Are You Avoiding Your Wholesale Pricing? Here’s Why It’s Time to Tackle It

Let’s be honest, pricing can feel a bit scary. It’s one of those things that sits on your to-do list with a quiet little voice saying, you’ll sort me out eventually… but “eventually” never quite comes.

And I get it. Working out what to charge can bring up all sorts of feelings, especially when it’s your own products, your own creativity, and your own time on the line.

But the truth is: pricing isn’t just about covering your costs or looking at what other people are charging. It’s about building a business that supports you—not just now, but long-term. One that pays you properly, makes sense to buyers, and gives you the foundation to grow.

So if you've been putting it off, you're not alone. But you're also more than capable of figuring it out.

Let’s look at three really common pricing challenges I see all the time (and what to do about them).

1. Not Knowing What to Include in Your Cost Prices

It’s so easy to forget the little things. Tasks that only take a few minutes, like adding a sticker to a print, tying a ribbon, or popping a card into a sleeve with an envelope, don’t feel like much at first.

But when you’re packing dozens or even hundreds of orders? Those tiny jobs add up fast.

And if you ever want to outsource (which you might need to as you grow), someone else will be doing those jobs - and you’ll be paying them for their time. So it’s important to account for those costs now, even if it’s just you doing them at the moment.

• Time yourself doing a few full product preps - from start to finish. You might be surprised by how long the “quick” bits actually take.

• Add a small labour charge into your cost price for every product. Think of it as future-proofing your pricing.
  

2. Undervaluing Your Products Because of Your Own Money Mindset

This one is so common. So many small business owners set their prices low because they’re worried about what people will think, or because they wouldn’t personally pay that much for something.

Here’s the thing: you are not your customer. You know how your product is made. You know all the shortcuts. You might not value it the same way someone who’s seeing it for the first time does.

And if your pricing is based on your own fears or hang-ups around money, you might be undercharging without even realising.

“Who am I to charge that much?” “No one will pay that!” “I’d rather keep it affordable…”

Sound familiar? These thoughts can really hold you back.

The solution isn’t just maths, it’s mindset work. That’s why pricing isn’t a one-off task, it’s something that evolves as your confidence grows.

3. Putting Off a Proper Pricing Review

If you've ever told yourself, “I'll sort my pricing out when I'm more established”, you're not alone. But here’s the tricky bit: if your pricing doesn’t make sense now, then it probably won’t make sense when you’re selling more, either.

And the more orders you take at too-low prices, the harder it can be to change things later.

Fixing your pricing early doesn’t mean you have to hike it up dramatically; it just means making sure it’s sustainable. That every sale is worth your time, that your profit isn’t disappearing once materials, time and postage are paid for.

Small changes now can make a huge difference. Even reviewing one product range at a time can help you build better margins and feel more confident.

Ready to Feel More Confident About Your Wholesale Prices?

You deserve to be paid fairly for the work you do. And your pricing deserves your time and attention, not just so you can grow, but so you can enjoy running your business without constantly wondering if it’s “worth it.”

If you're nodding along to any of this, Start to Wholesale can help. Inside the course, we look at pricing properly, so it finally makes sense and supports the business you’re building.

You don’t have to figure it all out on your own. And you definitely don’t have to keep guessing.

Want to feel clearer and more confident about your pricing? Learn more about it here and get yourself signed up!