Pricing Your Photography for Beginners
One of the biggest questions I hear from new photographers is: “How do I pick my prices?”
It’s a fair question, and honestly, one I wrestled with myself when I first started. Pricing can feel like a guessing game, especially when you’re balancing confidence, experience, and the very real costs of running a photography business.
The truth is: you don’t need to price yourself like a seasoned pro right out of the gate. But you do deserve to get paid fairly for your time, skills, and expenses.
Step 1: Add Up Your Expenses
Start with your cost of doing business. That means everything it takes to keep your business running—big and small:
Photography-specific expenses: camera bodies, lenses, memory cards, batteries, editing software, client gallery delivery, contracts, insurance, backup drives, etc.
General business expenses: laptop, internet, phone, website, marketing, subscriptions, bookkeeping tools.
Personal expenses (if you’re full-time): rent, groceries, health insurance. Because if your business is your main income, those costs have to be covered too.
👉 If you’re still side-hustling, you can leave personal expenses out for now. But if you plan to go full-time, start factoring them in sooner rather than later.
Step 2: Consider Your Capacity
How many jobs can you realistically take on in a year?
Be honest about your bandwidth, especially in busy seasons. For example, most photographers book more in summer and fall, and fewer in winter if they don’t have a studio.
Divide your total yearly expenses by the number of sessions you think you can take. That number? It’s your minimum per job just to break even.
Now… double this amount. That gives you room to actually pay yourself and reinvest in your business. Whether that’s saving for new lenses, upgrading your office space, investing in education, or anything else that improves your business.
👉 During your first year or so, it’s totally fine to offer a hefty discount while you’re portfolio-building. You could even do 50% off if you wanted (keep in mind, that means you’re just breaking even). Just make sure clients know why they’re receiving a discount, because you’re building your portfolio. That way, they understand the full value of your work, and you’re not undercutting the photography industry.
Step 3: Get Experience the Right Way
If you’re just starting out, I recommend beginning with sessions. They’re manageable, less risky, and you’ll quickly get practice with posing, lighting, and client interaction.
Curious about weddings? Reach out to photographers you admire and offer to second shoot. It’s the best way to learn without the full pressure of being the lead. Once you’re ready to take on weddings yourself, redo your math with the added expenses (extra batteries, assistants, backup gear, liability insurance, etc.).
Step 4: Always Take a Retainer
Whether it’s a session or a wedding, you should be taking a non-refundable retainer.
Why? Because your time is valuable. When a client cancels, you lose two opportunities: the money from their session and the potential income from someone else who would have booked that date.
A retainer protects both you and the client:
It shows you are committed.
It helps them take the session seriously.
HOW TO STRUCTURE YOUR RETAINER
There are two common ways photographers structure retainers and both approaches can work—it really depends on how you run your business and what kind of client experience you want to create.
Percentage-Based Retainers
This is the most common approach. A set percentage, typical 25%-50%, of the total is due upfront, with the remaining balance paid later.
Why it works:
Scales naturally with your pricing
Keeps things consistent across different packages
Easy for clients to understand
This is the approach I personally use now. It keeps things simple and predictable on both sides.
2. Flat-Rate Retainers
A flat-rate retainer is a set dollar amount required to secure the date, regardless of the total package price.
Why it can work well:
Simpler upfront for clients
Lower initial investment can make booking feel more accessible
Gives clients flexibility to finalize details later
This approach can be especially helpful if your packages allow for customization or if clients are still deciding on coverage when they book.
So Which Should You Choose?
There’s no one-size-fits-all answer.
What matters most is choosing a structure that:
protects your time
supports your pricing
creates a clear and confident booking experience
For me, a percentage-based retainer keeps things streamlined and aligned with my current offerings. But a flat-rate retainer can be a great option depending on how your business is structured.
Photographer pricing worksheet
Knowing your numbers is the first step toward confident pricing.
That’s why I created a free Photographer Pricing Worksheet—to help you calculate expenses, set fair rates, and start building a sustainable business.