Thriving Stylist Podcast #399 Summary

Episode Title: When You Haven't Raised Prices in 5+ Years, Where Do You Start?
Host: Britt Seva
Release Date: August 18, 2025

Episode Overview

In this episode, Britt Seva addresses a common dilemma faced by many experienced stylists: how to approach raising your prices when you've gone years—sometimes 5, 7, or even 10 years—without an increase. Prompted by a heartfelt message from a long-time stylist, Britt provides thoughtful mindset work, industry context, and actionable strategies for navigating this challenge, especially in the face of rapidly changing consumer behavior, increasing operational costs, and shifting expectations around marketing in the beauty industry.

Key Discussion Points and Insights

The Emotional and Industry Backdrop (04:00–12:00)

• Listener's Question:
  Britt reads a detailed message from ShellBeach7, a 30-year booth renter who hasn’t raised prices since 2018 despite working a full, referral-driven schedule (04:30).
• Industry Culture and Past Models:
  • The historic standard was “booked and busy = success.” Stylists were rewarded for working more and taking as many clients as possible, often double-booked.
  • Many career stylists, like the listener, have been influenced by models from the early 2000s—rewarding hustle over strategic business planning.
• Mindset Pause:
  Britt encourages a moment of reflection:

  "I encourage you to think about what was going through your mind as you looked around at the industry in 2018... for whatever reason, you decided you weren’t going to go down that path.” (10:40)

Why Not Raising Prices Hurts (12:00–24:00)

• Inflation and Buying Power:
  • Using the Bureau of Labor and Statistics inflation calculator, Britt demonstrates that a $50 service in 2018 should be around $65 in 2025 to match purchasing power.

    “With every year that passes, you become more of a discount stylist... compounded with the fact you love education, you're passionate, 30 years skilled, and you discount yourself more and more. You are a dream.” (13:00–14:40)

• Comparisons to Macy’s and Other Brands:
  • Macy’s, a once-dominant department store, is failing because it didn’t evolve and moved to “house brands” and discounts, eroding its value perception.
  • Britt draws a direct comparison to stylists:

    “Is that how you want to be seen in your salon? If not, you have to innovate forward. We have to.” (20:55)

  • Other brands like Toys R Us failed due to just one mistake—refusing to adapt by not offering free shipping.

    "It's kind of like what you're doing with your price point right now. You're not modernizing forward." (22:10)

The “Great Divide” and Market Positioning (24:00–28:00)

• The Great Divide:
  • Britt discusses the economic “great divide,” where the middle market is shrinking—luxury/economy will survive, the middle lags behind.

    "Luxury doesn't mean fancy diamonds... you're basically backsliding into economy." (25:00)

• Question to Stylists:
  Consider if your current positioning is strategic or just left over from inertia.

Practical Calculations & Missed Earnings (28:00–36:00)

• Scenario Modeling:
  • Britt runs numbers:
    • 2018 price: $70/ticket, 32 hours/week, 2 weeks off, avg. guest 90 min = ~$73K services/year, $36K take-home at 50% margin.
    • If prices kept pace with inflation (25% higher), take-home jumps to $45K; if actually underpriced by 50%, could earn $56K—a potential $20,000/year difference.

    “How would you feel if you made an extra 20 grand this year? That would change the stylist’s life.” (33:10–33:30)

• Annual Increases Debate:
  Britt cautions against blanket annual increases (e.g., everyone raises 3.5% every year), calling it potentially irresponsible and harmful, especially for struggling stylists.

Steps to Reset Your Pricing (36:00–44:00)

• The 7 Factors (listen to Episode 221!):
  • Local annual income
  • Maximum available service hours
  • Services offered
  • Total guests/month
  • How far booked out
  • Monthly referrals
  • Product costs
• Don’t Raise Prices Without a Marketing Plan:

  "Generally speaking, the rate at which you raise your prices is directly equivalent to the risk of clientele loss." (37:50)

• Typical Increase Tolerances:
  5–10% increase often manageable if “earned” (i.e., demand and value are clearly there). Some stylists can even do more, but risks must be weighed.
• Calculate Your Risk:
  If you raise by 5% and lose 5% of clients, are you still net positive based on your goals?
• No Apologies, No Drama:
  When you do raise prices, Britt recommends:

  "Skip the emails, skip the social media posts, skip the apologies... Just let your clients know, ‘Hey, I know you’ve been paying $75 for your root touch-up. Next time it’s going to be $80.’ The less emotional you make it, the less emotional your clients will take it.” (43:00)

• Focus on Modernizing Marketing, Not Becoming an Influencer:
  • “You don’t have to become an Instagram influencer... but modernizing your marketing could be massive for you, and it doesn’t have to feel heavy.” (41:10)

Notable Quotes & Insights

• “With every year that passes, you become more of a discount stylist... of course you’re booked and busy.” (14:35)
• “Is that how you want to be seen in your salon? If not, we have to innovate forward.” (20:55)
• “How would you feel if you made an extra 20 grand this year? How would that change your life?” (33:10)
• "I don't believe in standardized annual increases. I have watched that kill stylists' business." (35:00)
• "If you haven't earned a price increase, ask yourself why. Because the economy is outpacing you." (36:20)
• “Just let your clients know, ‘Hey, I know you’ve been paying 75 for your root touch-up. Next time it's going to be 80.’ The less emotional... the less emotional your clients will take it.” (43:00)

Timestamps for Key Segments

• 04:00–09:00: Listener Letter, Key Context
• 10:40–12:00: Mindset Pause—Why Price Increases Stalled
• 14:00–20:00: Buying Power & Industry Parallel (Macy’s Story)
• 25:00–28:00: The Great Divide & Market Position
• 28:00–36:00: Annual Calculations, Missed Earnings
• 37:45–41:20: Practical Steps—Seven Factors, Risk Tolerance, Marketing
• 43:00: Script for Telling Clients About Price Increase

Actionable Takeaways

1. Assess Your Current Pricing: Use tools like the Bureau of Labor inflation calculator and Britt's “seven factors” to get a sense of what you should be charging.
2. Reframe the Mindset: Recognize that evolving isn’t a betrayal of values but a necessity for thriving in today's market.
3. Plan Before You Act: Develop a strong marketing strategy to maintain or grow demand before raising prices.
4. Communicate Simply: Keep price change announcements straightforward and non-emotional.
5. Let Go of Guilt: Remember, staying at outdated prices sacrifices your well-being for the convenience of others—don't let guilt hold you back.

Recommended Listening

• Episode 221: The Seven Factors of Determining Your Price Point
• Episode 331: The Pricing Crisis and How We Got Here

Host’s Closing Message:

“If you need any other tools or guidance as you navigate this journey, you can always leave me another rating or review on iTunes, find me in the DMs on Instagram ... as I always say, so much love, happy business building, and I'll see you on the next one.” (44:10)

For stylists who feel stuck, burnt out, or insecure about a long-overdue price increase, Britt offers reassurance, perspective, and practical next steps—delivered with compassion, a dose of real world numbers, and her trademark “kick-in-the-pants” energy.