Retail, The Lipstick Effect, and Why You Should Keep Selling

Retail, The Lipstick Effect, and Why You Should Keep Selling

From The Resilient Retail Game Plan - retail insights, retail trends and best practices by Resilient Retail Club's Catherine Erdly

April 2, 2026 · 20 min · Episode 296

About this episode

Catherine Erdly discusses the importance of continuing to sell products during uncertain times and explores the concept of the lipstick effect.

Have you ever looked at the news and wondered whether it's even appropriate to be selling your products right now? If you're an independent retailer or product business owner and the state of the world is making you hesitate about showing up and selling, this episode is for you. I'm Catherine Erdly , and this is Resilient Retail Game Plan — practical product business advice with a healthy dose of reality. This week, one of the most common questions I get from product business owners: should I keep selling when the world feels uncertain? In this episode: → Why big brands never pause their marketing — and what that means for you → Why independent retailers are a genuine force for good → The lipstick effect and what consumer spending data actually shows right now → A practical social media tip to help you show up more consistently 📌 CHAPTERS: 00:00:00 Introduction & the question everyone's asking 00:00:44 When selling feels wrong: the shared experience 00:01:42 Why this feeling is so common in product businesses 00:02:51 The mental noise of running your own business 00:06:04 The self-fulfilling prophecy & the big brand reality check 00:08:25 Why small businesses are a force…

People in this episode

Host: Catherine Erdly

Topics covered

  • retail
  • marketing
  • consumer behavior
  • independent business
  • selling strategies

Keywords

  • lipstick effect
  • independent retailers
  • consumer spending
  • marketing strategies
  • social media tips

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