While news of redundancies, job losses and cost cutting is rife, there are still businesses that are starting up, expanding and developing, with some even questioning whether there is a recession at all.
Lisa Ching is cutting costs setting up a new beauty salon, and believes now is a great time to expand he business despite the recession.
"You can actually grow your business quite well through a recession if you've cut your expenses as much as you can and kept everything quite lean, but also market to a recession," Ms Ching says.
Ms Ching already has one salon in Lower Hutt and says business is thriving.
Designer Alexandra Owen agrees, having just opened a store in Wellington last month.
But while it was nerve wracking starting a business in a recession, Ms Owen says the timing was right for her.
However, the Employers and Manufacturers Association says the biggest risk for new businesses now is whether there will be enough customers.
"You really have to know what your competitive strengths are," explains Paul Winter. "You have to know the market you're operating in and why you're relatively better than someone else in the particular segment that you're targeting."
The association says despite the number of business closures and the ongoing recession, there is still a lot of economic activity. However businesses need to look for opportunities and target well in order to do well.
But not everyone believes the signs of a recession are everywhere.
While Albany Toyota's Andrew Mackenzie admits that business is down, he wants his dealership to be a recession-free zone - despite recent redundancies.
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