How to Price Your Dog Grooming Services (Without Underselling)

Pricing is the thing new groomers agonise over most, and almost everyone starts out charging too little. I did. We all want to be kind, we love the dogs, and it feels awkward to ask for what our work is worth. But underpricing is not kindness, it is a fast route to burnout and a business that quietly loses money. So let me talk you through how to price your grooming properly, in a way that is fair to your clients and fair to you.

Price on time and skill, not sympathy

The single biggest mindset shift is this: you are charging for your time and your expertise, not for the dog being cute. A groom that takes you two hours of skilled, physical work should be priced like two hours of skilled, physical work. When you frame it that way, sensible pricing stops feeling greedy and starts feeling like basic business sense. Your rent, your kit, your insurance, your training and your years of practice all have to be paid for by the fees you charge.

The factors that set the price

A good price reflects the real work involved, and that varies dog to dog. The main factors I weigh are:

• Size: a bigger dog means more coat, more bathing, more drying and more physical effort, so it costs more. This is why flat one-size-fits-all pricing rarely works.
• Coat type: a double coat that needs a full deshed, or a curly coat that mats and needs careful scissoring, takes far longer than a smooth coat. Coat, not just size, drives the time.
• Time: ultimately most factors come back to how long the groom takes you. If you know your average times per breed and coat, you can price with confidence.
• Condition and matting: a neglected, matted coat is more work, harder on the dog and harder on your tools. It is entirely reasonable to charge more for it, and you should.
• Temperament: a dog that needs slow, careful handling takes longer, and that is fair to factor in.

Handling matted coats fairly

Matting deserves its own word because it is where pricing meets welfare. A heavily matted dog takes far longer and cannot always be finished to a full style safely. I am upfront with owners: a badly matted coat may need a humane short clip-off rather than a full groom, it will take extra time, and it will cost more. I never brute-force a matted coat to hit a lower price. Charging properly for matting also gently encourages owners onto a regular schedule, which is better for the dog than an annual battle.

Welfare note: Never let a fixed price tempt you into rushing or forcing a matted or frightened dog. If a coat is pelted, a humane clip-off is the kind choice, and your pricing should support that decision rather than punish it. Welfare first, style second, always.

Add-ons and extras

Add-ons let you tailor a fair price without inflating your base rate for every dog. Common ones include nail trims, ear cleaning, teeth brushing, de-shedding treatments, and puppy introduction sessions. Price these as clear, optional extras so owners understand what they are paying for. If you offer a specialist service, be clear about its value: hand stripping, for example, is a slow, skilled job that reasonably commands a higher rate than a straightforward clip. Something like a proper de-shed on a double coat is real, sustained physical work and is worth pricing accordingly.

Do not undersell yourself

Here is the honest talk. Setting your prices too low does not just hurt you, it drags down the perceived value of skilled grooming for everyone, and it attracts the wrong clients, the ones chasing cheap rather than valuing quality. Charge a fair rate for skilled, welfare-first work, deliver beautiful grooms and calm, happy dogs, and the right clients will gladly pay it and stay loyal. Review your prices regularly against your costs and your local market, and do not be afraid to raise them as your skills grow. A groomer who undercharges forever ends up exhausted and resentful, and that helps nobody, least of all the dogs.

A simple way to set your rates

If you are starting from scratch, work it out from the bottom up. Decide the hourly income you need to cover your costs and pay yourself properly. Time yourself honestly on a range of breeds and coats. Then set your base prices so each groom returns roughly that hourly rate, adjusting up for difficult coats, matting and size. Sense-check against what good local groomers charge, but never race to the bottom. Price on your worth, not on your fear.

Frequently asked questions

How should I price grooming by dog size? Larger dogs mean more coat to bathe, dry and finish, and more physical effort, so they cost more than small dogs. Size should be one factor in your pricing, but weigh it alongside coat type, which often drives the time even more than size does. Flat one-price-fits-all rarely reflects the real work.

Should I charge extra for a matted coat? Yes. A matted coat takes significantly longer, is harder on your tools and requires careful, welfare-first handling. Be upfront that a badly matted dog may need a humane short clip rather than a full style, that it takes extra time, and that it costs more. Never rush or force a matted coat to keep a price low.

How do I set prices without underselling myself? Work out the hourly income you need to cover costs and pay yourself, time yourself honestly across different breeds and coats, then set base prices that return that rate, adjusting for size, coat and matting. Sense-check against good local groomers but do not race to the bottom. Review and raise prices as your skills grow.

What grooming services can I offer as add-ons? Common optional extras include nail trims, ear cleaning, teeth brushing, de-shedding treatments and puppy introduction sessions. Price them as clear extras so owners understand what they are paying for. Specialist, slower skills like hand stripping and full double-coat de-sheds reasonably command higher rates because they are sustained, skilled work.

Written from the salon floor by Lucy, City & Guilds Level 2 & 3 qualified groomer and owner of Fluffs, a one-to-one dog grooming salon in Wigginton, York. For more professional grooming guides, explore the Fluffs grooming blog.