If you’ve been undercharging for a while, you already know that nagging feeling every time you send an invoice. You’re exhausted after a wedding weekend, you’ve spent 20+ hours editing, and when you actually do the math on your hourly rate, it’s embarrassing. Raising your photography prices is something every photographer needs to do at some point, but it’s also one of the scariest things about running a creative business.
The good news is that raising your prices doesn’t have to mean losing clients. In fact, done right, it can actually attract better clients, reduce your workload, and make your business more sustainable in the long run. I’ve been through this process myself, and I want to share exactly how to approach it so you can raise your rates with confidence.
In this guide you’ll learn how to know when you’re ready to raise prices, how to calculate what you should actually charge, how to communicate the change without awkward conversations, and how to handle the clients who push back. Let’s get into it.
Signs that you’re definitely ready to raise your photography prices
Before we talk about how to raise your photography prices, let’s make sure you actually should. Here are the clearest signs that it’s time to charge more for your work.
You’re booking too easily
If potential clients almost never question your prices and you’re booking up months in advance without much effort, that’s a strong market signal. Supply and demand applies to photography just like anything else. When demand outpaces what you can handle, your price is too low.
Your schedule is full but your bank account isn’t
Being constantly busy while still struggling financially is the classic sign of underpricing. You’re trading your time for less than it’s worth, and no amount of hustle will fix that without a price adjustment.
You haven’t raised photography prices in over a year
Costs go up every year. Software subscriptions, gear, insurance, fuel, and your own living expenses all increase with inflation. If your prices have stayed flat while your costs have risen, you’re effectively earning less than you were before even if the numbers look the same.
Clients are treating you like a commodity
When people haggle constantly, compare you to cheaper photographers, or treat sessions like a transaction rather than an investment, it often means your pricing doesn’t signal enough value. Higher prices attract clients who respect professional photography and understand what goes into it.
You resent your clients
This one’s hard to admit, but if you notice yourself feeling frustrated or undervalued while working with clients, resentment is often rooted in feeling underpaid. That’s not fair to you or to them, and the fix is to charge what you’re actually worth.
If you’re nodding along to more than one of these, it’s time. But let’s make sure you know what number to move to.
How to calculate what your new photography prices should actually be
One of the biggest mistakes photographers make when raising prices is picking a number that feels a bit scary and going with that. You need to actually calculate what you should charge based on your real costs and income goals. Here’s how to approach it.
Step 1: Calculate your cost of doing business
Start with your cost of doing business (CODB). This is the total amount you spend running your photography business in a year, including gear, software, insurance, marketing, education, accounting, travel, and any other business expenses. Don’t forget to include a portion of your personal costs that the business needs to cover, like your rent, food, and health insurance if you’re self-employed.
Step 2: Find your break-even point per session
Then figure out how many paid sessions you realistically shoot per year. Divide your annual costs by that number to find your break-even point per session. This is the minimum you need to charge before you’ve made a single dollar of profit.
Step 3: Add your desired salary
From there, add your desired salary. How much do you actually want to take home from your photography business each year? Divide that by your number of sessions and add it to your break-even number. That total is your floor, not your ceiling.
Once you know your floor, look at what you’re currently charging and where the local market sits. If you’ve been significantly undercharging relative to both your costs and market rates, you might need multiple price increases over time rather than one huge jump. If your floor is close to your current pricing, a 10-20% increase might be all you need to get back on track.
For more detail on calculating your rates from scratch, check out the photography pricing guide on JestFocus which walks through the full cost calculation process with examples.
The best time to raise your photography prices
Timing your price increase strategically can make a huge difference in how smoothly the transition goes. There are a few moments in your business calendar that work better than others.
At the start of a new booking season
For wedding photographers, this is typically late autumn when couples are newly engaged and starting to research photographers for the following year. Raising your prices at the start of the inquiry surge means new clients only ever see your new rates, and they never have a reference point to compare against.
After a significant career milestone
Did you just get published in a regional magazine? Land a venue partnership? Photograph a high-profile event? These moments give you a natural reason to reposition your brand and pricing. “Following my feature in [publication], I’ve updated my packages to reflect my current work” is a legitimate and professional way to frame the change.
When you invest in new skills or equipment
Taking a major workshop, upgrading to a new camera system, or adding new services to your packages creates a natural justification for higher prices. You’re delivering more value, so charging more makes sense.
Annually, whether you feel ready or not
Building a regular annual price review into your business calendar removes the emotional weight of deciding whether the time is right. You review every year, you adjust for inflation and business growth every year, and clients come to expect gradual increases rather than being shocked by a sudden jump after years of flat pricing.
What you want to avoid is raising prices mid-season when you have a full calendar of already-booked clients at old rates. Those clients deserve the price they agreed to, and raising prices mid-year only creates confusion and damages trust.
How to communicate a photography price increase to your audience
The way you announce higher prices matters almost as much as the prices themselves. Here’s how to handle the communication in a way that feels professional and maintains client confidence.
Just update your pricing page quietly
For most photographers, the simplest approach is the best one. Update your website, update your marketing materials, and start quoting new prices to new inquiries. You don’t owe a public announcement to the internet about your business decisions. New clients simply see your new rates and either book or don’t.
Send a “book before prices change” email to warm leads
If you have people who’ve inquired but haven’t booked yet, this is actually a great opportunity. A simple, friendly email letting them know your pricing is changing at the end of the month and inviting them to lock in the current rate creates urgency and can convert fence-sitters into clients. This isn’t manipulative, it’s genuinely helpful for people who were already considering booking.
Tell your existing clients early and personally
Repeat clients who come back for annual sessions or refer friends deserve a personal heads-up before they hear about your new rates through your website. A brief, warm email or even a text message saying you wanted to let them know personally about upcoming pricing changes goes a long way toward maintaining those relationships.
Don’t over-explain or apologize
This is the part most photographers get wrong. When you announce a price increase with a lengthy explanation of why you need to charge more, it actually invites clients to evaluate whether your reasons are good enough. Just state the change confidently and move forward. You don’t apologize when a restaurant raises its menu prices. Neither should you.
A simple template for existing clients might look like this: “Hi [Name], just wanted to give you a personal heads-up that my pricing for 2026 is updating to reflect my current work and experience. [New Package] will be [new price] starting [date]. If you’re thinking about booking before then, I’d love to lock you in at current rates. Let me know if you have any questions!”
Brief, warm, and no apology needed.
How to raise prices without losing the clients you want to keep
Here’s the thing nobody tells you about raising photography prices: you will lose some clients. And that’s okay. The clients who leave when you raise your prices were never your ideal clients in the first place. They were choosing you based on affordability, not on the specific value you provide.
The clients you actually want to keep are those who choose you for your style, your personality, your professionalism, and the experience of working with you. For those clients, a reasonable price increase isn’t a dealbreaker.
To retain the clients who matter, focus on demonstrating value before, during, and after every session. This means having a streamlined, professional booking process, communicating clearly and promptly, delivering a gallery experience that feels special, and going small extra miles like a handwritten thank-you card or a blog feature of their session.
A well-managed client experience is the foundation for retaining clients through price increases. If you’re not already using a CRM to manage your client communications and workflows, that’s worth looking at. A platform like HoneyBook or Dubsado can transform how professional and responsive you appear, which makes your higher prices feel justified. I’ve written an article that will serve you as a guide to choose the best CRM for you and that breaks down the best options for photographers at every stage.
You can also soften the transition by grandfathering loyal clients for one final year at your old rate. This is a generous gesture that rewards loyalty and gives them time to adjust expectations. Just be clear that this is a one-time accommodation and that future bookings will be at the new rate.
How to handle price objections without caving
When you raise your prices, some potential clients will push back. Learning how to handle these conversations confidently is one of the most valuable business skills you can develop.
When they say “that’s more than I expected”
The most common objection is simple: “That’s more than I was expecting to spend.” Your response should acknowledge their concern without apologizing for your pricing. Something like: “I completely understand – photography is a real investment. What I offer is [brief description of your package and what makes it valuable]. Would it help to talk through what would work best for your specific needs?”
Notice you’re redirecting to value and fit, not dropping your price.
When they say “I found someone cheaper”
Some clients will tell you they found someone cheaper. The correct response is: “That makes sense – there are photographers at all price points. What matters most is that you find someone whose work resonates with you and who you feel comfortable with on the day. Would you like me to share some of my recent wedding galleries so you can see if my style feels like the right fit?”
You’re not competing on price. You’re competing on fit, style, and experience. If they choose the cheaper photographer, they were never your client to begin with.
When a great client genuinely can’t afford your new rate
The one objection to be careful about is when a wonderful client you genuinely love working with says they simply can’t afford the new rate. In those cases, you have options. You can offer a payment plan, suggest a smaller package that fits their budget, or accommodate them at your old rate one final time as a relationship investment. Just be intentional about it rather than caving out of discomfort.
Never discount your work in real time during an inquiry call. If you want to offer a reduced rate for any reason, think it through first, decide from a position of business strategy rather than nerves, and present it as a considered offer rather than a hasty concession.
Building a photography price increase into your packages, not just your rates
Sometimes the most effective way to raise your photography prices isn’t just changing the numbers – it’s restructuring your packages so the value is more obvious. This approach works especially well if your current packages feel a bit arbitrary or hard for clients to compare.
Simplify your tier structure
Consider moving from three tiers (basic, mid, premium) to two well-defined packages plus optional add-ons. The best package anchors the comparison and makes the other feel accessible by contrast. When clients are deciding between your packages rather than deciding between you and a competitor, price sensitivity decreases.
Add perceived value without adding cost
Build in things that add perceived value without costing you much time or money. A printed engagement photo, a custom USB drive, an online gallery with extended hosting, a complimentary second location for an engagement session, or a referral bonus for clients who send you new bookings all make your packages feel richer without dramatically increasing your costs.
Adding mini sessions to your offering can also be a smart way to create an entry point for price-sensitive clients without discounting your main packages. Mini sessions let people experience your work at a lower investment and convert them into full-session clients later. Just make sure your mini session pricing is profitable on its own terms.
Rewrite your packages around experience, not deliverables
Also think about what your packages communicate about the experience of working with you. If your current package descriptions are just a list of deliverables (“8 hours, 600 images, online gallery”), you’re positioning yourself as a commodity. Rewrite them to describe the experience and outcome: “A full day of relaxed, documentary-style coverage from getting ready through your first dance, delivered in a beautiful online gallery within four weeks.” Same deliverables, completely different positioning.
Using your workflow to justify raising photography prices
One underutilized way to support a price increase is to visibly improve your workflow and client experience at the same time. When clients can see that you’re operating at a higher professional level, the price increase feels natural rather than arbitrary.
Upgrade your client-facing touchpoints
This means faster inquiry response times, cleaner contracts, more professional onboarding, and faster gallery delivery. If you’re still sending clients handmade PDFs and chasing down signatures manually, that’s a sign your operations don’t yet match the prices you want to charge.
Automate to look and feel premium
Automating your workflow with tools like a CRM, automated questionnaires, and AI editing software can help you deliver a more consistent, professional experience. When a client receives a beautifully formatted proposal within an hour of their inquiry, signs a digital contract seamlessly, gets automated reminders about their session, and receives their gallery faster than they expected, they feel like they hired someone premium. And premium photographers charge premium prices.
The workflow automation guide on JestFocus covers the specific tools and processes that make the biggest difference in client experience. Pairing better operations with higher prices is the combination that makes the increase stick.
What to do with the revenue from your price increase
When your prices go up and clients keep booking, you’ll have more revenue coming in. Being intentional about where that money goes can accelerate your business growth rather than just disappearing into day-to-day expenses.
Reinvest in your marketing and visibility
Reinvest a portion into your marketing and visibility. This might mean hiring a brand photographer for professional headshots and behind-the-scenes content, running targeted social ads during peak booking season, or investing in a website refresh that better represents your elevated positioning. Higher prices require stronger first impressions to justify them immediately.
Invest in your education and skills
A workshop, mentorship program, or online course that pushes your photography or business knowledge forward justifies continued price growth in the future. Clients pay for expertise, and expertise requires investment.
Maintain your gear and equipment
Set aside money specifically for equipment maintenance and eventual upgrades. Higher-paying clients rightly expect professional-grade results, and keeping your gear in excellent condition protects your ability to deliver them.
Pay yourself properly
And please, pay yourself properly. One of the main reasons photographers raise prices is to build a sustainable livelihood. If increased revenue is just disappearing back into business costs without improving your personal financial situation, something is off in the calculation. Make sure your new pricing actually reflects the salary you deserve.
Frequently asked questions
How much should I raise my photography prices at once?
A 10-20% increase is generally comfortable for most clients to absorb and doesn’t require extensive justification. If you’ve been significantly underpricing for years, you may need to raise prices in stages, perhaps 15-20% now and another 15-20% in 12-18 months, rather than a sudden 40% jump that shocks your existing audience. Gradual, consistent increases are easier to accept than dramatic one-time jumps.
Should I grandfather existing clients at old rates?
This is entirely your call and depends on how much you value those specific relationships. Grandfathering loyal clients for one final booking at old rates is a generous gesture that rewards loyalty. However, you’re not obligated to do this, especially for clients you’ve worked with once rather than repeat clients. Be careful about grandfathering indefinitely, as that creates a two-tier system that becomes complicated to manage over time.
What if I raise prices and nobody books?
Give it a full booking season before drawing conclusions. Inquiry volume naturally fluctuates, and a slow month isn’t necessarily a sign your prices are too high. If after a full season you’re seeing significantly fewer inquiries and conversions, look at whether your marketing and portfolio are matching your new price point rather than immediately lowering prices. Sometimes the issue is that your website or social presence still looks entry-level even though your prices have moved to a higher tier.
Do I need to explain why I’m raising my photography prices?
No. You can simply update your pricing and start quoting new rates. If clients ask why prices have changed, a brief, confident answer is fine: “My pricing reflects my current experience and the full investment of time and expertise that goes into each wedding.” You don’t need to justify business decisions to clients in detail, and over-explaining can actually undermine confidence in your new pricing.
How do I raise prices if I’m worried about not being booked for the year?
If you have an open calendar and are worried about cash flow, raise prices for future dates but honor your current rates for the next 60-90 days to fill gaps quickly. Another option is to create a “book by” promotion that gives people a genuine reason to act now. Just make sure any promotional pricing still covers your costs and treats your time with respect.
Can raising my prices actually attract more clients?
Yes, and this surprises a lot of photographers. Price signals quality and expertise. Many clients actively distrust photographers who seem too cheap, assuming it means something is wrong with their work or professionalism. Moving your prices into a higher tier can attract clients who are specifically looking for premium photography and have already decided they want to invest properly. You may book fewer total sessions but earn more per session with clients who respect your work.
Your next steps
Raising your photography prices is one of the most impactful business decisions you can make. It’s also one of the most uncomfortable, because it requires you to believe that your work and your time are genuinely worth more. The good news is that belief usually catches up pretty quickly once you start charging more and realizing that clients are still saying yes.
Start with your numbers. Calculate your actual cost of doing business and what you need to earn to make photography feel sustainable and rewarding. Compare that to your current rates. If there’s a gap, you have your answer.
Then pick your date. Announce it or don’t. Update your website. Start quoting the new rate with confidence. And if someone pushes back, hold firm, redirect to value, and trust that the right clients will book.
You’ve put enormous time, skill, and investment into building your photography business. Make sure your pricing reflects that.
For more on building the business side of your photography, explore the photography business resources on JestFocus and the photography workflow automation guide to make sure your operations match your elevated pricing.
