New Year, New Prices: Why It’s Time to Raise Your Dog Walking Rates
- Tori Lynn Crowther
- Jan 1, 2025
- 3 min read
New Year, New Prices: Why It’s Time to Raise Your Dog Walking Rates
Ah, January. The month of dark mornings, soggy leads, and that lingering guilt about last year’s chocolate stash. It’s also the perfect time to talk about something a lot of dog walkers quietly dread: raising your prices.
Yes, I know… it feels awkward. Uncomfortable. Like asking clients to pay more for the exact same service. But here’s the truth: raising your prices is not greed. It’s survival. It’s professionalism. And, frankly, it’s about time.
Why Dog Walkers Avoid Price Increases (Even When They Desperately Shouldn’t)
Most of us avoid it because of:
Guilt: “But I’ve been loyal to my clients!”
Fear: “What if they leave?”
Comparison anxiety: “Someone down the road charges £12 a walk, how can I possibly ask for £18?”
Here’s the truth:
Your bills have gone up. Your skills have improved. Your time is valuable. If your prices haven’t changed, you’re actually earning less than you were last year.
Busy ≠ profitable.
The Perfect Excuse: New Year
January is a fantastic moment for price changes:
Clients expect updates at the start of a new year.
It feels professional, predictable, and planned.
They understand that costs rise with inflation, insurance, fuel, and yes, even chocolate for emergencies (we all have them).
A New Year price increase is far better than an awkward mid-year surprise.
The VAT Horror Story: How Undercharging Almost Broke Me
Let me tell you what happened when I hit the dreaded VAT threshold.
I called my accountant, panicked:
“Help! I’ve hit the limit. What should I do?”
She calmly suggested:
“Close for a day. That would reduce your turnover enough, problem solved.”
Ha. Ha. Ha.
Closing for a day might work if you run a shop. But a dog walking business with multiple clients and employees? Not happening. Imagine telling a pack of dogs, “Sorry, we’re closed today, please walk yourselves.” Logistics nightmare.
So, I did what many of us do: I incorporated VAT into my costs… but didn’t raise prices.
The result? I took the hit myself. My cash flow suffered. I nearly went under.
Then I nervously told my clients:
“Yes, I’m now VAT registered, but your costs haven’t changed.”
Some clients quietly vanished. No drama, no confrontation. Just gone.
By the next month, I was below the VAT threshold—having lost clients I hadn’t replaced. I had less money to live on, and was now VAT registered anyway.
Lesson learned: undercharging out of fear hurts more than VAT ever could.
How Much Notice Should You Give Clients?
Professional courtesy (and common sense) says:
4–8 weeks’ notice minimum
Written notice, not a casual “by the way” text
Longer notice if the increase is large
Clients appreciate transparency. They also like predictability—surprise price rises are stressful for everyone.
How to Raise Prices Without Losing Clients
Step 1: Decide Your New Price
Forget what others are charging. Calculate:
Your real hourly rate
Your costs (fuel, insurance, equipment, CPD)
Your capacity
If the number makes you nervous, that’s usually a sign it’s correct.
Step 2: Communicate Clearly
Good communication is:
Clear
Neutral
Confident
Not: apologetic, over-explaining, or justifying yourself for days. You are informing clients, not asking permission.
Step 3: Expect Reactions
Some clients will accept immediately. Some may question it. A few may leave. That’s okay.
If losing one client destabilises your business, your price was too low in the first place.
Why You Should Never Compete on Price Alone
Ah yes, the £12-a-walk brigade.
Many new dog walkers undercut to survive.
They haven’t factored in insurance, wear and tear, or burnout.
Many will either raise prices later, burn out, or quietly disappear.
Don’t anchor your business to someone else’s unsustainable pricing. Your professionalism, experience, and reliability are worth more than “cheap and convenient.”
Final Thoughts: New Year, New Prices, Same Professionalism
Raising prices doesn’t mean:
You’re abandoning loyal clients
You’re no longer caring
You’ve “changed”
It means:
You’re still here
You want to stay here
You’re building a sustainable, professional business
New year. New prices. Same exceptional service—just finally priced properly.
Remember: your skills, experience, and sanity are worth it.
See The Dog House Resources for templates you can use.
About Tori & TLC Canine Crusaders Business Hub
I’m Tori, founder of TLC Canine Crusaders Business Hub and The Dog House, where I help dog walkers and dog owners build confidence, clarity, and success. With years of hands-on experience running a busy dog walking company and training academy, my mission is to make the industry easier to navigate. Whether you're growing your business or supporting your dog at home, you’ll find practical guidance, community support, and resources designed to help you thrive.
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