Photography Pricing Guide: How Much to Charge in 2026
Comprehensive pricing frameworks, CODB calculator, and real-world pricing data across all photography types
Setting the right prices is one of the most challenging aspects of running a successful photography business. This guide provides data-driven pricing frameworks, an interactive CODB calculator, and proven strategies to help you charge what you're worth while staying competitive.
Calculate Your Ideal Photography Pricing
Use our interactive calculator to determine your recommended pricing based on your CODB, experience level, and geographic market
Photography Pricing Calculator
Your Recommended Pricing
Market Position:
Part 1: Understanding Your Cost of Doing Business (CODB)
Your Cost of Doing Business (CODB) is the minimum you must charge to cover expenses, pay yourself, and handle taxes.
The CODB Formula
CODB Per Job = (Annual Business Expenses + Desired Annual Salary + Tax Allocation) ÷ Billable Jobs Per Year
Annual Business Expenses Include:
- Equipment: Camera bodies, lenses, lighting (amortized over 3-5 years)
- Insurance: Liability ($500-1,500/year), equipment ($200-800/year)
- Software: Adobe Creative Cloud ($600/year), MiniShoots ($0-500/year)
- Marketing: Website, ads, materials ($1,000-5,000/year)
- Education: Workshops, courses ($500-3,000/year)
- Travel: Mileage, gas, maintenance ($1,500-4,000/year)
- Professional Services: Accountant, lawyer ($500-3,000/year)
CODB Calculation Example
Annual Expenses: Equipment $2,000 + Insurance $800 + Software $800 + Marketing $2,500 + Education $1,200 + Travel $2,000 + Professional Services $1,000 = $10,300
Desired Salary: $45,000
Tax Allocation (30%): $13,500
Total Annual Needs: $68,800
Projected Jobs Per Year: 30
CODB Per Job: $68,800 ÷ 30 = $2,293
Minimum Price (CODB + 20%): $2,752
Target Price (CODB + 40%): $3,210
Track Your Revenue & Costs Automatically
MiniShoots's built-in analytics help you monitor profitability and make data-driven pricing decisions
Try MiniShoots Free →Part 2: Pricing by Photography Type
Different photography specialties command different price ranges. Here are 2026 market rates.
Wedding Photography Pricing
| Experience Level | Price Range | Typical Coverage |
|---|---|---|
| Beginner (0-2 years) | $500 - $3,000 | 6-8 hours, 300+ images |
| Intermediate (2-5 years) | $2,500 - $5,000 | 8-10 hours, 500+ images, engagement session |
| Established (5-10 years) | $4,500 - $7,500 | 10-12 hours, 700+ images, album, 2 photographers |
| Premium (10+ years) | $7,000 - $15,000+ | Full day, 1000+ images, albums, engagement, rehearsal dinner |
Portrait & Family Photography Pricing
| Session Type | Beginner | Experienced | Includes |
|---|---|---|---|
| Mini Sessions | $75 - $150 | $150 - $350 | 15-20 min, 5-15 images |
| Standard Sessions | $150 - $300 | $300 - $700 | 1 hour, 15-25 images |
| Extended Sessions | $250 - $500 | $500 - $1,200 | 1-2 hours, multiple locations, 20-40 images |
💡 Mini Session Profitability
Mini sessions at $200 × 10 sessions/day = $2,000 in one day. Learn how to run profitable mini sessions with automated booking software.
Event & Commercial Photography Pricing
| Type | Hourly Rate | Full-Day Rate |
|---|---|---|
| Personal Events | $150 - $250/hr | $800 - $1,500 |
| Corporate Events | $250 - $400/hr | $1,500 - $2,500 |
| Commercial Day Rate | - | $800 - $5,000+ |
| Real Estate | $100 - $200/property | $300 - $600 (luxury) |
Commercial Licensing: Add $250-10,000+ based on usage rights (web-only vs. print vs. broadcast, duration, exclusivity).
Part 3: Geographic Pricing Differences
Location dramatically impacts pricing. Major metros command 40-60% higher prices than rural markets.
| Market Type | Price Multiplier | Wedding Range |
|---|---|---|
| Major Metro (NYC, SF, LA) | 1.4x - 1.6x | $8,000 - $15,000 |
| Large Urban Cities | 1.2x - 1.3x | $4,000 - $8,000 |
| Mid-Size Cities | 1.0x (baseline) | $2,500 - $5,000 |
| Suburban Areas | 0.85x - 0.95x | $2,000 - $4,000 |
| Rural/Small Towns | 0.65x - 0.80x | $1,500 - $3,000 |
💡 Travel Strategy
Many photographers in lower-cost areas travel to higher-paying markets. Consider marketing to nearby metros and charging travel fees to access premium pricing.
Part 4: Experience-Based Pricing Tiers
Your experience level significantly impacts pricing. Raise prices systematically as you build your portfolio.
| Tier | Experience | Hourly Rate | Wedding Range |
|---|---|---|---|
| Beginner | 0-2 years | $25 - $75/hr | $500 - $3,000 |
| Intermediate | 2-5 years | $50 - $150/hr | $2,500 - $5,000 |
| Established | 5-10 years | $150 - $300/hr | $4,500 - $7,500 |
| Premium | 10+ years | $300 - $500+/hr | $7,000 - $15,000+ |
When to Raise Prices: Consistently booked 4-6 weeks out, portfolio significantly improved, clients don't question price, or competitors charge more.
Part 5: Package Structuring Strategies
How you structure packages impacts perceived value. Use 3-tier pricing to maximize conversions.
84% of customers choose the middle package when presented with 3 options. This "Goldilocks Effect" makes 3-tier pricing optimal.
Effective 3-Tier Package Structure
Wedding Photography Package Example
ESSENTIAL - $3,500: 6 hours, 1 photographer, 300+ images, online gallery
SIGNATURE - $5,200 (MOST POPULAR): 8 hours, 2 photographers, 500+ images, engagement session, 16x20 canvas
LUXURY - $7,800: 10 hours, 2 photographers, 700+ images, engagement session, rehearsal dinner, album, parent albums, canvas
Package Psychology Principles
- Anchor with premium: Show highest price first
- Make middle package best value: Add high-perceived-value items
- Bundle digital files: Include digitals rather than prints in base packages
Implement Tiered Package Pricing Instantly
MiniShoots's customizable booking system lets you create unlimited package options with automated pricing and add-ons
Try MiniShoots Free →Part 6: Pricing Psychology
The way you present prices impacts client perception. These tactics can increase your average booking value by 20-40%.
Key Pricing Psychology Tactics
Products priced at $1,999 outsell products priced at $2,000 by 24%. Use charm pricing for packages under $5,000.
- Charm Pricing: Use $1,999, $2,499, $3,799 instead of round numbers for mid-range packages
- Anchoring: Show your most expensive package first to make others seem more reasonable
- Goldilocks Effect: Structure 3 packages so the middle one is your target sale with best perceived value
- Value-Based Language: Frame prices around value ("Investment in memories") rather than cost
Part 7: How to Raise Your Prices
Raising prices is essential for business growth. Do it strategically to retain clients.
When & How to Raise Prices
Raise prices every 6-12 months by 5-10% when you're consistently booked 4-6 weeks out or your work quality has significantly improved.
Price Increase Strategies
- Add value first: Introduce new services before raising prices
- Grandfather existing clients: Honor old rates for booked sessions
- Give 30-60 days advance notice: Announce price changes early
- Create urgency: Offer early booking discounts before increase
Email Template: "I'm updating my photography pricing on [DATE] to reflect my continued growth and investment in equipment. Current clients booking before [DATE] will be grandfathered in at 2025 rates."
Part 8: Competitor Research
Research local competitors to understand market positioning.
Research & Positioning Strategies
Research Methods: Check local photographers' websites, request pricing from 5-10 competitors, consult PPA pricing surveys, review wedding vendor sites (The Knot, WeddingWire).
Market Positioning: Premium (20-30% above average), Value (at market average), or Volume (10-20% below average for maximum bookings).
Part 9: Upselling & Add-Ons
Strategic upsells can increase average booking value by 30-50%. Offer high-value add-ons that are easy to deliver.
High-Converting Add-Ons
- Additional coverage time: +$200-400 per hour
- Second photographer: +$300-800
- Albums: +$400-1,500
- Canvas prints: +$150-400 each
- Engagement/save-the-date session: +$400-800
- Raw files: +$300-800
- Rush editing (48-hour delivery): +$200-500
- Travel beyond included radius: $0.65-1.00 per mile
💡 Automated Upsells
Use booking software with built-in add-ons to increase average order value automatically.
Part 10: Real Pricing Examples
See how photographers across different markets and experience levels price their services.
NYC Wedding Photographer (Premium, 12 years experience)
Signature Package: $8,500 - 10 hours, 2 photographers, 600+ images, engagement session, online gallery, 12x12 album
Common Add-Ons: Rehearsal dinner (+$1,200), parent albums (+$600 each), second day coverage (+$3,500)
Average Total Booking: $11,200
Midwest Portrait Photographer (Intermediate, 4 years experience)
Standard Session: $450 - 1 hour, 20 digital images, online gallery, print release
Print Package Add-Ons: 11x14 print set ($200), 8x10 collection ($150), wallets ($75)
Average Booking with Upsells: $625
California Event Photographer (Established, 8 years experience)
Corporate Event Rate: $400/hour - 4-hour minimum, professional editing, 48-hour delivery, full print release
Typical 6-Hour Event: 6 × $400 = $2,400
Common Add-Ons: Same-day delivery (+$500), second photographer (+$350/hr), video highlights (+$800)
Average Booking: $3,200
Rural Mini Session Photographer (Intermediate, 3 years experience)
Mini Session: $225 - 20 minutes, themed setup, 10 edited digital images, online gallery
One-Day Revenue: 20 sessions × $225 = $4,500
Quarterly Revenue: 4 seasonal events/year × $4,500 = $18,000 from mini sessions
Learn more about running profitable mini sessions.
Texas Commercial Photographer (Premium, 15 years experience)
Day Rate: $3,500 - Full-day product shoot, 50 retouched images. Licensing: $1,500-8,000 based on usage. Typical Project: $6,500 total ($3,500 day rate + $3,000 licensing).
Simplify Your Pricing & Booking Process
MiniShoots handles pricing, packages, add-ons, and payment collection automatically
Get Started Free →Frequently Asked Questions
How much should I charge as a beginner photographer?
Beginners (0-2 years) should charge $25-75/hour or session rates based on CODB. For weddings: $500-3,000. For portraits: $150-300. Never go below your CODB, and raise prices every 6-12 months as you improve.
What's the average hourly rate for photography?
Hourly rates vary by experience: Beginners $25-75/hour, Intermediate $50-150/hour, Established $150-300/hour, Premium $300-500+/hour. Geographic location and photography type also significantly impact rates.
How do I calculate my photography prices?
Use the CODB formula: (Annual Expenses + Desired Salary + Taxes) ÷ Jobs Per Year = Cost Per Job. Add 20-40% profit margin. Compare against market rates to ensure competitive positioning.
Should I include my prices on my website?
Yes, include starting prices or ranges. This increases transparency, pre-qualifies leads, and saves time. Example: "Wedding packages start at $3,500" attracts serious inquiries while filtering budget-mismatched clients.
How often should I raise my prices?
Raise prices every 6-12 months by 5-10% as you gain experience. Key triggers: consistently booked 4-6 weeks out, significantly improved quality, or revenue not matching effort. Always grandfather existing clients.
What's the difference between session fee and package price?
Session fees ($150-350) cover your time shooting. Package pricing bundles session fee with deliverables (images, prints, albums) for one total price. Most modern photographers use all-inclusive packages ($250-1,500+) for higher perceived value.
Should I charge travel fees for photography?
Yes, charge for locations beyond your service radius (typically 20-30 miles). Common structures: $0.65-1.00 per mile or flat rates ($50-200). Always communicate travel fees in contracts before booking.
How do I price commercial photography?
Commercial uses day rates ($800-5,000) plus licensing fees ($250-10,000+). Licensing depends on usage scope, duration, distribution channels, and territory. Always use detailed contracts specifying rights.
What's a fair wedding photography price?
National average is $2,000-3,700. Regional ranges: Northeast $3,200-6,500, Midwest $2,200-4,500, West Coast $3,500-7,000. Major metros like NYC command $8,000-10,000+. Your fair price should cover CODB plus profit while staying competitive locally.
How much should I charge for mini sessions?
Mini sessions range $150-300 for 15-20 minutes with 5-15 images. By experience: Beginners $75-150, Intermediate $150-250, Established $250-350, Premium $350-500. Profitability comes from volume—8-12 sessions per day at $200 = $1,600-2,400 revenue.
Conclusion: Start Pricing Profitably
By following the frameworks in this guide, you can confidently set prices that reflect your value, cover costs, and generate sustainable profit.
Your Action Plan
- Calculate your CODB using the calculator above—this is your pricing floor
- Research local market rates to understand competitive positioning
- Structure 3-tier packages that drive clients to the middle option
- Implement pricing psychology (charm pricing, anchoring, value-based language)
- Raise prices every 6-12 months as your skills and portfolio improve
Photographers implementing these strategies typically increase average booking value by 30-50% within 6-12 months.