Working With Family, Friends, and Discounts as a Photographer

One of the most common questions new photographers face is: “How much should I charge my family and friends?” It sounds simple, but if you’re not careful, it can get messy — fast.

Here’s the truth: you’re in business to make a profit. Just because you could shoot for free or give a discount doesn’t mean you should. And if you don’t set boundaries early, you’ll find yourself frustrated, underpaid, and undervalued.

This post will walk you through a practical framework for working with family, friends, and discounts in a way that keeps relationships intact while protecting your business.

In my business, I follow one simple rule of thumb:

• The top five people in my life (immediate family, best friends, etc.) may get free sessions if I choose to gift them.
  
  

• Everyone else gets the same consistent discount across the board.
  
  

Why? Because consistency eliminates awkwardness. You won’t be stuck deciding on the spot how much to charge, and you avoid resentment when people compare what they paid.

According to Clutch’s Small Business Client Retention Report (2023), businesses that maintain consistent policies reduce conflict and keep stronger relationships with clients.

Here’s what you need to remember: just because someone is close to you doesn’t mean they’re entitled to free or discounted services.

Photography is not just clicking a button — it’s time, energy, planning, gear, post-production, and archiving.

• Professional Photographers of America (PPA) makes this crystal clear with their Cost of Doing Business Calculator. Even a small session comes with expenses like insurance, editing software, equipment maintenance, and taxes. Free or heavily discounted shoots eat directly into your bottom line.
  
  

• Forbes (2022) highlights how discounts actually decrease perceived value in the eyes of the client. When you give away your work too cheaply, people assume it’s worth less.
  
  

Discounts should never be the standard. They should be the exception — used sparingly, intentionally, and on your terms.

What If They Don’t See the Value?

You’ll run into this: you share your pricing and a family member or friend decides to hire someone else because they’re “cheaper” or “giving more for less.”

Let me be very clear — that has nothing to do with you or your work. It has everything to do with where they value photography.

HubSpot’s Consumer Trust & Loyalty Report (2023) found that 93% of customers stick with businesses they trust and respect. If someone doesn’t respect your pricing now, they were never going to be a loyal client.

So don’t let it shake you. Stick to your standards.

Sometimes you’ll genuinely want to gift a session. That’s perfectly fine — but be intentional.

Remember: a “free” session is never really free. It costs you your time, your energy, and your post-production. If you choose to give one away, make sure it’s because you want to, not because you feel pressured.

And here’s a smarter option: instead of gifting photography to someone who doesn’t truly value it, consider giving them a physical gift instead. That way, your generosity is clear and your business boundaries stay intact.

Small Business Trends (2023) notes that discounting or free work often leads to resentment and burnout for service providers, while clear boundaries maintain both profitability and personal relationships.

Be Clear About Deliverables

Whether you are discounting, gifting, or shooting for free, one rule remains: get everything in writing.

Define exactly what they’re getting:

• How many images
  
  

• Whether it’s prints, digital files, or both
  
  

• What’s included, and what costs extra
  
  

That clarity protects your relationships. If you don’t set expectations, you open the door to frustration on both sides.

Let me leave you with this...

Family and friends may love you, but they’re not your business plan. You are running a professional service, and your pricing, policies, and boundaries should reflect that.

• Keep discounts consistent across the board.
  
  

• Reserve true freebies for your inner circle only.
  
  

• Don’t let others’ opinions of value shake your confidence.
  
  

• Gift sessions with caution, and always define deliverables.
  
  

At the end of the day, you’re the business owner. You get to decide when and how you discount, gift, or say no.

Protect your boundaries, and you’ll protect both your business and your relationships.

Sources

• Professional Photographers of America (PPA). (2023). Cost of Doing Business Calculator. https://www.ppa.com/tools/cost-of-doing-business-calculator
  
  

• Forbes. (2022). The Psychology of Discounts and Why It Can Backfire. https://www.forbes.com/
  
  

• Clutch. (2023). Small Business Client Retention Report. https://clutch.co/
  
  

• HubSpot. (2023). Consumer Trust & Brand Loyalty Statistics. https://blog.hubspot.com/marketing/marketing-statistics
  
  

• Small Business Trends. (2023). Why Discounting Can Hurt Your Business. https://smallbiztrends.com/