Your Pricing Strategy Is Killing Your Profits—Let’s Fix It!

By Kristin Jackson

Salon owners, let’s be real—if your pricing strategy is based on what the salon down the street is doing, you’re playing a dangerous game.

Discounting too much? You’re losing money.

Pricing too low? You’re undervaluing your services.

Pricing too high? You’re scaring clients away.

So, what’s the sweet spot for pricing that keeps customers happy AND boosts profits? Let’s take a closer look.

1. Stop the Race to the Bottom

A $99 unlimited tanning package sounds great… until you realize you’re barely breaking even. Your pricing needs to reflect the VALUE you provide—not just be a number pulled out of thin air. If your customers are coming to your salon only because you’re the cheapest, they’ll leave as soon as they find a better deal. Instead, work to build loyalty through experience, not discounts.

Solution: Instead of slashing prices, offer value-based memberships with perks like:

Free upgrades after X number of visits
Discounts on lotions & skincare
Priority booking for peak hours

2. Charge for Convenience (People Will Pay!)

Your best customers are willing to pay for premium experiences, but you have to offer them! Stop thinking of pricing as just access to tanning and start charging for convenience and exclusivity.

Upsell Opportunities:
Express Tanning Pass – Skip the line for a small extra fee.
VIP Memberships – Unlimited upgrades, red light therapy, or skincare bundles.
Lotion Subscription – Auto-delivered product bundles keep clients stocked up (and spending!).

3. Know Your Numbers!

If you don’t know your cost per session, you have NO idea whether your pricing is profitable. Factor in lamp life, electricity, product usage, and maintenance costs—then make sure your pricing covers it with a solid margin.

Action Step:
Calculate your break-even point per tan and structure your pricing from there.

4. Charge What You’re Worth (Without Fear)

Too many salon owners undervalue their services out of fear that people won’t pay. Here’s the truth: If you provide an amazing experience, people WILL pay premium prices.

How to Raise Prices Without Losing Customers:
Add Perceived Value: Offer free skincare samples, create an exclusive feel, and educate customers on why your salon is worth it.
Communicate the Upgrade: When you adjust pricing, highlight the new perks, benefits, or quality improvements that come with it.
Give Clients a Choice: Keep a base membership affordable, but create a high-tier option for those who want premium access.

Bottom Line: If you want better profits, stop making pricing decisions based on fear and start using a strategy that actually makes sense.