Pricing your services as a Wedding Planner

written by


Pricing your services as a Wedding Planner is not a ‘nice to know’ it’s a ‘must know’.

Its hands down one of the biggest problem areas for both new and established wedding CEOS, so don’t think you’re alone in the struggle to price for profit.

When you’re first starting out in your wedding business it’s unlikely you’ll know the correct pricing structure and what to charge

As a newbie wedding planner it’s often a figure that’s plucked out of the air with no actual strategy behind it.

At the Wedding Academy we have an entire module dedicated to pricing with templates, worksheets, calculation indicators and example planning packages to make your own.

We also help you to get into the mindset of pricing and understanding how to qualify what you charge so you have confidence to put your prices out there and aren’t tempted to go in too low.

There’s no right or wrong way when it comes to pricing your services as a wedding planner.

It all comes down to the individual, what their goals are, their experience level, the market they are pitching at etc.

However, there are some fundamentals that apply to everyone and that’s what we’re going to look at today to get your started.


Pricing Tip 1 – Do Your Research

Research is a big key to this. You need to know and understand your marketplace, which includes the geographical area you’re in as well.

The prices a London based wedding planner can charge will be very different to the prices a planner based in Leeds, for example, can charge.

This has nothing to do with the quality of their services but everything to do with their geographical location.

Pricing Tip 2 – Know Your Niche

You need to have a very real understanding of your target market. Who are you selling to?

Is your service aimed at vintage brides? Are you a luxury wedding planner? Are you specialising in destination weddings?

The list goes on, but until you really understand who your bride is you can’t realistically set your services.

You can’t market to all couples.

Not every couple getting married is a potential client for you. You have to narrow down and find your niche. The further the better.

Knowing your specific niche is part of the secret sauce to being successful in the wedding industry. This is what attracts clients to you naturally because they can relate to you.

They have an emotional connection to what you’re doing because of how it makes them feel about their wedding.

Don’t just tel them you plan weddings for a living. Where’e the emotional connection for them there?

Instead, try telling getting specific. You specialise in creating country weddings in teepees.

That will allow any couple looking to host their wedding in a teepee to be immediately drawn to you above other planners.


Pricing Tip 3 – Do Some Friendly Stalking

Another part of your research should include looking at your local and national competitors to gauge where you need to pitch your prices for the services you’re offering in your location.

Do not, and I repeat NOT, get tempted to undercut everyone who is local to you.

Whilst this might seem a great idea to start off with what you’re doing is devaluing your own services and those of others.

You’re helping to lower the expectations of future clients and in turn bringing the overall level of the industry down.

You’ll also find yourself labelled by both brides and other wedding professionals as a budget wedding planner.

Now if that is your target market then that’s fine, but if its not, and usually it isn’t, then this will be harmful to your reputation.

Pricing Tip 4 – Own Your Fee

Never apologise for your fees. When you visit your accountant and they bill you there’s never an apology that comes along with the invoice, far from it.

There’s absolutely no discussion about the fee, no negotiation, just an expectation that it should be paid within thirty days.

Pricing is about confidence as much as anything else. If you sound unsure about your fees when you tell your client they will be too.

Say your fee with pride, practice saying it a hundred times in front of the mirror, and above all else remember you’re a professional who’s offering a professional service.

You may find that your fee is out of reach of some potential clients, it doesn’t matter. As I said in Tip 2 you shouldn’t be selling to all brides anyway.

Know who your client is, know what you need to earn and divide that by the amount of clients you need in order to meet that figure and stick to it.

I know this sounds simple, and I’m not trying to oversimplify it, but really pricing your services as a wedding planner, as I said above, is all about confidence.

At the Academy we have a blueprint that shows you exactly what to do to set your prices, make a profit, calculate expenses and everything in between.

Pin me:


Our Friends

Aisle Planner Logo

Grab the freebie!

2023 Wedding Trend Report

Enjoy our International Wedding Trend Report, written by the industry for the industry. Get the latest trends globally from experts around the world.

David Tutera

Leading Wedding & Entertaining Expert, David Tutera is hailed as an artistic visionary whose ability, uniquely creative talents and outstanding reputation have made him a tremendous success in the lifestyle arena. Tutera has created a name for himself by taking his passion for designing spectacular events and transforming it into a lifestyle.

He continuously exceeds the expected with an unmatched level of inspiration, imagination and innovation to create the latest trends in entertaining. Tutera’s grandfather, a successful florist, first noticed his grandson’s artistic ability at an early age and encouraged David to pursue his destiny. At age 19, with the sound advice of his grandfather and only one client, David opened his own event planning business.

Today, David Tutera presides over an award winning company built from experience, dedication and Tutera’s natural talent for transforming the ordinary into the extraordinary. His name has become synonymous with style, elegance, creativity and vision. David Tutera has a natural talent for transforming the ordinary into the extraordinary. His name has become synonymous with style, elegance, creativity and vision.

Honored by Life & Style Magazine as “Best Celebrity Wedding Planner,” David’s impressive client list includes Jewel, Star Jones’ wedding, Real Housewife Taylor Armstrong’s wedding, Los Angeles Clippers’ Chris Paul’s wedding, NY Giants Antonio Pierce’s wedding, Shannen Doherty’s wedding and events for Jennifer Lopez, Matthew McConaughey, Brandy and Ray J, Jenni “JWoww” Farley, Lil’ Kim, the Official Post Grammy Parties in New York City, Elton John, Barbara Walters, the Rolling Stones, Nancy Reagan, Prince Charles, The White House, private events for the Vice President, Kenneth Cole, Tommy Hilfiger, Susan Lucci, The John F. Kennedy Center, as well as countless film premieres and celebrity parties for royalty, politicians and socialites.

Tutera has also designed events for several charities including the Prevent Cancer Foundation, the Alzheimer’s Association, DIFFA (Design Industries Foundation Fighting Aids) and the Make-A-Wish Foundation. David has made guest appearances on Today, Extra!, Good Morning America, The View, CNN, The Rachael Ray Show, The Talk, Steve Harvey, Wendy Williams and many more. In addition People, USA Today, In Touch, Wall Street Journal, New York Times, In Style, Cosmopolitan, Redbook, Bridal Guide and Town & Country have all featured his work.

Tutera has also made special television appearances in the popular daytime soap, The Young & the Restless and TV Land’s The Exes. David lives in Los Angeles with his husband Joey, daughter Cielo and their rescue dog Lucy.