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Introduction
PetGroomer.com received more than
8,000 completed grooming price-related surveys from
the period March 1, 2007 to December 31, 2007.
The survey was separated into 2 groups, one
dedicated to mobile grooming business owners, and
the other for all other grooming business owners.
Separating the surveys was done to improve accuracy.
Generally, mobile groomers charge higher fees for
equivalent grooming services performed by non-mobile
groomers in order to compensate for the added costs
incurred by providing the convenience of onsite
grooming.
Survey results for actual prices charged were
separated by U.S. Census Bureau regions in which the
grooming business owners do business. Also, this
year’s report of 2007 survey results includes
comparison figures taken from the 2006 pricing
surveys.
Your grooming fees may vary from those shown here.
The figures provided here represent averages. In
every category shown here we received both higher
and lower quotes by groomers, and again what you
read here are averages.
If you are a grooming business owner, please be sure
to complete a 2008 grooming price survey, as well as
other appropriate surveys before December 31, 2008.
Thank you.
Profile of
Groomers Taking the Surveys
Where the Groomers Are
Groomers surveyed represented all U.S. Census
regions for the 50 states. Approximately 40% of
surveys were completed by groomers in the Middle
Atlantic states (NY, PA, NJ) and Pacific states (AK,
HI, CA, OR, WA). Following closely behind the
Pacific region was the East North Central states
(WI, IL, IN, OH, MI). These 3 regions have always
performed strongly in PetGroomer.com surveys prior
to 2007.
Mobile Groomers
In 2007 mobile groomers participating in the mobile
pricing group grew by nearly 175 more mobile
groomers. Approximately 750 mobile grooming business
owners completed the pricing surveys during 2007.
Nearly 170 (or 23%) of them represented the Middle
Atlantic states (NY, PA, NJ). Compared to prior year
surveys the Pacific region posted the highest
increase in participation, but not enough to
overtake the popularity of the Middle Atlantic
states.
In 2006, 35% (the largest group) of mobile groomers
surveyed valued their “add-on convenience fee”
worked into their pricing system at $10.00 to
$15.00. In 2007 there was a somewhat dramatic
increase in the valuation of this fee. A dominating
40% valued the fee at $15.01 to $20.00 and another
35% reported $20.01 to $25.00.
Perhaps the best explanation for the increase was
the price of gasoline and vehicle maintenance. 51%
of mobile groomers indicated that gas and
maintenance was the leading operating cost
encouraging them to raise prices. The next closest
operating expense encouraging price fee increases
was grooming supplies, but only 17% reported.
Compared to other non-mobile grooming operations,
mobile groomers serve more upper-middle class and
above pet owners (42%). Non mobile business owners
indicated only 23% of their clientele were in that
category and instead served 68% of their clients
categorized as “middle-class.”
Mobile groomers heartily disfavor discounts. While
only 19% of non-mobile groomers answered that they
don’t discount services, 72% of mobile groomers
reported no discounting their service fees.
Future Price Increases
Clearly in 2007 the majority of groomers surveyed
forecasted price increases in 2008. A whopping 77%
of mobile groomers planned on increases in 2008, and
non-mobile groomers 54%. It’s interesting to note
that 10 times more non-mobile groomers (20%)
anticipated price increases in 2009 compared to
mobile groomers (2%).
Where all groomers find nearly 100% agreement is in
advertising prices. 97% of mobile groomers and 89%
of non-mobile groomers do not advertise their
grooming prices. More important though, mobile
groomers are somewhat more likely to raise prices by
a higher margin compared to non-mobile groomers. 78%
of non-mobile groomers raise fees by $2.00 to $4.00
whereas only 58% of mobile groomers raise fees in
this range and 35% of mobile groomers report price
fee increases in the range of $4.00 to $6.00
instead.
What’s Not in Favor?
• Charging by the hour is more popular with mobile
groomers (16%) compared to non-mobile groomers (5%).
• One price grooming (with some allowance for
exceptions) is still overwhelmingly out of favor
with mobile groomers and non-mobile groomers. Only
7% and 4% respectively use some form of one price
grooming.
• Price sheets are more popular with non-mobile
groomers but they are available from only 22% of
them, and only 13% of mobile groomers provide price
sheets.
• Being the most expensive is not popular with both
groups of groomers. Only 6% of mobile groomers
reported they were the most expensive mobile
grooming operation in their area, and even less, 4%,
of non-mobile groomers claimed to be the most
expensive.
• Service discount coupons are far less popular with
mobile groomers (23% use them sometimes) compared to
non-mobile groomers (74% use them sometimes).
|
Which
region (as defined by the U.S. Census Bureau)
are you located in? |
Mobile %
rounded |
Non Mobile %
rounded |
|
New England |
(ME, NH, VT, MA, CT, RI) |
7% |
11% |
|
Middle Atlantic |
(NY, PA, NJ) |
23% |
22% |
|
S. Atlantic |
(WV, MD, DC, DE, VA, NC, SC, GA, FL) |
11% |
8% |
|
East South Central |
(KY, TN, MS, AL) |
5% |
5% |
|
West South Central |
(OK, LA, AR, TX) |
7% |
7% |
|
East North Central |
(WI, IL, IN, OH, MI) |
11% |
14% |
|
W. N. Central |
(ND, SD, MN, IA, MO, NE, KS) |
9% |
4% |
|
Mountain |
(MT, ID, WY, CO, UT, AZ, NM, NV) |
9% |
8% |
|
Pacific |
(AK, HI, CA, OR, WA) |
18% |
21% |
|
Which best describes your pricing system? |
Mobile %
rounded |
Non Mobile %
rounded |
|
I simply charge by the hour for my services. |
16% |
5% |
|
I base my pricing system on one or more factors
including breed, hair coat and styling request. |
60% |
76% |
|
I have one price grooming with some or no
limitations. |
7% |
4% |
|
Other |
17% |
15% |
|
Generally, how much do you "add-on" to your grooming fees to
compensate for your going to pet owner's homes
as a convenience? For example, if you would
charge $35 in a local salon, how much more would
you add-on? |
Mobile %
rounded |
|
Up to $10.00 |
3% |
|
$10.01 to $15.00 |
17% |
|
$15.01 to $20.00 |
40% |
|
$20.01 to $25.00 |
35% |
|
Over $25.00 |
5% |
|
Do you offer a price sheet that customers can
take with them? |
Mobile %
rounded |
Non Mobile %
rounded |
|
Yes |
13% |
22% |
|
No |
87% |
78% |
|
When is the next time you plan to raise prices? |
Mobile %
rounded |
Non Mobile %
rounded |
|
At least 2 years between price increases. |
33% |
32% |
|
At least 1 year between price increases. |
57% |
58% |
|
More than once a year. |
10% |
10% |
|
How much of your business is "bath only"
services versus "complete trim and bath"
services? |
Mobile %
rounded |
Non Mobile %
rounded |
|
25% or less of my business is bath only
services. |
54% |
42% |
|
26% to 50% of my business is bath only services. |
31% |
48% |
|
51% to 75% of my business is bath only services. |
12% |
6% |
|
76% to 100% of my business is bath only
services. |
3% |
4% |
|
Which operating expense encouraged you to raise
your prices last (more than any other)? |
Mobile %
rounded |
Non Mobile %
rounded |
|
Vehicle loan payment |
14% |
1% |
|
Utilities (gasoline and maintenance for mobile
groomers) |
51% |
28% |
|
Labor costs for hired staff |
9% |
38% |
|
Grooming supplies |
17% |
24% |
|
Business insurance |
7% |
4% |
|
Other |
2% |
5% |
|
Which best characterizes the majority of your
regular clientele? |
Mobile %
rounded |
Non Mobile %
rounded |
|
Low income |
7% |
9% |
|
Middle class income |
51% |
68% |
|
Upper middle class and above income |
42% |
23% |
|
Did you ever own a non-mobile grooming business? |
Mobile %
rounded |
|
Yes |
11% |
|
No |
89% |
|
In general, how do your prices compare with the
local "competition?" |
Mobile %
rounded |
Non Mobile %
rounded |
|
I am the low price leader. |
4% |
9% |
|
My prices are a little less than my local
competition. |
11% |
38% |
|
My prices are about the same as my local
competition. |
52% |
43% |
|
My prices are a little more expensive than my
local competition. |
27% |
6% |
|
I am the most expensive, or close to it. |
6% |
4% |
|
When is the next time you plan to raise prices? |
Mobile %
rounded |
Non Mobile %
rounded |
|
2007 |
21% |
26% |
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