Raising prices is fine. Hiding it is not
Went through the new QuickBooks holiday survey with my coffee and one number stuck with me.
38% of small businesses have raised prices or plan to. Another 43% are thinking about it.
Only 9% of shoppers think those increases are fully justified.
That gap is the whole problem :D
Most owners raise prices quietly. New number on the website, nothing else, and hope nobody looks.
Customers look. They always do.
I don't think the price itself is what annoys people. It is the feeling that somebody tried to sneak it past them.
From what I've seen selling in-doors and online, the rises people accept are the ones somebody explained. What went up, why, and what stayed the same.
So if you are one of the 38%, say it out loud. One honest line on the product page or in your next email.
Then make the rest feel worth it. Fast answers. Orders that arrive when you said they would. A real person when something goes wrong.
People will pay a bit more to a business they trust. They won't pay more to one that hoped they wouldn't notice.
The full numbers are written up here if you want them: https://www.selfemployed.com/news/quickbooks-holiday-survey-2026-small-business-spending/
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