Wedding Photography in a Recession

Although none of us can predict the future, it isfull of images that their digital camera took to their
beginning to look as if 2009 is going to be thefriend’s coworker’s daughter, who herself is
roughest economic year in recent memory for moststruggling financially during these hard times.  She
industries.  The wedding industry, and moretells herself that this is a door that was opened for
specifically, the wedding photography industry is noher to save some money, and she accepts the offer
different. In fact, some would argue that our industrythe photographer has made to shoot her wedding
has been especially hard-hit by these bad economicfor next-to-nothing, or many times nothing at all in
times.  From the view from my work station, Itorder to build up a portfolio of wedding images.  
seems to me that our industry has been hit by twoThe quality of these images is disappointingly
troubles.  The economy has no doubt been a majorpredictable. Neither the aspiring photographer nor the
factor in the slow-down of our industry, but I alsobride truly realize that photography is a mixture of
believe that we have hit an apex in the flooding ofart and science, requiring years of training and
the market with the “start-up”experience to do well. 
photographer.  These two reasons together IOn average, I get 3-4 emails per month from aspiring
believe, will prove to create a truly challenging marketphotographers who are introducing themselves and
environment in the coming year.offering their services free of charge in order to gain
We could sit here and discuss the reasons thatexperience.   Many times, the emails I receive from
caused the economy to tank, while pointing fingersthese aspiring photographers are not even addressed
at greedy lenders and irresponsible borrowers in theto me.  I can only assume that they are copying and
housing market, but that will not help us figure outpasting the body of these emails into multiple emails
how we are going to keep our doors open thisand just sending them off in hopes that an
year.  What we do need to have a firm grip on, isestablished photographer will take them under their
that our industry, and the services and products wewings and show them the ropes.  However fewer
provide to our beloved clients are indeed luxuries andand fewer established photographers are willing to
as we all know luxuries are the first thing to go outshow their potential competition any sort of attention
the stained-glass window when hard times come.these days.  They are worried more and more
I myself have had numerous brides inquire about myabout their own business and its profitability in
services this year.  However, getting them to sign’09, and less and less about being nice to people
contracts is like pulling teeth.  Photographers all overwho are not paying them for their services.
the country are experiencing a bottleneck of clientsWe are beginning to see price reductions at studios
who inquire, but have a hard time letting go of evenall over the country.  What strikes me as odd
the retainer fees for fear of what the economy willhowever, is that we are also hearing loud cries from
do next.  We as Americans are fearful of what thephotographers that these reductions in prices are
future holds economically, and are in a “wait and“terrible for the industry” and that we’re
see” mode with regard to feeling comfortable“betraying our colleagues”, and
about spending our expendable cash.  The problem is“Unity” and “stand your ground” and
that a “wait and see” approach is theso one and so forth.   I can’t for the life of me
antithesis of what an economy that depends on theunderstand why we as photographers think that our
transfer of cash to grease the wheels of commerce,luxury based industry is immune to price reductions in
needs.   However, if this were not a big enoughtough economic times.  Do we not notice the price
crisis for your studio to overcome, I believe we aretags for everything we see being slashed?   Why
also seeing another major obstacle to the success ofwould our services be any different?  If you
a professional photography studio.  The massiveconsider the possibility that this is the bottom of an
influx of the aspiring photographer into the industryeconomic cycle, and that cost bubbles correct
caused by the digital revolution.themselves during these cycles, you can see how
We are indeed head-long into the digital revolutionit’s a realistic scenario to find yourself being the
where every third person you meet is an aspiringone without a chair when the music stops, if you
photographer.  I do not have to tell you why wehave not adjusted your pricing to an affordable
are seeing so many start-up photographersamount.    You could be setting yourself up to be
everywhere we look.  The digital revolution hasknown as the highest priced photographer in town. 
created an environment where the average personI don’t mean to be snide, but I hope you have
can create a portfolio of acceptable images that theythe quality portfolio and the affluent client base to
can then throw onto a free website template. support that reputation.  Are your clients from last
Truth be told, the camera took those photos, whileyear still able to afford you this year?  If not, a slice
the upstart photographer simple pointed the cameraof humble might actually taste good if it brings you
in the correct direction. They then show this websitesome work.