Single Session Pricing and Why Families Love It

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How much should you charge for one session of your class? How can you offer the flexibility of single sessions and encourage longer term bookings too? Our guide to single session pricing.

What is single session pricing?

Single session pricing is a straightforward way to charge for your activities. With no recurring cost, parents value the ease and simplicity of a single, one-off payment with no ongoing commitment to attend.

ZipZap  provide weekly drama, music and sensory classes in North London for children under 5, and make use of the flexibility of single session prices for over twenty weekly classes.

ZipZap provide weekly drama, music and sensory classes in North London for children under 5, and make use of the flexibility of single session prices for over twenty weekly classes.

Why do parents like it?

Offering the flexibility to pick and choose when they attend your activity across the course of a term, parents enjoy the freedom to come along on the weeks that suit their schedule.

Who uses single session pricing?

Single session pricing is most commonly used by organisers that run weekly activities. It’s best suited to activities that don’t require any previous know-how from the child, allowing them to drop in at the middle of a term or miss a session and still be able to participate fully in the class.

Looking at activities charging for single session prices reveals that this pricing model is most common with activities aimed at children aged 0-3yrs old, reflecting the flexibility that’s important to parents with younger age kids.

 

How much should you charge for a single session?

What kind of activity do you run?

Activities are more expensive (per single session) for kids’ sports, martial arts, parent and baby fitness and learning, which covers cooking, coding and similar activities. These kinds of activities typically have a higher cost for materials or equipment per child. While it’s good to take into account the relative prices of different categories, you should remember to take into account your costs - if you provide expensive materials, this should be reflected in your price.

However, the kind of activity you run is not the only thing you should look at when deciding what to charge.

Average Single Session Price by Activity Category

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How much should you charge for children of different ages?

The price of activities trends upward with the age of the children participating, with activities for the under 4s at almost half the price of those for children over 5. This probably reflects how the activities become more complex, requiring (as above!) more expensive equipment and materials, and more specialised teaching.

Average Single Session Price by Age Group

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Does where you live make a difference?

Short answer: yes! We found that activity prices are more in bigger cities, less in smaller cities and less than that in non-urban areas. We also found that cities with a high cost of living more generally, like London, Brighton and Edinburgh have correspondingly higher prices for children’s activities, while cities where the cost of living is lower, like Sheffield and Leeds, have lower cost kids’ activities.

You should always take into account the market rate, and what your competitors are charging, when thinking about the prices of your activities.

Average Single Session Price by City

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Some things to consider:

 

1

Sibling pricing

Sibling pricing is a popular option for activity organisers using single session pricing. This means offering a small discount for families with more than one child attending the same class.

 
 

2

Encouraging longer term bookings

When single session pricing is available, it’s likely families will go for this option - especially if there’s no financial incentive to book a full term. To secure the revenue early in the term, and get families to commit to a bigger booking, some organisers choose to offer a full term at slightly discounted rate. For example, a ten session term may cost £10 per single session (£100 if a family booked all sessions individually), but the full term booking may be £90, so families going for this option would get the equivalent of one free class.

 

Single session pricing: pros & cons

 

Pros

  • Simple, easy-to-understand prices l for parents

  • Offers the flexibility for parents to drop into different classes across a term.

  • Does not require any recurring commitment for parents (removing any reservations they may have committing to a full term.)

  • Possible to charge more for a class on an individual basis than for a term long booking where a discount is typically expected

 

Cons

  • No commitment means they may not return, potentially limiting the term-time value of a customer.

  • Difficult to predict the number of attendees as parents can book at the last minute.

  • Limits the type of activity you can run as children may not attend every week so you can’t build on knowledge or skills from previous sessions.

 

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