Scared to Raise Your Dog Grooming Prices? Here's Why You Shouldn't Be

I got a question from a dog grooming business owner recently who was concerned about the reaction she would get if she raised her prices.

Here's the actual question:

"Every time I think about raising my prices, I panic that everyone will leave me. What should I do?"

My reply to her comes from chatting with many dog groomers, both online and offline, and something I have noticed as a recurring pattern echoed across the industry.

Before I address the question, let's start with the fact that you are probably already undercharging. Most dog groomers are, and to explain why, let's break down some simple numbers.

Let's say you charge £45 for a Cockapoo full groom. This seems reasonable for most cities in the UK, but does it?

Because now subtract these costs:

Grooming products (shampoo, conditioner, sprays, blade wear) — roughly £3–5 per groom when you factor in how many grooms you do each year on average.

Overheads per dog (rent, utilities, insurance, salon equipment) — this varies, but people consistently underestimate it, and it all comes out of your pocket. Again taking the average over the year, the per-groom costs will be very likely higher than your products cost.

Tax and National Insurance — if you're self-employed, you're losing a chunk before it's truly yours with the dreaded 20% tax and NI payments.

Now consider everything else that contributes to your working day but sits outside of the actual groom:

• Cleaning the workstation between dogs
• Chatting to clients who want to tell you about their dog's latest adventures, the weather, or their upcoming divorce
• Messaging clients and booking appointments
• The dreaded no-shows and late arrivals (you know you get them)
• Setting up in the morning and tidying the salon at the end of the day

These all add up.

A groom that takes two hours on the table is often three hours of your working day in reality, but you're probably not factoring that into your prices.

So, take that £45, subtract your costs, tax, and insurance, divide what's left by your actual hours spent, and many groomers find they're barely touching minimum wage, which is currently £12.71 per hour for over 21s in the UK.

Shocking, really, for such a specialist skill and you should be earning way more than this.

Let's now get to the meat and bones of the question. You're scared to raise your prices in case you lose clients.

My advice is this:

Don't be scared and raise them every year at least.

Most clients appreciate good work, and those who don't are frankly, bad clients, and likely the ones who will kick up a fuss.

You have two options.

You either show them the door (which might actually bring some relief), or you politely explain that, like everyone else, you have the right to earn a decent living from your craft.

Remind yourself, and them, that you're not a supermarket competing on price. What you offer is a specialist, trusting service to clients and their dogs.

A £5 increase will only weed out those looking for a bargain. The good clients will stay, and they'll be happy to pay because they value what you do and the relationship you have with their dog.

I speak from personal experience here. I willingly pay my dog groomer more than most in my city because I have an anxious Cavapoo who hates being groomed. If she raised her prices, I wouldn't go looking for someone else because I understand that prices go up, and because she is perfect for my dog.

Finding another groomer willing to take on an anxious dog is not easy, and any decent owner knows that.

Think about the dogs on your books who are like this. Many of their owners will have had knockbacks from other groomers due to their dog's behaviour. Trust me, they know what they've got in you, and just like a loaf of bread goes up in price, so will their dog grooming costs. They will expect it too.

How to communicate a price rise in your dog business

The best way to go about it is to give your clients notice and frame it with confidence, not an apology, actually own it and realise that it's perfectly natural and expected that you do this.

Send a text or email, and use it as an opportunity to highlight your specialist service. Put the client in the picture about what they actually receive, and more importantly, the benefits to them and their dog.

If you read yesterday's email (if you run a dog business, you probably should, it's called 'A Dog, A Park, and the Marketing Secret Most Dog Businesses Will Never Figure Out') you'll already understand exactly how to do this, and how getting it right will often get your clients to happily pay more for your services.

When you do this, raising your prices will rarely be an issue.

Also, your regulars are more loyal than you realise. They have emotionally invested in you and in their dog's routine. The effort involved in finding another good groomer, and the risk of that transition for their dog, simply isn't worth a few extra pounds.

So if you're not earning what you should be, then again, raise your prices.

And remember, being too cheap can actually put potential clients off. Many people, myself included, instinctively avoid the cheapest option when it comes to any kind of service. Price often signals quality.

Own what you do and believe in your skills. If your clients are happy with your work, most won't bat an eyelid.

One more piece of advice is to set the expectation from day one.

The big corporation companies have been doing for years — broadband providers, streaming services, insurance companies, they tell you upfront that prices increase annually.

And because you expect it, it never comes as a shock.

Do the same in your grooming business.

When you take on a new client, simply let them know that prices are reviewed every April in line with rising costs. You don't need to make a big deal of it, a single line in your welcome message or booking confirmation is enough.

Doing this also signals that you run a professional, well-managed business, which is never a bad thing.

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