Where Have All The Enquiries Gone!: The Photography and Videography market in 2025

There have been an increasing number of conversions lately about reduced bookings and enquiries, particularly in weddings, for 2026 and beyond. Here's my take...

What's the Story

There seems to be a mixed opinion on this; with some people reporting healthy bookings, others seeing a real reduction in enquiries and consequently bookings.

So What’s the Reality?

My view is that consumers ARE paying less for luxury items in 2025, and this is confirmed by consumer industry reports with photography undoubtedly included in this.

Reports show that consumers are looking harder for more cost-effective options. People booking photography are being more cautious, they’re looking around more and they are considering lower cost options or deciding to spend that £2000 on a honeymoon instead and get friends to capture their weddings.

But I believe there is still a market for traditional wedding photography, we just need to re-iterate how this is different, especially when phone cameras are increasingly marketed as 'professional level'.

Why is there variability?

Why some photographers are seeing fewer enquiries and some the same is almost impossible to deduce because social media, audiences and styles are infinitely variable.

I have noticed that those photographers that continue to succeed are often more likely to innovate and move with the current styles. Direct flash anyone? 

Inflation and Pricing - IT MATTERS!

"If you have not icreased your pricing since 2021, you're giving a 20-25% discount!|

One thing is clear to me though, and that’s that the majority of photographers do not increase their prices with inflation. We tend to anchor to a price-point that works for us, and are reluctant to increase due to concerns around impact to our client-market.

But we are unusual in this, ALL other areas of life and business have increased prices in the last few years. Not only do they do this to adjust for inflation, but because costs associated with running businesses, living and just existing have also increased.

You have no doubt seen the price of cameras, lenses, photo editing software has all increased significantly in the last 5 years, so why do we not follow suit? We should!

Many wedding photographers I come across have not increased their prices since we came out of COVID restrictions.

If this is you, then you are now effectively offering a 20% reduction in your prices! This is JUST considering inflation, and not including the fact that all business costs have increased and also not taking into account that the cost of living has also increased.

So if you’re seeing the same level of bookings but have NOT increased your prices, then you are now making 25% less income, and this income does not go as far for you and your family as EVERYTHING else has increased.

What can you do about this?

That’s the £1 Million question... here's my take:

Lower-End (I'm using these terms just on price, not on anything else!)

If you’re at the lower end of the market, I suspect you finding less variation in how many bookings you are getting. You could even increase with inflation and still be very competitive. Your main risk is that a cheaper photographer is 'perceived' as being less skilled (incorrectly I may add), and so you're more at risk of cousin Sandra with a decent camera stepping in instead. Present your value and experience clearly to your clients.

Higher End

If you’re at the higher end and have a name that is recognised in the industry, then again, I think you’ll be OK. Because if a couple want YOU to shoot their wedding they are emotionally committed to the sale, and less likely look around. You should definitely increase your pricing with inflation.

Middletons

Those in the mid-higher tiers are getting squeezed - no doubt. You are going to need to boost your exposure and reach more people in order to counter the fact that your traditional audience are looking around more carefully at cheaper options. You have to present the VALUE you offer over those cheaper options.

You might also look at ways to save costs in your business, in particular cost-of-sale. This includes the time you’re spending on each shoot. Be careful though, if one of the ‘value’ items you offer is a good service, then changing anything that reduces this is risky.

Keep up with the trends - even if you decide it's not for you. You need to be intentional about all of this stuff so you can be authentic in your marketing. 

Increase Prices. BUT DO IT quietly...

If you’re going to increase prices, don’t make a big song and dance about it!

I see some suppliers creating posts along the lines of:

‘"I wanted to let people know that I very reluctantly had to increased prices. I hate to do this, but due to increasing costs elsewhere… etc etc…”.

The intention is to try to make it reasonable to our clients. But all they’ll see is a price hike on what they already thought was quite a lot of money (given people in the UK do not value photography as much as, say, the US). Frankly it just sounds like a lack of confidence, and this is contagious to your clients.

If Apple increase the prices of their laptops, they don’t do this. They just change the prices on the website, or just make a new model more expensive. If you notice this, then you <tut> and continue to buy it.

Besides, who are you communicating with, your future clients will not have seen or remembered the old pricing, so you’re just giving bad news.]

Wrap Up

Things are harder, no doubt. If you've increased your prices with inflation and continue to do well, then congratulations, you've nailed it! If not, you have to keep moving and showing your value to the clients that otherwise perfectly fit your brand.