Stop Undervaluing Your Work: Smart Pricing Tips for Spa Pros

Know Your Numbers (and Your Market)

Start with data, not feelings. That means looking at:

• Your expenses (rent, products, laundry, insurance, etc.)
• Your ideal income
• Your working hours

Once you’ve got your baseline, research your local demographics and competitors. Are you in a small town or a city? Serving high-income clients or budget-conscious families?

👉 Pricing too high might scare off your core audience. Pricing too low makes it hard to pay yourself. Find the middle ground that makes sense for your situation.

How to Check Out Your Competition (Without Feeling Weird)

This isn’t about copying—it’s about staying informed:

• Look at local spa websites and online booking tools
• Check reviews on Yelp and Google, where clients often mention price
• Follow neighboring spas on social to get a feel for their market and offerings

Focus on businesses that are a close match in quality and target audience. No need to spy—just scan and stay savvy.

Think Value, Not Just Time

One mistake many of us make? Pricing strictly by time. But clients aren’t paying for just 60 minutes—they’re paying for:

• Your expertise
• The results you deliver
• The experience you create (yes, even the comfy heated table counts!)

Think about what makes your service unique and build that into your pricing. If your facials are leaving clients glowing and coming back, that’s value.

Leave Room to Grow

Here’s the thing: You can always raise your prices gradually, but if you lower them, it may signal that business isn’t going well (even if it’s not true). That can shake client trust.

So start with a rate that feels fair but leaves room for future growth. Add a $5–$10 buffer now, so that you don’t have to make a big jump later.

Pro tip: Review your pricing every 6–12 months. If your skills, experience, or demand have grown, your prices should too.

Don’t Underestimate the Power of Small Add-Ons

Instead of constantly adjusting your base service rates, get creative with mini upgrades:

• Scalp massage add-on during a facial
• Hot stones with a massage
• Brow tint with a wax

These small upsells feel optional (and indulgent!) for clients—but they add real income without requiring major changes to your menu.

Communicate Your Pricing with Confidence

Avoid long explanations or apologizing for your rates. Instead, try: I’ve updated my pricing to reflect the time and care that goes into each treatment. I’m excited to keep offering you my very best.”

Confidence builds trust. If you seem unsure, clients will feel unsure too. Own your worth—genuinely and kindly.

Final Thoughts & Commonly Asked Questions

Here are some common pricing questions you may have, inspired by real conversations and community discussions:

1. When should I raise my prices?

There’s no perfect formula, but if you’re fully booked, overworked, gaining new skills, or facing higher supply costs, it might be time.

👉 For more signs and guidance, check out our blog post: How to Know If It’s Time to Raise Your Prices

2. How can I raise prices without losing loyal clients?

Keep it simple, kind, and confident. Here's a smooth approach:

• Give at least 3–4 weeks’ notice
• Be confident, brief, and kind
• Optionally, offer one last session at the old rate for your loyal crowd

Example message:

“Starting [DATE], service pricing will increase slightly to reflect the care and quality I put into every visit. Thank you for your continued support—it means the world!”

3. How do I figure out my ideal income?

Start by deciding how much you’d like to take home annually. Then, factor in your business expenses and how many hours you realistically want to work per week. Divide your income goal by your available hours to find your baseline hourly rate—before profit.

4. What if my market is very price-sensitive?

If you’re in a budget-conscious area, focus on value-rich services and optional upgrades instead of high base prices. Offering packages or loyalty rewards can help clients feel like they’re getting more while you still maintain healthy pricing.

5. What should I say if clients push back on a price increase?

Stay calm and kind. You might say:

“I completely understand! Pricing changes are never easy, but I’ve put a lot of thought into this to make sure I can continue offering quality care. I hope you’ll continue with me.”

6. Should I charge more for first-time clients or intake sessions?

Yes—if those appointments take more time. It’s okay to set a higher rate for initial visits or consultations, as long as it’s clear in your menu. Transparency is key.

7. Should I post my prices online or keep them inquiry-only?

Both options can work, but transparency tends to build trust. If you’re worried about price shopping, consider listing your starting rates with a note that prices vary based on customization. This sets expectations without boxing you in.

8. How do I balance package discounts with profit?

The key is to offer value without deeply cutting into your margin. If you offer 6 services for the price of 5, make sure your base rate is sustainable. Alternatively, offer lighter perks—like a free mini add-on with a package—to keep perceived value high.

9. Should I adjust prices based on season or demand?

This can work well if done thoughtfully. For example, offer premium holiday packages or raise prices slightly during peak wedding/prom season. Just keep your regular menu steady so you don’t confuse or frustrate returning clients.

10. Should I ever offer discounts during slow seasons—or will that devalue my brand?

Discounting can be tricky. Occasional promotions (like a new client special or a limited-time seasonal offer) can attract business without hurting your long-term value. Just avoid over-discounting or creating habits where clients expect a deal every time. Instead, use loyalty perks, bundled packages, or small limited-time add-ons to keep your value strong.

Wherever you are in your pricing journey, remember this: You’re allowed to grow, evolve, and charge accordingly. Your skills are worth it—and so are you.

Universal Companies is proud to have a team of experienced spa advisors on staff and welcomes you to consult with our professionals about spa products and supplies, including ingredients, equipment, and retail. Dedicated to the success of spa professionals everywhere, we're grateful to be recognized with multiple industry awards (thank you!) and proud to support the spa industry through mentorship and sponsorship.