Why Prices Are Going Up (And No, It’s Not Because Gru Stole the Budget Again! 🌑)
If it was possible to keep prices low for infinity and beyond, it’s safe to say that we all would. But as inflation soars, rent, insurance, staffing and supplies are all climbing fast, and so it’s no surprise you need to increase your prices to keep up.
But here’s the silver lining: price increases often come with bigger and better benefits.
Whether it’s new equipment, improved classes, or an increased focus on service, keeping your messaging benefits-led lays the foundation for a more positive and understanding reception.
Are you experiencing rising costs for your kids’ activity club? Check out our blog, [.blue__text]‘How To Deal With Rising Costs at Kids' Clubs’[.blue__text] for tips.
Timing Your Announcement Like Elsa’s Powers: Cool and Controlled
Dropping a price increase on parents with no warning? That’s as chaotic as Willy Wonka’s Golden Ticket announcement…
Parents don’t like surprises, so giving plenty of notice is key. In fact, it’s not usually price increases that parents are unhappy with- it’s the way these changes are communicated.
Here’s how to break the news that prices are going up gently:
Give Plenty of Notice: You wouldn’t be happy if Netflix or Amazon Prime started taking more from your account without telling you, right? Parents at your kids’ activity club are no different. Aim to give at least 30-60 days’ notice, as this helps parents plan and avoids any last-minute shock.
Be Clear and Honest: Transparency is key. No one wants to feel like they’re playing a game of hide and seek with important information. Use clear messaging and call it a price increase rather than a ‘price adjustment’ or ‘price change’.
Focus on the Positive: Bring in messaging around the ‘why’, keeping it benefits-led. Frame it as an investment in their child’s future and thank them for their continued support.
How to Tell Customers Prices Are Going Up (Without Causing a Meltdown!)
When delivering the message, think of it like crafting the perfect Pixar movie: fun, heartfelt and full of meaning.
Here’s a structure that can help you communicate this change via email, on social media, or face-to-face.
1. Start With Empathy
Start by acknowledging what parents might be feeling. Many families are juggling busy schedules and tight budgets, meaning that even small changes can feel overwhelming. By recognising this upfront, you show that you understand their concerns and value their trust.
We recommend keeping your message warm, transparent and customer centric. Here’s an example of how you might phrase it:
[.pink__text]“We know budgets can be tight and that price increases aren’t anyone’s favourite news… We’ve worked hard to keep costs as low as possible whilst continuing to provide the best possible experience for your child.[.pink__text]
[.pink__text]This small increase helps us maintain and improve our programmes, from high-quality instruction to better teaching facilities and equipment. We’re so grateful for your support and can’t wait for another amazing season of fun, learning and adventure.”[.pink__text]
Approaching the conversation with empathy first helps parents feel heard rather than blindsided. When families know that you’re making this change thoughtfully, and that their child’s experience remains your top priority, they’re far more likely to understand and stay on board.
2. Explain the “Why”
Once you’ve acknowledged parents’ concerns, the next step is to clearly explain why this price increase is happening. Parents are far more likely to accept a change if they understand this isn’t about covering costs, it’s about maintaining and improving your programmes. You might say something like:
[.pink__text]“We’ve always been committed to providing a safe, engaging and high-quality experience for your child. Over the past year, our costs have increased.[.pink__text]
[.pink__text]To continue offering the same exceptional standard of activities, we’ve made the difficult decision to raise our pricing. This small increase helps us continue delivering the best experience possible for your child.”[.pink__text]
If your price increase comes with specific benefits, highlight those improvements. Parents will be more receptive if they see that their investment is leading to tangible benefits for their child.
For example:
[.pink__text]“This small increase allows us to bring in additional coaches, upgrade our equipment, and introduce exciting new activities- ensuring your child has the best experience possible.”[.pink__text]
Keep it clear, concise and focused on the value families are receiving. The more confident and open you are, the more likely parents will be to trust your decision.
3. Get Straight to the Numbers
Once you’ve explained why the price is changing, it’s important to be direct and upfront about what the new pricing will be and when it takes effect. Parents appreciate clarity, so give them the exact numbers and timeline.
For example:
[.pink__text]“Starting on the 1st March, class fees will increase from £50 to £60 per month. But don’t worry, everything you love about our club is staying the same, just getting even better!”[.pink__text]
It’s also helpful to address common concerns proactively:
- Will current discounts (such as siblings discounts) still apply?
- Are there any new pricing plans or payment options available?
- Can families lock in the current rate by signing up early?
If possible, offer flexible solutions to ease the transition. For example:
[.pink__text]“We understand that any price increase can be an adjustment, so we’re offering the option to lock in our current rates for the next three months by pre-paying in advance.”[.pink__text]
ClassForKids’ payment features offer flexible solutions that allow you and parents to meet halfway. For example, our subscription model spreads the cost of the term over 12 months to help ease financial burdens. Learn more about our different features [.blue__text]here[.blue__ text]
4. Wrap It Up with Gratitude
Finally, end on a positive and appreciative note. This is your chance to remind families that you value their support and that you’re committed to giving their children an amazing experience.
Try something like this:
[.pink__text]“We’re so grateful to have your family as part of our community. Your support allows us to continue creating a fun, safe, and enriching environment where your child can thrive. We know this change may require some adjustments, and we appreciate your understanding as we work to make our programmes even better. If you have any questions, we’re happy to chat anytime!”.[.pink__text]
A heartfelt thank you goes a long way in maintaining strong relationships for your customers, as does opening the floor for questions.
5. Keep the Conversation Going
Announcing a price change isn’t a ‘one-and-done' conversation, it’s the start of an ongoing dialogue. Parents who feel heard and valued are far more likely to stay, so it’s important to encourage feedback year-round. This not only strengthens trust but shows parents that their voices matter.
For example:
[.pink__text]“We love hearing from you! Your feedback helps us continue improving, so if you ever have thoughts or suggestions, please let us know! Our inbox is always open!”[.pink__text]
Once you’ve rolled out new benefits funded by the price increase, make sure parents know about it!
[.pink__text]“Thanks to your continued support, we’ve been able to introduce [facility upgrades, new classes]! We’re so excited for your child to experience these improvements, and we can’t wait to hear what they think!”[.pink__text]
When parents regularly see how their investment directly benefits their child’s experience, they’re far more likely to understand if small, incremental price adjustments are needed in the future.
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