How to tell customers about a price increase (8 examples you can copy)

The best way to tell customers about a price increase is before it happens, briefly, and with the real reason. Put a short notice where people already look (your counter, your Instagram, your booking texts), say what's changing and from when, give one honest sentence about why, and thank them.

Below: why the reason matters, when to announce, and 8 short examples you can copy for a café, a bakery, a salon and a shop.

Why the reason matters more than the wording

In 1986, the economists Daniel Kahneman, Jack Knetsch and Richard Thaler asked people to judge pricing decisions in a series of telephone surveys (American Economic Review, "Fairness as a Constraint on Profit Seeking").

Two of their questions explain most of what you need to know:

A hardware store raised the price of snow shovels from $15 to $20 the morning after a big snowstorm. 82% of respondents (107 people) called it unfair.
A grocer, facing a wholesale price rise, raised the price of lettuce by the same 30 cents it now paid more. 79% (101 people) called it acceptable.

The pattern they found: people feel entitled to the price they're used to, and they accept that a business is entitled to its usual profit. Passing on a cost you can't avoid feels fair. Raising prices because customers have no choice doesn't.

So in your notice, the honest reason does the work: ingredients, supplies, rent, wages, energy. Name the real one. Don't invent one, and don't hide behind "due to market conditions".

When and where to announce it

Decide the date first. Pick a start date (the 1st of a month is easy to remember) and the exact new prices.
Tell regulars and bookings first. Anyone with an appointment, standing order, package or subscription should hear it directly, before it starts.
Then the public places: a sign at the counter or on the menu board, a social post, your website price list and your Google Business Profile, if you list prices there.
Update everything on the same day. A menu that still shows the old price is worse than no notice at all.
Brief your team. Give them one sentence to say if someone asks (see example 8).

8 examples you can copy

Swap in your own details where you see brackets.

1. Counter sign (café or bakery)

Our prices are changing on [date]. The cost of [coffee beans / butter and flour] has gone up a lot this year, so some of our prices will rise by [amount]. Everything is still made here, by us, the same way. Thank you for keeping us going.

Why it works: one reason, one promise that stays the same, no apology.

2. Instagram or Facebook post

A quick, honest note: from [date], some of our prices go up by [amount]. [Ingredient/supply] costs have risen and we'd rather change prices than change the recipe. Your [loyalty card / regular order] works exactly as before. Thank you for supporting a small [café / shop] ❤️

Why it works: it answers the question people actually have ("is it still the same?").

3. Menu board or price list note

New prices from [date]. Same [beans / bakers / team].

Why it works: on a board, short beats complete. Save the explanation for the post.

4. Email to regulars

Subject: Our prices from [date]

Hi [first name],

From [date], our prices will change. [Coffees go up by 20p / Our cut and finish goes from [old] to [new]].

The reason is simple: [our supplier and energy costs have risen this year]. We've held prices for as long as we could.

What doesn't change: [your loyalty card, our opening hours, who's behind the counter].

Until [date], everything stays at today's prices.

Thank you for being a regular, [Name], [Business]

Why it works: the change and the date are in the first two lines. A skimmer still gets it.

5. Salon text to clients with a booking

Hi [name], it's [stylist] at [salon]. Just a heads-up that our prices change on [date]. Your appointment on [booked date] stays at the price you booked. Thank you! See you soon.

Why it works: it answers "does this affect me?" straight away, and honoring the booked price takes the sting out.

6. Salon text to clients without a booking

Hi [name], [stylist] from [salon] here. From [date], our [service] price goes from [old] to [new], because [product and supply costs have risen]. If you'd like to book before then at the current price, just reply and I'll find you a slot.

Why it works: it turns the notice into a reason to book, without pressure.

7. Shop or online store note

A note on prices. From [date], some prices in our shop will rise, because our [suppliers / shipping costs] have increased. We've only changed what we had to, and [bestseller] stays at [price].

Why it works: a visible "this one stays the same" shows you didn't raise everything just because you could.

8. What your team says if someone asks

"Yes, our [supplies / ingredients] went up, so we had to change a few prices. Thanks for asking, and for still coming in."

Why it works: calm, true, and short. No arguing, no long apology.

What not to say

❌ "Due to market conditions…" It sounds like you're hiding the reason.
❌ A long apology. It suggests you're doing something wrong.
❌ A reason that isn't true. Customers who find out stop trusting the rest of your notice.
❌ Surprise at the till. Finding out when paying is the version people remember.
❌ Raising prices during a rush, a shortage or bad weather, "because you can". That is exactly what the snow-shovel study found people call unfair.

Before you publish: a short checklist

New prices decided, and the date set
Bookings, packages and subscriptions told directly
Counter sign, menu board and price list updated on the same day
Website and Google Business Profile prices updated
Social post scheduled
Team knows the one-sentence answer

If you need the new price list worked out and the notices written, GBot's Sam can update your price list with the math and Mia can draft the sign, post and email for you to edit.

Clear, current prices also help when Google's AI calls your business to ask what things cost. And if someone leaves an unhappy review about the change, here's how to reply to a bad Google review.