Here's a question that came up this week: Should we raise our prices at the start of 2024?
First: "Should." It's such a hard word. There's no right answer, so no, I don't think everyone should universally raise their prices each year.
Second: Things are (a lot) more expensive than they were. It costs more to run your practice because the prices of things have gone up.
Practice Better raised their prices this year. Rent, food, gas: all more expensive. The world is burning, so you may not have as much capacity as you did before, and yet you still need to make a living.
It is okay to raise your prices to accommodate these things.
If your prices are the same as they were 2 or 3 or 5 years ago, you are making substantially less money for the same work, practically-speaking.
Third: If you don't feel like raising your prices - for whatever reason - you don't have to. If you do something without liking your reasons, it doesn't tend to end well. Do what feels right. You can always raise prices in March or June if you decide that now's not the time