in my life this year?
Sometimes clarity comes from simply talking things through. Calm, practical one-to-one business coaching can help you step back, identify what is holding you back, and create a plan that actually fits your energy, lifestyle, and goals.
5. Set realistic goals for the year ahead
You do not need to fix everything in January.
Instead of overwhelming goals, focus on structure:
• One income goal at a time
• One marketing platform to prioritise
• One skill to improve
• One product or service to focus on
Small, achievable goals create momentum. Momentum creates motivation!
You know about the One-to-one business coaching I offer don’t you? I have been helping small baking business thrive for over 10yrs and I would love to help you too! 💕
January is now fully booked, however I have a small amount of availability for February If you need a Baking Business Boost. We can look over your business and find areas you can improve to strengthen your business and increase your profits!
🍰 These sessions are calm, supportive, and practical. We look at your business as it truly is and identify where small, realistic changes can have the biggest impact!
During coaching sessions, we can work on:
• Pricing and improving profit
• Clarity around your offers and services
• Identifying weak spots in your business
• Building confidence in selling your work
• Creating a realistic plan for the year ahead
• Reducing overwhelm and decision fatigue
The aim is not to overhaul everything overnight, but to help you feel clearer, more confident, and genuinely excited about the year ahead. 😊
If this sounds like the support you need, please drop me an email 💌 and we can talk through whether coaching is the right fit for you.
Frequently asked questions
Why is January slow for bakers?
January is traditionally quieter because customers are recovering financially after Christmas, fewer events take place, and spending habits change. This is normal and does not reflect your ability or reputation.
How do bakers stay motivated in the New Year?
Most bakers regain motivation by taking small actions such as tidying systems, practising skills, planning content in advance, and focusing on learning rather than sales during quieter weeks.
Should I worry if my baking business is quiet in January?
No. January is a seasonal dip for most baking businesses. Using this time to prepare, refine skills, and strengthen your foundations often leads to stronger bookings later in the year.
A Gentle Reminder! If you are reading this feeling tired, unmotivated, or worried about money, please remember this. You are not behind. You are building something real in a tough season. This year does not need to be perfect to be successful. It just needs you to keep going. 🌷
If you need me you know where to find me! Im pretty sure you're doing better than you think you are! 🥰
💌 E-mail - info@ladyberrycupcakes.co.uk
🧁 Instagram - @LadyBerryCupcakes
⭐️ Website - www.ladyberrycupcakes.co.uk
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