I think you either have to decide to raise prices yearly from the start or as you take on new clients. I'm kind of stuck wondering what to do as well...A lot of people keep the same pricing for the families they've been with, and raise only for new clients. I think it also depends on where you stand in your pricing overall. Our pricing is a bit higher than what you can find out there so I don't want parents to feel that I am gouging them for every last cent so I think I am going to keep it the same this year for my old clients. Maybe think about raising it next year? Not 100% sure yet cause I am having to raise my assistants wages as well so why should that only come out of my pocket? Either way, I agree with Shopgirl, it sounds like you deserve it so why not raise it to $40 for the next ones. I think you'll be surprised. There are always people who are willing to pay more for better care.