An easy answer here is anything that people deem “essential,” like soap, pet care products, and toilet paper, will always sell well in a recession. While people know they must buy things they need, they still spend money on non-necessities, like entertainment and cosmetics. The reasons for this may vary, from people making impulse purchases to buying based on social media or influencers to simply wanting to treat themselves. Think about your own products and services and how you can market them to seem valuable to those who don’t want to overspend to increase sales in a recession.