08-09 was a turning point for us. We found that many of the McMansion owners, all that had the white or off white builder grade carpets throughout, couldn't afford $15-20 to replace the carpets in the house, but had no problem coming up with $2,000+ to clean. It opened a whole new demographic for us, as we were positioning ourselves to get out of the "coupon cleaner" mind set. These customers were amazed at how clean the carpets came, when they thought replacement was the only option.
Cleaning was going to be a band aid to get them through until things bounced back and they could afford to replace. They realized they didn't have to replace and then used us regularly and referred us to others. While we lost a lot of our old time 2-3 room customers that had been with us for 15 years and didn't have as much disposable income, we gained these larger jobs. Our average job ticket rose and our costs went down, not having to drive all over and do multiple small jobs to make the same amount in one day.
These customers were also happy to pay for protector. It forced us to diversify our services since they had needs for other surfaces like tile and grout, hardwood floors, granite counters etc. If you a positioned correctly, I think there are great opportunities out there to capitalize on a downturn when people are being more cautious on what they spend.