No-shows: What you can do

Why are no-shows a problem?

It costs you money

Every hour you have reserved but not filled is effectively lost income. You could have had another paying customer in the chair, but the time is wasted.

It disrupts your scheduling

Your calendar is probably carefully arranged so you can make the most of each workday. When a customer doesn’t show up, your schedule gets a bit broken, and you suddenly have a “gap” where you earn nothing.

It can create uncertainty

Think about how much energy you spend worrying whether certain customers will no-show again. This can affect your overall service level and job satisfaction.

Your time is worth money

Your time is the most valuable asset you have in your business. If you don’t value it, some customers won’t either. This isn’t about being harsh or inflexible – it’s about ensuring you can continue to provide the best service to all your customers.

Calculate your hourly rate

How much do you need to earn per hour to cover wages, rent, products, etc.? This can help you decide how high your cancellation fee or “no-show fee” should be.

Get customers to respect your time

By clearly communicating your terms (e.g., on your website, booking portal, or in the salon), you show that your time is valuable and not “free.”

The law on no-show fees – remember to inform about it

According to Danish law, you are allowed to charge a fee from customers who don’t show up. However, it is crucial that the customer is clearly informed in advance about the conditions for no-shows and the fee amount. Without prior information, you cannot enforce the fee if the customer complains.

Good places to inform:

1. On your website (under “Terms” or “Conditions”).
2. In your online booking (set up a pop-up or acceptance field when customers book an appointment).
3. Via SMS or email if you send a reminder about the appointment time.

The clearer it is, the fewer misunderstandings occur. Customers are also often more motivated to show up or cancel in good time if they are aware of a potential fee.

What do you do specifically when a customer doesn’t show up?

1. Contact the customer
   Send a friendly message or email informing them that they missed their appointment and that you unfortunately must charge a no-show fee (if you informed them about it beforehand). Be professional and not accusatory.

2. Invoice the fee
   If the customer has, for example, paid a deposit or provided card details in an online booking, you can more easily charge the fee. Otherwise, you can send an invoice or MobilePay request. Remember to attach a reason (e.g., “Confirmed appointment, no-show without cancellation”).

3. Clarify future cooperation
   If the same customer no-shows repeatedly (e.g., 3 times), you can seriously consider whether you want to continue having them as a customer. People can of course change, but experience shows that this rarely happens. It is a completely natural business decision.

When you feel “too strict”

Many hairdressers and therapists find it difficult to charge money for a “service not rendered.” But remember, you actually have provided something: You reserved your time, you had expenses (rent, heating, staff, etc.), and you could have had another customer instead. Having a no-show fee is not about being strict or inflexible – it’s about protecting your business and respecting your own time.

Positive and motivating perspectives

1. Think of yourself as a business
   Your time is your source of income, and you should protect it just as you protect the quality of your treatments.

2. Better service for everyone
   When customers cancel in good time, you can often get a new customer instead. This means less wasted time and better service for all parties.

3. Build trust and loyalty
   Customers who actually show up and appreciate your time will also experience that you maintain a professional standard. This strengthens the relationship and loyalty in the long run.

Concrete tips

• Set clear boundaries: Create a short text you can give customers: “For cancellations less than 24 hours before the treatment or no-shows, a fee of XX DKK will be charged.”
• Send reminders: Many use SMS or email reminders 24-48 hours before an appointment. This significantly reduces no-shows.
• Collect deposits: For larger treatments (e.g., a major color treatment or tattoo), a deposit can be an effective way to ensure the customer shows up.
• Say a polite goodbye: If a customer has no-showed 3 times, it is perfectly fine to decline further bookings from them. Kindly explain that you unfortunately can no longer offer them appointments as they have repeatedly wasted time slots that other customers could have benefited from.

In short

It’s not about punishing customers, but about being clear and straightforward that your time has value. By clearly communicating your cancellation policy and any fees, you give the customer full transparency – and at the same time protect your business from unnecessary losses. Letting a recurring “no-show” customer go can ultimately free up your time for a new, stable customer who books regularly and actually shows up as agreed. It also affects your mood when customers don’t show up – that’s really frustrating! It’s an investment in both your own and your other customers’ satisfaction. Your other customers can sense your mood if you come in after a "no-show" customer. In the end, you should be able to enjoy doing what you do best – without being stressed by no-shows, wasted time, and lost income.