The most common complaint about wedding photography is the cost. This sentiment has been expressed in many places on the internet. I’ve seen many photographers take the opportunity to defend themselves by writing articles only accountants could understand.
Three years ago, I came across an article entitled Why Wedding Photographers’ Prices are “Wack”. It was a response to a frustrated Craigslist post by an anonymous woman complaining about the high costs of hiring ‘an exceptional, amazingly talented and fun photographer.’ Wagner broke down in great detail her costs of doing business and expenses. Despite the high wedding fee, she concluded that she does not make as much money as clients might think.
Her article gained popularity and spread quickly throughout the online community of photographers. The virality of Why Wedding Photographers’ Prices are “Wack had a significant impact. Since then, wedding photographers have written the obligatory “Why is wedding photo so expensive?” posts. This is a fruitless and counterproductive exercise, which doesn’t tackle the issue directly. To be honest, I am surprised that no one has yet to include scans of their taxes in order to make a statement. Be prepared for some serious talk.
Why is wedding photography so expensive? It’s because it’s considered a luxury.
The anonymous complaint, text from the original.
In this article, luxury is defined as something you would like or want to have but do not need. The Craigslist poster said, “They’re ripping off people for everything they have!” Why does getting married cost you at least 15 grand? It’s a rip-off!! It’s such CRAP!! You may want to hold a wedding but need to get married. It’s not true that getting married costs a lot of money. In comparison to the cost of a wedding, it is quite affordable. If you want to get married in Toronto, the total cost would be under $400. This includes both the marriage license and the officiant. Although I know the writer is originally from Puget Sound in Washington, I don’t think getting married there is more expensive than it is in Ontario. The writer, despite the words she used, was talking about a wedding.
The cost of weddings is high because a catered event is considered a luxury. If you subtract the ceremony from all the other archetypical events of the day, the majority of that $15,000 hypothetical bill is left. Even if you have to hold the ceremony at your house of worship due to religious obligations, costs should not increase much. Major expenses include everything not included in the official ceremony, such as the venue, the multi-tiered wedding cake, the multi-course meal for your guests, the flowers, decorations, the entertainment, the wardrobe, make-up and hair of you and your guests, the accommodations and the desire to hire a professional photographer who can capture the event with artistic flair.
Luxury brands don’t justify their prices by providing a detailed breakdown of their costs. When someone enters a Chanel shop and is considering buying a bag, the salesperson will not explain the costs of materials, labor or freight, leasing, marketing, etc., to justify the price. They’ll sell the story of the brand, its exclusivity, its status, its timeless design, flawless craftsmanship, and customer service. Even if you consider all the factors, this would be a frivolous buy. No one wants Chanel, not even those who are in need of a handbag. Most buyers of luxury items know this. Some people are not aware of this when they plan a wedding.
Take into consideration the durability of these costly services. Alcohol, food, and cake are flushed (literally) down the drain. Your memories will be framed by the venue and accommodation. Flowers will fade, and decorations will be thrown away. You will wake up the next morning with a ringing sound in your ears from the entertainment. Your makeup will have been washed off, and your hair will be slept on. The wedding dress is still there, but you will never have a reason to wear it again. The photo and video documentation is the most useful of all these unneeded, ineffective, and obvious expenses. They increase in value over time and have an inverse correlation to the memories you hold of that day.
Wedding photographers who choose to provide detailed breakdowns of costs are putting themselves and their profession at a disadvantage. In defending your rates, you are essentially admitting that they’re unreasonably expensive and, worse, your skills don’t speak on their own. Wedding Photography is a Luxury Service. It is not necessary to audit your customers. This analysis can also place you at a disadvantage when dealing with clients who are only interested in the bottom line. Your perfectly valid reasons may be misinterpreted by those who want to question your margins.
To my fellow wedding photographers, I have a suggestion: Stop justifying the high cost of wedding photography by using cost breakdowns. Your work will be lowered. Wedding photography is a luxury service and not a basic necessity as budget-conscious couples would like it to be. A good wedding photographer is a service that’s a luxury for an occasion of luxury and therefore commands a premium price. You get what you paid for, as the old saying goes.
