New York Wedding Photography Prices
What is the average price of wedding photography in New York? What is the average photography package couples buy in New York? Find the answer to this question and more below.
Table 1: How Much do Wedding Photographers Charge in New York?
All prices below are in USD and do not include taxes. The data is presented for informational purposes only. For a firm quote and to confirm availability, please contact the vendors directly.
|Brandon James Gordon||https://www.brandonjamesgordon.com||2800||2350 Dundas, Toronto, ON, Canada|
|Timeless Captures||https://timelesscaptures.ca/||2800||44 Valley Woods Dr, Toronto, ON, M3A2R6, Canada|
|1486 Photography||http://www.1486photography.com/contact/||5367||Fake, Toronto, ON, Canada|
|Agi Studios||https://www.agistudio.ca/||4463||FAKE, Toronto, ON, Canada|
|Alexandra Jakubowska||http://www.ajphotographer.ca/||2600||fake, Toronto, ON, Canada|
|All This Happiness||http://www.allthishappiness.com/||4600||Fake, Toronto, ON, Canada|
|Am Motion||http://avenue-photo.com||2900||Toronto, ON, Canada|
|Beautiful Life Studios||https://beautifullifestudios.com||3000||Toronto, ON, Canada|
|Ben Kane||http://www.benkanephoto.com/||4208||Toronto, ON, Canada|
|Cafa Photography||http://cafaphoto.com/||5085||Toronto, ON, Canada|
|Callum Pinkey||http://callumpinkney.com/||4403||Toronto, ON, Canada|
|Captivate Photo Cinema||https://captivatephotocinema.ca/||2600||Toronto, ON, Canada|
|Corina V.||https://corinavphotography.com/||5311||Toronto, ON, Canada|
|Dan Clements||https://www.danclementsphoto.com/||3330||Toronto, ON, Canada|
|David Morris||http://www.davidphoto.ca/||2542||Toronto, ON, Canada|
|Derek Hui||http://www.derekhui.com||4294||Toronto, ON, Canada|
|Edris Daraian||https://edris.ca/||3955||Toronto, ON, Canada|
|Evolylla||http://www.evolyllaphotography.com/||3500||Toronto, ON, Canada|
|F29||http://www.f29.ca/||4068||Toronto, ON, Canada|
|Face Photography||http://facephotography.ca/||4400||Toronto, ON, Canada|
|Focus Photography||http://www.focusphotography.ca/||3729||Toronto, ON, Canada|
|Frances Morency||http://www.francesmorency.com/||4000||Toronto, ON, Canada|
|Gillian Foster||http://www.gillianfoster.ca/||3842||Toronto, ON, Canada|
|Green Tea||https://greenteaphotography.com/||6000||Toronto, ON, Canada|
|Harvard Photo||http://www.harvardphoto.com/||5185||Toronto, ON, Canada|
|HRM Photography||http://hrmphotography.com/||5085||Toronto, ON, Canada|
|Isberto Weddings||http://www.isbertophotoweddings.com/||3955||Toronto, ON, Canada|
|Jamieson Dean||https://jamiesondean.com/||3899||Toronto, ON, Canada|
|Janice Yi||http://janiceyiphotography.ca/||4294||Toronto, ON, Canada|
|Jennifer Ballard||http://jennifer-ballard.com/||3955||Toronto, ON, Canada|
|Jennifer Moher||http://www.jennifermoher.com/||5876||Toronto, ON, Canada|
|Julian Moniz||http://julianmoniz.com/||5644||Toronto, ON, Canada|
|Just Klik Production||https://www.justklikproductions.com/||2400||Toronto, ON, Canada|
|Lushana Bale||http://www.lushanabalephotography.com/||4803||Toronto, ON, Canada|
|Natalia Zuk||http://nataliazuk.ca/||2375||Toronto, ON, Canada|
|Olive Photography||http://www.olivephotography.ca/||5650||Toronto, ON, Canada|
|Ondi Studio||http://www.ondistudio.com/||3800||Toronto, ON, Canada|
|Pavel Kounine||http://pavelkounine.com/||6413||Toronto, ON, Canada|
|Photographika||http://photografika.ca/||3842||Toronto, ON, Canada|
|Photography by Calin||https://www.bycalin.com/||2999||Toronto, ON, Canada|
|Raph Nogal||http://raphnogal.com/||5079||Toronto, ON, Canada|
|Rhythm Photography||http://www.rhythm-photography.com/||5085||Toronto, ON, Canada|
|Sage and Sea Co.||https://www.sageandseaco.com/||4000||Toronto, ON, Canada|
|Samantha Ong Photography||https://samanthaongphoto.com/||3499||Toronto, ON, Canada|
|Sarah Andrews||http://www.sarahandrews.photo/||3503||Toronto, ON, Canada|
|Scott Williams||https://www.scottwilliamsphotographer.com/||5367||Toronto, ON, Canada|
|Studio Arash||http://studioarash.com/||4238||Toronto, ON, Canada|
|Studio Epic||https://www.studioepic.com/||3786||Toronto, ON, Canada|
|Tamara Lockwood||http://tamara-lockwood.com/||5085||Toronto, ON, Canada|
|Tara McMullen||http://taramcmullen.com/||7458||Toronto, ON, Canada|
|Tara Weddings||https://taraweddings.ca/||4746||Toronto, ON, Canada|
|Tied Photography||https://tiedphotography.com/||3400||Toronto, ON, Canada|
|Z Moulu||http://www.zmolu.com/||5495||Toronto, ON, Canada|
|John and Samantha||http://johnandsamantha.ca/||4875||Toronto, ON, Canada|
|Matt Trimble||http://matttrimblephotography.com/||2990||Toronto, ON, Canada|
|Le Image Inc||https://www.leimageinc.com||4098||New York, NY, United States (US)|
|Dream Life Wedding||https://dreamlifewedding.com||3190||New York, NY, United States (US)|
|Sincerely Emelia||https://sincerelyemelia.com||3875||New York, NY, United States (US)|
|Emin Kuliev||https://wedding.em34.com||7000||New York, NY, United States (US)|
|Jason Thomas Crocker||https://www.jasonthomascrocker.com||3950||New York, NY, United States (US)|
|Angelica Criscuolo||https://angelicacriscuolophotography.com||5500||New York, NY, United States (US)|
|Rick Bacmanski||http://rickbacmanski.com||3000||New York, NY, United States (US)|
|Ph NY||https://ph-ny.com||1899||New York, NY, United States (US)|
|J C Lemon||https://jclemon.com||6500||New York, NY, United States (US)|
|Maggie Marguerite||http://www.maggiemarguerite.com||6500||New York, NY, United States (US)|
|Maria Hunter||https://www.mariahunter.com||5195||New York, NY, United States (US)|
|Marie Labbancz Photography||https://www.artoflove.com||7000||New York, NY, United States (US)|
|Mark Nelson Photography||http://www.marknelsonphoto.com||16000||New York, NY, United States (US)|
|Meg Smith Photography||https://www.megsmith.com||14167||New York, NY, United States (US)|
|Melani Lust||https://www.melanilustphotography.com||8000||New York, NY, United States (US)|
|Mel Barlow & Co.||http://www.melbarlowandco.com||12500||New York, NY, United States (US)|
|Rabbani & Solimene Photography||https://www.rabbanisolimene.com||6333||New York, NY, United States (US)|
|Radhika Photography||https://www.radhikaphotography.com||6000||New York, NY, United States (US)|
|Raquel Reis Photography||https://www.raquelreis.com||6500||New York, NY, United States (US)|
|Ready Luck||http://www.readyluck.com||7400||New York, NY, United States (US)|
|Rebecca Yale Photographer||http://www.rebeccayaleportraits.com||8500||New York, NY, United States (US)|
|Richard Jopson Weddings||http://rjweddingsnyc.com||5813||New York, NY, United States (US)|
|Robert London||https://www.robertlondon.com||6000||New York, NY, United States (US)|
|Roey Yohai Photojournalists||http://www.roeyyohaiphotography.com||7000||New York, NY, United States (US)|
|Ross NYC||http://www.rossnyc.com||5500||New York, NY, United States (US)|
|R. Wagner Photography||http://www.rwagnerphotography.com||7500||New York, NY, United States (US)|
|A Day of Bliss||http://www.adayofbliss.com||6450||New York, NY, United States (US)|
|The Hons Photo||https://thehonsphoto.com||7000||New York, NY, United States (US)|
|Konrad Brattke Photography||http://www.konradbrattkeblog.com||5875||New York, NY, United States (US)|
|Alton Martin||http://www.altonmartin.com||3000||New York, NY, United States (US)|
|Lux Photos||https://luxphotos.com||6285||New York, NY, United States (US)|
|Omega Imagery||http://www.omegaimagery.com||3667||New York, NY, United States (US)|
|Suess Moments||https://www.suessmoments.com/pricing||4542||New York, NY, United States (US)|
|Grand Lens Photography||https://www.grandlensphotography.com||3494||New York, NY, United States (US)|
|Erica Mille Productions||http://ericacamilleproductions.com||5500||New York, NY, United States (US)|
|Brklyn View||https://www.brklynview.com||5900||New York, NY, United States (US)|
|Duncan Moffat||https://www.duncanmoffat.com/pricing/||3500||New York, NY, United States (US)|
|Therese Photo||http://www.theresephoto.com||4375||New York, NY, United States (US)|
|Jacek Dolata||http://www.jacekdolata.com||4125||New York, NY, United States (US)|
|Forever Photo Ny||https://www.foreverphotony.com||4900||New York, NY, United States (US)|
|Hudson River Photographer||https://www.hudsonriverphotographer.com||5000||New York, NY, United States (US)|
|Christopher's Studio||https://www.christophersstudio.net||4200||New York, NY, United States (US)|
|Tom Harmon||https://tomharmonphotography.com||4200||New York, NY, United States (US)|
|Ayenia Nour||https://www.ayenianour.com||5200||New York, NY, United States (US)|
|Weddings by Elvira||https://www.weddingsbyelvira.com||5500||New York, NY, United States (US)|
|Jenny Fu||https://www.jennyfu.com||5000||New York, Ny, United States (US)|
|De Nueva||https://denuevaphoto.com||6071||New York, NY, United States (US)|
|Ricky Restiano||https://www.rickyrestiano.com/wedding-packages||4900||New York, NY, United States (US)|
|Vita Bella||https://www.vitabellaweddings.com||3990||New York, NY, United States (US)|
|Framed Elegance||https://www.framedelegance.com||3000||New York, NY, United States (US)|
|acornproduction wedding photography||https://acornproduction.ca||2300||1800 sheppard ave east, Toronto, ON, M2J 5A7, Canada|
|Judy and Gavin||https://www.judyandgavin.com/||5375||Los Angeles, CA, United States (US)|
|TTT Photography||https://www.tttphotography.com||3000||Los Angeles, CA, United States (US)|
|Rob Greer Photography||https://www.robgreer.com/||5950||Los Angeles, CA, United States (US)|
|Eivan’s Photo & Video||https://www.eivans.com/||1811||Los Angeles, CA, United States (US)|
|Josh Goodman||https://www.joshgoodman.com/||4000||Los Angeles, CA, United States (US)|
|Jenna Bechtholt||https://www.jennabechtholt.com||5000||Los Angeles, CA, United States (US)|
|Wedding Bell Studios||https://www.weddingbellstudios.com/||4000||Los Angeles, CA, United States (US)|
|Hasselblad Studios||https://hasselbladstudios.com/||2625||Los Angeles, CA, United States (US)|
|Gina and Ryan||https://ginaandryan.com/||5500||Los Angeles, CA, United States (US)|
|Sun and Sparrow||https://sunandsparrow.com/||3900||Los Angeles, CA, United States (US)|
|Dmitry Shumanev Production||https://shumanev.com/||5500||Los Angeles, CA, United States (US)|
|Shutterspace studio Canada||https://www.shutterspace-studio.com||2200||Ottawa, on, Canada|
|Samantha Turchin||https://www.samanthaturchin.com/||3250||Los Angeles, CA, United States (US)|
|Magalt Barajas||https://magalybarajas.com/||2000||Los Angeles, CA, United States (US)|
|Gavin Photography||http://www.gavinphotography.com/||3750||Los Angeles, CA, United States (US)|
|Weddings 64||http://www.wedding64.com/||3670||Los Angeles, CA, United States (US)|
|Mark Lang||https://www.marklaing.com/||3250||Los Angeles, CA, United States (US)|
|The Sanadas||https://thesanadas.com/||5000||Los Angeles, CA, United States (US)|
|ABM Wedding Photos||https://www.abmweddingphotos.com||3825||Los Angeles, CA, United States (US)|
|Alex Z Photography||https://alexzphotography.com/||5250||New York, NY, United States (US)|
|Jason Burns Photography||https://jasonburnsphotography.com/||4300||Los Angeles, CA, United States (US)|
|Victoria Chrystal Photography||https://www.victoriachrystal.com/||3750||Los Angeles, CA, United States (US)|
|Karina Santos||https://www.karinasantosphoto.com||6000||Los Angeles, CA, United States (US)|
|Ryan Chamberlin||https://www.ryanlamedia.com/||1500||Los Angeles, CA, United States (US)|
|Caitan Co Photo||https://caitandcophoto.com/||4000||Los Angeles, CA, United States (US)|
|Nicole Amanda Photography||https://nicoleamanda.ca/||5800||2013 Seeleys Bay St, Ottawa, Ontario, K2J5P5, Canada|
|Geaux Live||http://geaux.live||4000||New Orleans, LA, United States (US)|
|888 Productions||https://the888gallery.com/||3699||Los Angeles, CA, United States (US)|
|Sandracardenasphotography.com||http://www.sandracardenasphotography.com||870||Mississauga, Mississauga, On, L5R3P6, Canada|
|Whiskey & Wolves Co.||https://www.whiskeyandwolves.co||3750||Toronto, Ontario, M6P2S5, Canada|
|Laura Kelly Photography||http://laurakellyphotography.ca||5850||Ottawa, ON, Canada|
|Chelsea Mason Photography||https://www.chelseamasonphotography.com||4800||Ottawa, ON, Canada|
|Photography by Emma||http://photographybyemma.ca/||4399||Ottawa, ON, Canada|
|Stacy Kentopic Photography||https://stacykenopicphotography.com||2000||Ottawa, ON, Canada|
|Mitch Lenet Photography||https://mitchlenetweddings.com||3300||Ottawa, ON, Canada|
|Sophie Fortier Photography||https://sophiefortierphotography.com||3350||Ottawa, ON, Canada|
|Joey Rudd Photography||https://www.joeyrudd.ca||4100||Ottawa, ON, Canada|
|Boyo Photo||https://boyophoto.ca||3100||Ottawa, ON, Canada|
|Couvrette Studio||https://www.couvrette-photography.on.ca||2250||Ottawa, ON, Canada|
|Mocha Tree Studios||https://www.mochatreestudios.com||3500||Ottawa, ON, Canada|
|Anne Marie Gruden Photography||https://amgphoto.com||3500||Ottawa, ON, Canada|
|Christopher Steven B Photography||https://www.christopherstevenb.com||2650||Ottawa, ON, Canada|
|Intuition Photo||https://intuitionphoto.com||3900||Ottawa, ON, Canada|
|Lauren McCormick Photography||https://laurenmccormickphotography.com||4250||Ottawa, ON, Canada|
|Mark Cooper Photography||http://www.markshots.com||1500||Ottawa, ON, Canada|
|Green Tea Photography||http://greenteaphotography.com||5500||Toronto, ON, Canada|
|Samantha Marie Photography||https://www.photographybysamanthamarie.com||3000||Ottawa, ON, Canada|
|Lisa Provencal Photography||http://lisaprovencalphotography.com/||5000||Ottawa, ON, Canada|
|Harison Baker Photography||https://www.harrisonbakerphotography.com||2350||Ottawa, ON, Canada|
|Anita Peeples||https://anitapeeples.com||4750||Ottawa, ON, Canada|
|Mary Calotes||https://www.marycalotes.com||6000||Ottawa, ON, Canada|
|Ali and Batoul Photography||https://aliandbatoulphotography.com/||4625||Ottawa, ON, Canada|
|Grace and Bowtie||https://graceandbowtie.com||4500||Ottawa, ON, Canada|
|Shutter Treasure||https://shuttertreasure.com/||4000||Ottawa, ON, Canada|
|Kim Ing Photography||https://kim-ing-photography-1.showit.site||4000||Ottawa, ON, Canada|
|Stacey Stewart Photography||http://staceystewartphotography.com||3500||Ottawa, ON, Canada|
|Murray Milne Photography||https://www.murraymilne.com||3300||Toronto, ON, Canada|
|JI Photos||https://www.jiphotos.ca||3500||Ottawa, ON, Canada|
|Charlotte Northrope Weddings||https://www.charlottenorthrope.com||4500||Ottawa, ON, Canada|
|Eddie Lo Photography||http://www.eddielo.com||3000||Ottawa, ON, Canada|
|Stephany Beach Photography||https://www.stephaniebeachphotography.com||5000||Ottawa, ON, Canada|
|Ghattas Weddings||https://www.ghattasweddings.com/||3950||Ottawa, ON, Canada|
|Hillary Elizabeth Photography||https://www.hilaryelizabethphotography.net||3550||Ottawa, ON, Canada|
|Mondays With Mac Photography||https://www.mondayswithmacphotography.com||3400||Ottawa, ON, Canada|
How Did We Calculate the Average?
In New York city it is very easy to become a wedding photographer. We don't say everyone can be a good wedding photographer but if you go to B&H, Sam's Club or Costco, can spend a couple of thousands on a camera and flash and you are in business.
Due to the fragmented nature of this unregulated market, it is impossible to determine exactly the price frequency distribution and we assumed that every studio has the same market share.
The average price of wedding photography in New York runs between $3,500 and $6,500 and can exceed $10,000. Prices include 10 hours of photography, 2 photographers. About 70% of photographers offer package ranging between $3,500 and $6,500. Only 8% of photographers charge under $3,500 while 16% offer prices rates north of $6,500. In New York City, the most popular price for a 10 hour package with two shooters is $6,500.
Factors Impacting Pricing
When we look at the prices charged by various photo professionals,we notice large differences. One cannot stop but asking why such large variations in quotes. What are the factors that impact the average photography price?
The most important factors that influence wedding photography costs are: photography coverage (time), the number of photographers and if the packages include albums. In addition, fame, years in business and marketing acumen influence the amount charged by each studio.
Length of Coverage
The number of hours of coverage impact the professionals' cost directly especially if he hires another professional to document your wedding. As such, the longer the coverage, the more expensive the package. Many photographers charge extra for late coverage after midnight as that makes it virtually impossible for them to book another wedding the following day.
Number of Shooters
Having several photo artists document your big day has many advantages: they can capture the preparation of the bride and groom at the same time (so you won't need that many hours of coverage), you get an additional angles and hiring more photographers increases the quality of the imagery you receive.
A second wedding photographer will cost you extra yet the investment is worth as you will have more photos of better quality.
Years in Business and Fame
Generally, the more experienced a photographer, the higher his prices. It is a simple matter of supply and demand. After several years in business, the photographer will build a solid referral base and as a result of higher demand he will raise his prices.
Also, every year, photo professionals add new photos to their portfolio, new venues where they shot weddings and the above lead to higher prices.
Even more, an established website has higher chances of ranking on google so a photographer who has been in business for a decade will generally outrank one that just opened shop in google searches.
On the other hand, new photographers charge very low prices and often shoot for free only to build their portfolios. If you have the budget, hire an experienced professional, but if photography is not important to you, it might be worth considering newer artists.
Even more, as a result of building the base of followers on various social media, the established artists receive more referrals. Usually, brides ask their social media friends who was their wedding photographer and the most popular photographers with most weddings under their belt receive "nominations."
Finally, over time, wedding industry veterans build alliances with other professionals ranging from wedding planners, makeup artists, videographers, limousine companies, wedding officiants, etc. They cross refer each other thus increasing their businesses. As a result, they can raise prices over time without hurting demand.
Established photographers usually have deeper pockets and can afford to spend money on a marketing person or on advertising campaigns on Facebook, Instagram, the Knot, Weddingwire, etc.
Over time, photographers get a better understanding of what works and what doesn't so their marketing skills improve. Of course, they need to always ask couples the key question: "how did you hear about us?"
Many professionals charge extra for travel. Still, there are photographers who do not charge for travel within the New York metropolitan area. That is an aspect you need to verify with each artist.
If you are getting married in Manhattan, we can guarantee that the local photographer will charge you more than if you get married outside New York city. Rents in general and other expenses are higher in Manhattan and the professionals will pass those costs to the couples.
Sometimes it makes sense to hire an out of town photographer who can give you a better deal, but they can charge for travel and also, they might not be familiar with the venue and the best photography locations in the city.
Albums and Large Prints
Wedding albums are expensive when ordered through your wedding photographer. The quality is outstanding and professional photographers know the best labs in NYC, but you can end up spending north of $1,000 on a beautiful album.
If you dream about a large canvas, you might want to order it yourself instead of buying it from the photographer. Just make sure your contract stipulate you can print the images and that the resolution allows you to print large photos. Generally, a 20"x30" print is large enough for most couples and today's high resolution cameras can easily achieve that.
Print Advertising and Wedding Shows Increase Costs
Print advertising is prohibitively expensive and the return on investment is subpar compared to digital media. Also, a wedding show can set a photographer back $5,000 easily.
As such, if you find your photographer through a wedding show or in your favorite wedding magazine, do not be surprised if he or she charges premium rates.
Rent and Other Costs
A studio that has an expensive office in Manhattan will charge more than a Brooklyn photographer who works from home. This is just a simple arithmetic matter. NYC rents are very high and the professional has to recoup them. If the rent is $10,000 a month and the studio does 20 weddings a month, you will pay an extra $500 to cover the studio's rent. It is just fair and totally up to you.
Pricing Techniques Used by Wedding Photographers
Add-ons for Higher Quality Products and Services
Many artists present a starting price then offer upgrades for extra money. For example, some packages include standard albums and offer a premium leather bound album for only $300 more. Instead of focusing on the extra amount, the focus is on the quality of the premium album, often described in glorious terms (premium, Italian leather, etc.)
Research shows that a 30% discount is less effective than a 10% discount for a bundle purchase plus a 20% discount for a second shooter. Please keep in mind that the lump sum discount is the better option.
Stacked discounts on a $10,000 package (10% plus an additional 20%)
The final price is 10,000 x (100%-10%) x (100%-20%)=$7,.200
On the other hand, the 30% discount brings the final price to $7,000 so you are saving an additional $200.
Surprisingly, most people interviewed picked the two discounts and lost $200.
Good Better Best Packages In Reverse
The Good Better Best tier pricing was introduced by Allstate to maximize profits in an industry where services are perceived as commodities. That reality is also very common nowadays in the wedding photography industry.
The companies noticed a few interesting things in when offering the 3 tier packaging structure. First, only 5% of the customers picked the lowest package. Second, this tiered structure is appealing to both affluent clients and to price sensitive ones.
By bundling more services into the Best Package, the photographer can make the average customer upgrade. The communication focus here should be on the value and not on the absolute pricing and the Best package includes perceived high value services that don't significantly increase the photography professional's cost. Such items can be unlimited extra phone consultations, unlimited correspondence, a faster turnaround time, slideshows, same day editing and longer engagement shoots. Boutique studios of 1-3 photographers will benefit from such offers more than the large studios who need to pay per hour. Why? The owner of the boutique studio can offer extra time at little cost during periods of slow demand. For example the artist can offer a 2 hour engagement in the summer, but for the Best package an optional whopping 4 hour photo shoot during the winter. While the 2 additional hours represent value for the couple, they add little cost to the photography professional who is not busy during the winter.
Three Tiered Prices as A Defense Strategy
The three tiered approach has a phenomenal advantage by covering a wide range of prices and protecting the studio from the pricing attacks of new entrants.
It is a well known fact that the new artists price their work under the market level to attract clientele and build their portfolio. Still, by building a relatively low entry price point, the Good package can attract price sensitive customers who otherwise would migrate to different artists. The Good collection should include bare minimum services.
Even more, the Good collection is a good defense for the situations when bargain hunting couples want to drive the price down. In such instances, the best solution is to offer the Good collection to the price conscious couple.
One key aspect of the GBB approach is to avoid confusions. Such goal can be achieved by offering this tiered structure:
Better = Good + Service 1
Best = Better + Service 2
A less desirable structure is the following
Better = Good - Service 1 + Feature 2 +Service 2
Best = Better - Service 3 + Feature 3
As you can see, Scenario A is way ore clearer than Scenario B. From a pricing psychology standpoint, when something does not make sense, the bride simply chooses a professional with a clear package structure. After all, wedding planning is a time consuming process and brides have no time or patience to analyze the quirks of each artist, not to mention the names used by them.
The Goldilocks Effect
Most subjects surveyed select the mid priced option. This so called Goldilocks effect is used by companies to raise their average prices. They often launch a high end product or service that has no chance of being successful but instead helps sales of the previous priciest package.
How does it work?
Originally the company offers the Bronze ($) < Silver ($$) <Gold ($$$) packages. To raise average prices without hurting volumes, the companies launch a Platinum option and the new structure becomes:
Silver ($$) < Gold ($$$) < Platinum ($$$)
Companies such as William Sonoma doubled sales for their Gold product after launching the Platinum option.
Three Tiers are Ideal
Numerous studies show that the ideal number of offerings is three. The best approach is to build the Better package, then remove a feature to create the Good package and add another feature to the Better package to obtain Best
Good = Better - Feature 1
Best = Better + Feature 2
Please note that customers decide very quickly if they want to buy or not then spend the majority of time picking the right package for them. As such, if the artist provides more than 3 options, that confuses couples who simply migrate to a more clearer packaging structure.
Studies show that if only 3 options are presented, about 30% of clients purchase. When 24 options are shown, the couples are overwhelmed and only 3% buy. The psychological phenomenon is named "The Paradox of Choice" or analysis paralysis.
One of the most important characteristics of a good tier packaging structure is a clear distinction between the Good Better Best collections. To keep things clear and simple, no more than 4 features should be differentiating the Good from Best.
Revenue Split Between Collections
Based on Harvard Business Review research and estimates
30-60% of revenue will be generated by Best
25-50% from Better
10+20% from Good
The final revenue share of the collections will be dependent on the packaging and value proposition of each tier.
The Listing Order of Collections
Pricing professionals know that the best way to present package is the Best - Better - Good approach. First, list the most expensive package, then the second most expensive package and present it as the most popular option. After the initial sticker shock of the Best Package, it is easier for most couples to accept the "Better" package.
The beauty of the Good Better Best (GBB) approach is that it appeals to a large variety of couples ranging from the most affluent ones who might opt for the best option to the more price sensitive who will go with the "Good".
Please note that often the "Best" package offers the best value as well.
Essential Items Only in the High End Package
Famous artists are very busy and include engagement options only in their high end packages. That in effect forces couples to pick the top tier package if the engagement session is important to them.
In pricing literature, that package element is named a "fence attribute" and it makes downgrading impossible or very unpleasant. One of the key characteristics of the fence attribute is its appeal to a large segment of couples and to add little cost to the high end package.
Often the fence feature targets customer experience. Photographers can offer a next day teaser of 5-10 images to couples that purchase the Best package. Alternatively, they can offer a faster turnaround time for those customers.
Example of Package Names
One aspect of pricing that makes things very complicated for couples is what each package include and their names. Some artists list their hourly rates, others bundle prints, albums, travel, engagements. Finally, there are professionals who charge extra for second shooters, engagements and other services.
Even with our vast pricing experience spanning over almost two decades we find that often packages are unnecessarily complicated.
Here are a few example of package names:
Silver, Gold, Platinum (probably the most clearer)
Paris, London, New York (this structure has nothing to do with travel, but the pro thought this is a very artsy nomenclature. As a result, brides stopped booking as the New York package was the most expensive and couples thought that was their only option)
Heirloom, Full Story, Eight is Great - without naming the studio, we found this to be a very confusing structure
Hearty, Keepsake - no idea what the names signify
Simply Elegant, Deluxe, Premium
Baby Breath, Roses, Lilies
Best Day, Special Day, Your Day
Digital, Budget, Artistic, Award Winning, Gallery
We don't intend to bother you with artsy names and we believe we demonstrated how difficult is to navigate the packaging jungle of wedding photography.
Maybe the most frustrating aspect of searching for the perfect wedding vendors is the fact that many of them simply do not list prices in their Investment or Pricing section. In essence, they add the package section onto their website to rank on google, lure the couples and then ask for a meeting instead of providing the promised information.
Ideal Collection Names
To be appealing and clear, the packages should describe a clear benefit that brides value. It is not the subject of this analysis to come up with a nomenclature of packages and we know our creative fellow photographers can do an amazing job coming up with creative collection names.
Table 2: Comparison of average New York wedding photographers' costs by duration of the photo shoot.
|Duration||Average Cost in NYC||Wedprices Best Rate|
The average cost in New York City was calculated using a proprietary algorithm.
- The average price wedding photography in NYC can run between $3,500 and $6,500 and sometimes can exceed $10,000. Packages usually include 8 to 10 hours of coverage and two photographers.
- In US outside the New York metro area, couples pay between $2,500 and $3,500 for similar wedding photography services.
Videos on Wedding Photography Pricing and Packaging
The videos below will give you a better understanding of how photographers price their services.