Let’s talk raising prices—one of the most asked-about (and stressed-about) topics in the cookie biz.
If you’ve ever looked at your calendar, realized you’re completely booked out, and still wondered where all your money went… you’re not alone. Pricing your cookies can be one of the trickiest parts of running a baking business, especially when you’re trying to keep customers happy and make your time worth it.
Today, we’re diving into how to know when it’s time to raise your prices—and how to do it in a way that feels good to both you and your customers.
The Red Flags That Your Prices Are Too Low
When I first started, I priced my cookies based on what I thought people would pay—and let me tell you, it wasn’t sustainable. I was always exhausted, turning away orders I didn’t have time to make, and dreading my inbox because it meant another underpaid custom order was coming my way.
Here are some signs it might be time for a pricing upgrade:
- You’re constantly turning away orders because your calendar is too full
- You’re dreading custom orders you used to love
- You’re not paying yourself (after supplies, time, and expenses)
- You don’t know your actual profit margins
If any of that hits close to home, it’s time to stop pricing based on fear and start pricing like the business owner you are.
What Really Goes Into Pricing
If your pricing formula starts and ends with butter, sugar, and flour… we need to talk.
You’re not just selling cookies. You’re selling your time, your creative energy, and your expertise. You’re planning sets, coordinating colors, emailing clients, ordering cutters, and spending hours on packaging. That admin day? That counts, too.
And don’t forget your business expenses. Website fees, packaging, licensing, business cards, and all those little things that add up.
If you want your business to be profitable and sustainable, your prices have to reflect all of that—not just what you paid for ingredients.
How to Raise Your Prices Without Losing Loyal Customers
This is the part that trips most cookiers up—how to raise prices without scaring people off. But I promise: the right people won’t blink.
Here’s how to make the shift with confidence:
- Give Them a Heads Up
- Let your email list and VIP customers know a change is coming. Keep it simple: “As my business grows, so have my costs. To continue providing high-quality cookies and service, I’ll be updating my pricing starting [date].”
- Show the Value
- Share behind-the-scenes peeks. Talk about the care and time that go into every set. Remind them these are handmade gifts, not grocery store sweets.
- Focus on Your Superfans
- You know the ones—they buy everything you offer, no questions asked. Speak directly to them in your emails and posts. They value your skill, your style, and your time.
Not everyone will stick around—and that’s okay. You’re building a business for people who respect your work, not bargain hunters who are just looking for the cheapest cookie.
You Deserve to Be Paid for Your Time
At the end of the day, raising your prices isn’t just about making more money. It’s about building a business that supports your life instead of draining it.
If you’re overworked and underpaid, that’s not a badge of honor—it’s a sign something needs to shift. And if that sounds like you? Consider this your sign.
Want to Turn Your Cookie Side Hustle into Full-Time Income?
If you’re ready to stop undercharging and start treating your cookie biz like the thriving business it can be, I’ve got something just for you.
✨ Grab my free guide: How to Make a Full-Time Income from Your Cookies ✨
Inside, you’ll learn the exact steps I took to grow my cookie business from hobby-level income to something sustainable (without baking until 2AM every night of the week).
You don’t have to figure it all out on your own—and this guide is the perfect place to start.
Looking for more tips for your cookie business? Click here to learn more!