Each year, merchant cash advance brokers notice something tending to repeat itself in winter: deals slow down. Submissions feel sparse, merchants respond slower, and funding decisions take longer. This is more than just a feeling; it’s part of a cycle that shows up like clockwork when the holidays end.
That quiet season can leave a lot of brokers wondering what went wrong or how to make the best of the lull. We’ve seen it too, and it’s not just about bad timing. There are clear reasons things dip, and being aware of them makes it easier to stay ahead. Let’s look at why winter tends to cool things off and what brokers like us can do to keep moving forward.
Fewer Businesses Seeking Funding in Winter
January isn’t when most business owners are thinking about expansion. Many are still recovering from holiday expenses or closing their books from the prior year. That shift in mindset means fewer merchants are reaching out for short-term funding at the start of Q1.
What we’ve noticed is this:
- Merchants often wait until spring when revenue picks back up or tax returns shape their financial plans
- Industries like retail, hospitality, and seasonal services often slow operations in the colder months, meaning less need for extra capital
- New projects or major investments often get put on the backburner, with owners waiting for a more stable stretch of months
That slower demand trickles down fast. With less incoming interest from merchants, it makes sense that submission volume takes a dip too. January always feels a bit different, with fewer new deals coming in and many familiar faces in the industry saying the same. It’s not unusual for even busy brokers to notice their pipeline thinning out, with less activity from regular merchants and fewer brand-new leads hitting their inbox. Even merchants who have asked about funding recently sometimes decide to pause their plans, citing cold weather, end-of-year budget gaps, or just wanting to regroup for the spring ahead.
For brokers, this downturn in merchant enthusiasm is a chance to notice common patterns and prepare accordingly. Understanding that seasonal shifts are normal and not a sign of personal failure helps keep energy and focus where it matters. Having a plan for winter months means brokers aren’t caught off guard by quieter weeks but instead use that time to get organized and look for ways to add value, so the upswing in the next season feels smoother.
Holiday Backlogs and Schedule Gaps Build Up
Winter doesn’t officially start at the stroke of midnight on New Year’s Day. For many brokers, the slowdown actually begins just after Thanksgiving. Once December hits, office schedules change and communication slows.
We’ve all felt it:
- Paperwork takes longer with fewer people around to approve it
- Emails go unanswered while vacation calendars fill up
- Underwriting teams shift focus at the top of the year, reworking guidelines or approval tiers
This kind of calendar lag builds friction into even the cleanest processes. A merchant might have every document ready and still face delays. For merchant cash advance brokers, that often means chasing updates that used to come easily or restarting conversations that had already reached the finish line.
Another factor is that decision-makers are often out of the office or working reduced hours. This stretches simple requests into weeklong waits. Important emails get overlooked as inboxes swell with holiday messages or end-of-year announcements. If an underwriter or manager is out, files that would usually move over in a day or two might not progress until things get back to normal, sometimes dragging out for several weeks. These slowdowns don’t always show up as obvious roadblocks but as an overall sluggish pace that makes it harder to keep deals on track.
Brokers end up focusing more time on follow-up and status checks than on making new connections. The unpredictability of other people’s schedules can make it feel almost impossible to create reliable timelines for funding. It is a season of waiting, where patience and process checklists become more valuable tools than ever.
Brokers Pause Their Own Outreach Too
It’s not just merchants closing laptops for the holidays. Sometimes, brokers do it too, intentionally or not. A slower inbox, fewer callbacks, and general quiet can send a message that it’s time to pause until things pick up again.
But when we let up:
- Our follow-ups lag, and promising leads grow cold
- Lead lists go stale while we wait for motivation to return
- Weekly workflows start to drift off track without the usual urgency
Momentum is tough to rebuild if we clock out too long. Even one quiet month can stretch into two if we don’t keep our systems moving. That makes it harder to catch the spring surge that typically starts lifting the market by late Q1.
It’s easy to shift focus while things are slow, but letting routines slide can create extra work down the line. Regular tasks like checking on pending leads, updating your CRM, or planning new email campaigns may seem less important when nothing’s urgent. But the brokers who keep up with these basics during the dip often find themselves out in front when the pace picks up again. Keeping regular check-ins or even making one or two calls each day fuels habits that don’t need to be rebuilt from scratch after winter is over.
For those who keep showing up, the slow months are a good time to reconnect with past clients or reach out to merchants who expressed interest earlier in the season. Sometimes, just a check-in is all it takes to spark a renewed conversation or remind someone about available funding when they’re finally ready. The action matters more than the speed, and a steady presence helps keep your name in the mix even when deals are thin.
How to Stay Productive During the Winter Dip
Instead of letting off the gas, winter is a great time to do housework, the kind that sets you up to move quickly once things speed up again.
Here are a few ways we like to stay active:
- Sort and segment your MCA company lists so they’re ready when volume rises
- Clean up your submission portal and double-check your process steps for any bottlenecks
- Set aside time to connect with funding sources who may be rolling out fresh programs, credit tiers, or submission rules for Q1
Taking these small steps during slow weeks saves time later when deals are moving quickly. It keeps us from falling into reactive mode and lets us focus on building better habits instead.
Reviewing your systems and submission forms during quiet weeks can uncover old errors or outdated contact info, making fixes now instead of later. You might also use this time to study up on new products or guidelines rolling out in the industry. Learning about changes now, before deal flow is high, keeps you prepared. Try running through test submissions or organizing your files so that you can act fast once demand returns. Even a small daily routine, such as scanning your deals from last year or emailing a few contacts, can set a strong rhythm.
Another practical step is to reach out to partners and vendors who may not be overwhelmed with requests during winter. You may get faster feedback about new processes or have a chance to ask questions you’ve put off for months. Building those connections in the off-season pays off when you need quick responses during busier times. Staying organized and proactive now leads to less stress in the high season.
The Real Reason to Keep Showing Up Anyway
Winter isn’t really quiet, it’s just quiet on the surface. Behind the scenes, January and February are when smart brokers lay their groundwork. By staying present in small ways, we make sure relationships stay warm, even when deals go cold.
Choosing to show up sends a message. We aren’t here for quick wins and lucky spikes; we’re here when things feel slow, misunderstood, or off-track. That mindset builds trust. And when the volume returns (like it always does), we’re ready to catch it without missing a beat.
Staying visible can also help you spot opportunities others miss. When we keep in contact with merchants, even those saying no for now, we’re often the first in line if circumstances shift or a quick need comes up. It’s not about forcing deals that aren’t there, but about being available, supportive, and ready to help at the right time. Consistent action leads to long-term credibility and a reputation for reliability, something both merchants and funding partners remember when activity spikes.
Besides, every slow season brings new learning opportunities. Tracking what slows you down this winter gives insight that helps improve workflow in the future. Noting where deals stall or relationships cool helps us refine follow-ups and fix roadblocks now, so we’re not surprised down the road. That extra attention pays off when it counts.
Stay Ahead This Winter
At TMR Now, we know the slow season is the right time to revisit your tools and streamline how you work. We offer same-day approvals with minimal paperwork, so you have a streamlined way to keep deals moving even when things feel quiet. As a division of Total Merchant Resources LLC, we act as a wholesale funding source that helps ISO partners strengthen their pipeline before things speed up again.
Stay ahead this winter with TMR Now, designed to empower merchant cash advance brokers to thrive even in quieter months. By streamlining your processes and maintaining consistent momentum, you’ll be ready to capture every opportunity as the market rebounds. Partner with us and transform the slow season into a period of growth and preparation for a successful start to Q1. Let’s get started today.
