The short answer: tell customers early, in writing, with the old price, the new price and the date it starts. Give one true reason in one sentence, thank them, say what happens to existing bookings and quotes, and use the same wording on your website, notice and till. Do not apologise repeatedly and do not hide the change.
Status: 6 November 2026. A practical guide, not legal advice. Rules differ by country, state and industry, so check your own situation.
1. Timing: when and how early
Pick a natural date. The start of a year, a season or a financial year feels expected. Customers read a change on 1 January differently from a change in the middle of a busy week. Avoid the days right after a complaint, a mistake or a closure: rebuild trust first.
Do it once, not in small steps. One clear, planned change looks considered. Several small increases within a few months look unsure and give customers more occasions to complain.
Give notice. As a practical suggestion (not a legal requirement), announce a change in single prices at least four weeks ahead. Allow more time for regulars with a membership, a standing order or a season pass. If a contract has its own notice and adjustment terms, those come first.
Get your own house in order before you send anything. Update the price list, website, booking system, till and quote template so they all show the same numbers on the same day, and tell your staff before your customers.
2. The reason: say one true thing
- Name the real reason in one sentence. For example: higher costs for materials, wages, rent, energy or software, or investment in training or equipment.
- Only say what is true. If you cannot back it up, leave it out. A short honest reason works better than a long pretext.
- Be specific rather than vague. «Our costs for supplies have risen since last spring» says more than «due to the current situation».
- Do not blame customers or competitors, and do not promise improvements you do not intend to deliver.
Before you decide on the new price, write down which of your costs have gone up and by how much, using your own records. A worked example of the method, with invented numbers: a price goes from 80 to 85. The difference is 5, and 5 divided by 80 is 0.0625, so 6.25 percent. You need the percentage for your own planning; in the message, show the two prices instead.
3. Tone: calm, specific, short
- Be matter-of-fact and friendly. Treat the change as a normal business decision, not as bad news you are ashamed of.
- Lead with thanks, then the facts. Thank customers once. Then give the date, the old price and the new price.
- Keep it short. A message that apologises three times invites a discussion. Four to six sentences is enough for most small businesses.
- Write as one person to another. Use the greeting you normally use with this customer, and sign with a real name.
- Offer a way to ask. Give a phone number or e-mail address for questions, and make sure whoever answers has read the message.
4. Where to announce it
- E-mail or letter to customers you can reach directly. Use e-mail only for customers who have given you their address for this kind of contact.
- A notice at the till, door or reception for walk-in customers.
- Your website and online booking page, so nobody finds an old price there.
- A short social post if you use social media with customers, linking to your price list.
- A personal word for your best regulars. A short conversation often does more than a letter.
One announcement and one short reminder shortly before the date is usually enough. Using several channels is only useful if the wording and the numbers are identical.
5. A short example to adapt
This example is invented and only shows the structure. Replace everything in [square brackets] with your own details, and delete what does not apply to you.
Subject: New prices from [Effective date] at [Business name] Dear [Name], thank you for choosing [Business name]. From [Effective date] we are adjusting our prices. Our costs for [one true reason, e.g. supplies and wages] have risen since [month/year], and we want to keep our quality as it is. - [Service 1]: was [old price], now [new price] - [Service 2]: was [old price], now [new price] Bookings made before [Date sent] stay at the previous price. [Your rule for vouchers or loyalty cards, if you have one.] If you have questions, call us on [Phone] or write to [E-mail]. We are happy to talk it through. Thank you for your loyalty. [Sender name] [Business name]
Why it works: the date, both prices and the rule for existing bookings are in the message, there is one reason, and it contains one thank-you and no apology.
Want finished texts instead of a blank page? Our Price Increase Letter Template Kit has ready-to-fill e-mail, letter, notice and social post texts for salons, cafés, trades and practices, plus answers to customer questions. You can read the whole kit online before you decide.
6. Mistakes to avoid
- The customer first sees the new price on the bill. This is what causes most anger.
- Vague wording. «Prices are being adjusted» with no amount and no date.
- Different numbers in different places. Website, notice and till must match.
- Over-explaining and over-apologising. It makes the message longer and weaker.
- Forgetting existing promises. Say what happens to vouchers, loyalty cards, bookings and quotes already issued.
- Not briefing staff. The person at the till should know the message and have a calm answer ready.
- Pasting customer data into public AI tools when drafting. Use placeholders instead of real names and addresses.
7. Legal pointers (please check)
- A price change does not apply just because you announce it. For contracts with a fixed term, subscriptions or flat fees, you generally need a contractual basis (for example a price adjustment clause) or the customer's agreement. In the EU and the UK, consumer contract terms must also be fair and transparent. Check your terms and conditions.
- Price display. Many countries have rules on how prices must be shown to consumers, for example whether they must include sales tax or VAT. Your consumer protection or trading standards authority publishes them.
- Regulated prices. Where an insurer, a public fee schedule or another body fixes a price, you usually cannot raise it yourself.
- Customer data. If you send the message by e-mail, data protection rules such as the GDPR (EU/UK) may apply to how you use customer contact details.
When in doubt, ask your trade association, your accountant or a lawyer.
FAQ
How much notice should I give before a price increase?
There is no single rule. For simple price changes in a shop, café or salon, many places set no fixed notice period, but contracts, subscriptions and local consumer rules can require one. As a practical suggestion, announce at least four weeks ahead, and follow the notice terms in any contract.
Should I say sorry for raising prices?
Thank customers for their loyalty and explain calmly. Repeated apologies make the message longer and invite negotiation. A clear reason, a date and the new price are enough.
Do customers who already booked pay the new price?
That is your decision, but it is usually fair and clear to let bookings made before the announcement keep the old price. State your rule in the message.
Should I give a percentage or the exact new price?
Give the exact old and new price. Customers can compare two numbers at once; a percentage makes them calculate.
This guide is a practical aid, not legal advice. LeZo, Andrin Portmann, Switzerland. Imprint · Privacy