What to do when December is slow

I interned at a small ad agency during my last semester of college. I plugged away at a CRM software most days, in between FedEx and lunch runs for the partners. I was there from January to May of 2016, and then I started freelancing when I left. I returned in August to help with a week-long research project for Nike Basketball, and the office was completely different. 

When I was there, maybe 10-12 people quietly sat at their desks each day. I got to sit in between two senior producers, and got to use a brand new iMac. When I came back in August, the office had more than 25 people in it. Freelancers, perma-lancers, new hires, clients, new interns. They put me at a desk in a closet with my own laptop and told me to get to work. 

This is the difference between Summer and Winter for ad agencies. Which means this is also the difference between Summer and Winter for brands. And if you’re a freelancer, and things feel a bit slow right now, this is also the difference between Summer and Winter for you. 

I’ve had busy Decembers before, when the studios I’ve worked with have had holiday projects to complete. But mostly, December has been quiet. It’s been a time to reevaluate. To prepare for the new year. To raise rates. And to relax. 

If you’re a freelance creative and your December is quiet, don’t worry. This is how it always is. Take time to take stock. Grab a side gig if you have to. And get prepared for January when budgets come back and brands have big ambitions again.