Why Is Professional Photography so Different Than Walmart

As a photographer we get many questions about why our prints are more expensive or why can't we match walmart, portrait innovations, jc penny, etc, prices?  This is a really good part of a fantastic article to help address some of the questions I get on a regular basis.
This was taken, in part, from http://www.professionalchildphotographer.com

"The cost of TIME:

Approaching it from a time standpoint, let’s imagine that you have hired a photographer who has work that you love. This photographer is traveling an hour to your destination to photograph your session. Here is an example of a time break down:

session prep time (30 mins – 1 hour, includes equipment and back up equipment checks vehicle checks)

one hour travel time TO session

15-30 minutes prep time at client’s home

90 minutes-2 hours with client photographing subject

one hour travel time FROM session

30-45 minutes uploading time from digital cards from camera to computer

30-45 minutes time spent backing up the original images

2-5 hours editing time to present you with a diverse gallery of edited images

1 hour prep time getting ready for ordering

2-3 hours time with client for ordering images

1 hour sorting through and checking order

30 minutes-1 hour prep time for delivery

30 minutes-1 hour getting order shipped

any additional phone time or time needed for add on ordering, shipment issues, quality issues

In this example, the time spent per client can range from just under 13 hours to 19 hours – dependent on the photographer’s level of service. This is time dedicated only to ONE session. When the photographer charges $150-$300 for the photo shoot (aka SESSION FEE) you are not just paying for the two hours of session time, you are paying the photographer for 12-19 hours complete time for your session.

"The COSTS of Maintaining a Custom Photography Business:

Regarding equipment costs, a good quality professional camera with a selection of good optical quality lenses and digital storage mediums and computer set up can run from $10,000-$30,000 costs dependent on the photographer. Even though you can purchase a really good quality digital SLR for about $2100 there are still other costs related to photography. A good lens for portrait photography can run from $900 to $2500. A dependable computer system with software loaded for business and creative usage can run $2500 to $8000 dependent on the photographer.

Then come lab costs for specialty products. A good photographer knows the lab is integral to their success. Photography labs dedicated to the professional photographer often cost more and offer a range of products that allows the custom photographer to continually offer new, innovative products for you, the discerning client.

Discussion other costs of running a photography business could take awhile so we’ll skip many of the intricate details. There is of course much more: including costs of running the business, taxes, studio rental/mortgage if the photographer has ownership of a dedicated studio, vehicular costs, costs of advertising/marketing, costs of sample pieces that the photographer will likely bring to your session, etc.

"APPLES to ORANGES to BANANAS:

Often times clients will mention to their photographer that X studio in the mall/department store only charges $19.99 for an 8×10 “sheet” or they may mention other things related to discount photography chains. The fact is those discount chains make their money on volume, not on customized 1:1 service. In February 2007 leased photography retail space by a rather well known discount department store that started in Arkansas closed down 500 of their portrait studios across the nation? The reason is simple, you cannot make money on 99¢ “professional” prints if you do not sell enough of them. Interestingly enough – those same studios that offer the loss leader packages often charge much much more for their a la carte pricing (as high as $40-50 for an 8×10). The whole reason the big department stores began offering portrait services in the first place was to get you, the savvy consumer, in through their door so that you could spend more money with them in other departments. Your “PORTRAITS” are considered the “loss leader”.

Going to a chain studio, as a consumer, you don’t have the benefit of 1:1 attention for 2 hours at your home where your child is allowed to explore, play and be comfortable in their home environment, nor do you get the experience that many custom photographers are known for or the lovely captures of natural expressions. You simply get a bare bones, “SAY CHEESE” experience. Keep this in mind when selecting a photographer."