Taking deposits without chasing

Why take one

An empty slot costs you the income and the preparation. A deposit turns a vague intention into a commitment, and it saves you the awkward conversation afterwards. It also filters out the casual booking from the real one.

How much

We could not find a trustworthy, citable figure for typical deposits by craft, so we will not invent one. Use a method instead:

1. Work out what a missed appointment really costs you: lost income, products you prepared, and time you could not re-sell.
2. Set the deposit at a sensible fraction of that cost, not at the full price.
3. Offer a higher deposit only for long or expensive appointments, such as a full day, a tattoo session or a big colour.
4. Review it after three months. If no-shows have dropped and clients have not complained, you are about right.

Government guidance for businesses on unfair terms says you may keep a deposit if it is no more than a small percentage of the price, and that a cancellation charge should reflect a genuine estimate of what you will lose directly. The older Competition and Markets Authority cancellation guide on GOV.UK (published 2 March 2016) says the same: non-refundable deposits should only be a small percentage of the total price, and cancellation charges must be a genuine estimate of the business's direct loss. That is general guidance, not legal advice, but it is a good test for your own figure.

When to take it

At the moment of booking, through the booking page, so there is no chasing. A deposit asked for afterwards by message is a deposit you will chase. Take the balance at the appointment.

How to word it

Say what it is for, what it covers and what happens if plans change. Keep it kind:

"To keep your slot, I take a £[amount] deposit when you book. It comes off your total on the day. If you need to change your appointment, just let me know at least [48 hours] ahead and your deposit moves with you."

Avoid the word "penalty". Say what you will do, not what you will punish.

Late cancellations and no-shows

Decide your rule once and write it down in one place: your booking page and confirmation message. A simple pattern that clients find fair:

• Plenty of notice: deposit moves to a new date, or is refunded.
• Short notice: deposit moves once, at your discretion.
• No-show: the deposit is kept.

Allow for real life. Illness, a child off school and a bereavement happen. A quick, warm reply to a genuine emergency costs you very little and earns years of loyalty. Government guidance says businesses must take reasonable steps to reduce their losses, for example by re-selling the goods or services. A practical approach is to offer a freed-up slot to someone else.

Refunds and consumer rights, in general terms

If you cancel, a practical approach is to refund in full or offer a new date. If the client cancels, a practical approach is to make your terms clear and show them before the client pays. The CMA guide says a cancellation charge is not fair just because it is in the contract; it needs to be reasonable. Rules differ between services and situations. Your insurer or professional body can tell you what applies. This is general guidance, not legal advice.

Do this next

1. Work out what a missed appointment really costs you.
2. Choose a deposit and a notice period, and write them in two sentences.
3. Put those two sentences on your booking page and confirmation messages.
4. Decide in advance how you will treat a genuine emergency.
5. Review your no-show numbers in three months.

If you would like deposits, reminders and your policy to run on their own for your craft, see our page for your craft.

Sources

• Gov.uk, Unfair terms explained for businesses (last updated 22 July 2026) (read 22 Oct 2026)
• Competition and Markets Authority, Cancelling goods or services (published 2 March 2016) (read 22 Oct 2026)

Last checked 22 October 2026. General guidance, not legal or tax advice.

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