Sorry to be the bearer of bad news, but have a lot of friends who own their own businesses and are all really suffering. (more so than 10 years ago)
Think a combination of people spending too much in the summer; cautious about spending over Christmas; tax returns due in January and uncertainty over Brexit and the future economy; and the time of year. Also colds and flu are rife. Men suffer more, due to "man flu".
People are more likely to spend more money in the summer months when they are happier and the opposite effect in the winter months.
If we reduce our prices, we appear desperate, and increase prices, no one will pay over the top.