Why is Professional Photography So Expensive?
When I set the lofty goal of owning my own photography business 5 years ago, I really didn’t realize how much work would be involved. In my mind’s eye, I would just be taking pretty pictures all day, everyone would love me, the money would take care of itself, and everyone would live happily ever after. Boy, was I wrong. Owning my own photography business has turned out to be one of the most difficult endeavors of my life. Competition is fierce, and money doesn’t grow on trees.
Still, even though I have learned that owning a photography business is no picnic, most people have no clue. Countless times, people have scoffed at my prices and said things like, “Wow! $400+ just to snap a picture? I chose the wrong career!” And if you ask any photographer, I guarantee you they will have had similar comments aimed at them.
The thing is- they’re right- paying someone that kind of money just to snap a picture seems ridiculous- but that’s not what photographers do. There is so much more to it than that. Operating a professional photography business requires a large investment of time, skill, and money.
Pricing to be Profitable
Bottom line: Professional Photographers are operating a business and have to price themselves to be profitable.
When operating a business, there are bottom lines that have to be met. Business have to be able to cover operating expenses, cover equipment replacements, pay taxes, pay for liability insurance, pay for health insurance, save for retirement, and bring home a fair wage after all expenses are covered. When you’re self employed, you no longer get the perks of having a corporate job, like lower group insurance premiums, employer sponsored 401k retirement plans, or paid vacation time- you have to price yourself to be able to handle those things on your own.
When all of the numbers are calculated, in order to make a modest salary of $3oK per year, most portrait photographers need to charge a MINIMUM of $500 per client IF they are able to book a minimum of 3 clients consistently each week. If they can’t book consistently, the minimum price per client increases. (Wedding prices are totally different- most wedding photographers need to charge a minimum of $3500 per wedding to remain profitable).
So, why do some photographers charge cheaper prices?
Well, sadly, they probably haven’t learned the importance of being profitable yet, or they are not a legal business. I can remember thinking $100 photoshoots were profitable when I first got started, not realizing that I was basically paying people to take their photos for them. At the end of the day, cheap photographers aren’t making a living, and many of them are actually LOSING money. The market has also become highly saturated with photographers as photography equipment has become more affordable, and as competition has increased, many photographers are desperate for work, and thus are more apt to undercharge in hopes of getting more bookings. Unfortunately, that strategy is rarely successful, as a competing on price is often a race to the bottom.
So, how much should you expect to pay for professional photography services?
If you care about supporting local, tax paying businesses, you should expect to pay rates that are profitable for the photographer. $50 photoshoots may sound tempting, but remember- that photographer is actually losing money when they ask prices that low, and in all likelihood, that business is not paying taxes or investing anything back into the community because they’re not even making enough to break even.
If you believe that every worker is worthy of a fair wage, seeking out the cheapest, cash-under-the-table photographer is not aligned with that belief.
If you value photographs of the most important moments of your life, that you will only get to live once, and wish to treasure those beautiful moments in time with beautiful photographs, you should expect to pay no less than $500 for a session with digital images, and anywhere from $1000 and up for prints, albums, and wall art ordered from the photographer after the session. For weddings, expect to pay no less than $1000 for 2-4 hours of coverage and no less than $3500 for any longer than that.
I understand that the knee jerk reaction may be to say that these prices are too expensive, but when you consider that they are as much as or less than a new iPhone, it puts it into perspective. Photographs are something that we will treasure for the rest of our lives. They are beautiful glimpses into the most beautiful moments of our lives. Aren’t they worth more than an iPhone that we will toss in a recycle bin in a couple of years?
Hi, I’m Cheyenne.
I’m a homeschooling mom, gardening enthusiast, animal lover, and portrait photography located in the small town of Belen, New Mexico. I proudly serve the families of the greater Albuquerque Metro area and create beautiful, unique, and timeless portraits for families, children, and pets.
If you and your family love having fun and showing up as your uniquely awesome selves, then I think we are going to get along great. I can help you create memorable portraits that stand out from the rest, and that you will treasure as the days turn to years and the years turn to decades.
