Photography Print Pricing: How to Set Your Markup

hotography print pricing is one of the most common questions we hear from photographers getting started with their CloudSpot storefront, and honestly, we get it. No one talks about this stuff enough. While we can't hand you a one-size-fits-all number (because one doesn't exist!), we can walk you through exactly how to think about it — from understanding your costs to figuring out what your market will support to building the confidence to actually charge what your work is worth.

If you've ever stared at a blank pricing page wondering "what do I even put here?" ... keep reading.

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What is a print product markup? 

Simply put, a print markup is the dollar amount added to the base cost to you of something you sell from our lab partners.(i.e. You want to sell a 4x6 print to your clients for $3. The lab cost is $1, so that means your markup and profit from that item would be $2). In your CloudSpot Storefront, your markup can be set based on a percentage of the cost to create the print or product. Keep in mind, this product markup will be added on top of the cost of goods sold (COGS), or base price of the item from the print lab of choice. As a CloudSpot paid user, you’ll keep 100% commission from your print/product markups, so be strategic here when drafting out your pricing list. 

Wondering how to be strategic? You’re in the right place! 🙌

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How Do You Set Photography Print Pricing?

Here's a simple framework to work through:

1. Start with your cost of goods — Pull up your Catalog Pricing page in CloudSpot and note the lab base cost for each product you plan to sell
2. Factor in your time — Consider how long it takes you to set up packages, consult with clients about prints, and review orders before they go to the lab
3. Account for fulfillment type — Auto-fulfilled orders require less time; custom or hybrid orders involve more hands-on work, which should be reflected in your pricing
4. Do your market research — Look at what comparable photographers in your area and niche are charging to get a general sense of the range
5. Set a markup that meets your income goals — Work backwards from what you want to earn and make sure your print pricing is pulling its weight
6. Remember sales tax — Consult a tax professional and set your tax rate inside CloudSpot once you know what applies to your state

Start with your Cost of Goods

How much does it cost for you to get prints printed? Luckily, your CloudSpot account makes it easy, automatically listing print lab base prices on your Catalog Pricing Page as “Cost”. We also add a base markup for you when your Store is activated, but always suggest you edit this markup specifically your business needs and desired income. CloudSpot has two ways you can add markup: per print product or bulk by percentage.

Per Print Product Markup:

Bulk Markup:

When you think about markup, it’s important to consider any time and resources you’ll be putting into print sales on your end as the photographer. 

• How many hours did it take you to make your packages?
• How much time did you talk with the client about print products and whether or not they will purchase any? 
• Will you be reviewing and approving each auto-fulfilled order before it is sent to the lab? 
• Do be sure to include a markup to account for your time. 
  

Your time is valuable. 

Will you be selling any prints via auto-fulfillment, custom-fulfillment, or both (hybrid)? If custom or hybrid, factor in all of your costs of print creation, including the price of the physical product, deliverables, packaging, and your time spent processing, printing, and assembling final prints. All of these items are value-adds for your client and expenses for your business. Add it all up and add it all to your print/product pricing to ensure you’ll be profitable.

We also wanted to include a quick reminder to factor in sales tax under your Cost of Goods Sold. While this will vary from state to state, meaning we can’t give specific recommendations, after you’ve consulted with a tax professional, know that you can set your tax rate in CloudSpot. Click here to learn more about tax rates.

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Market Research

A quick note on market research: you're not looking to copy another photographer's prices, but you do want a general sense of what clients in your area and niche expect to pay. Look at what local photographers are charging for similar products, and consider your photography specialty too — wedding clients often have different budgets and expectations than senior portrait clients, for example.

Print markups typically range from 30% to 800%. That's a wide range, and where you land depends on your brand positioning, your market, and the quality of work you're delivering. Don't let the range intimidate you — it just means there's room for every kind of photography business to price confidently.

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Know Your Yearly Income Goals

This one's big, so we're going to say it plainly: do you know how much you want (and need) to make this year? Your print pricing should be working toward that number, not in spite of it.

Once you know your income goals, think about what role print sales will play. Are prints a nice bonus on top of your session fees, or are they a meaningful piece of your yearly revenue? Either answer is valid — but knowing it changes how you approach your markup. If prints are central to your income, price accordingly. If they're supplemental, you have more flexibility.

The point is to look at the whole picture so your pricing decisions are intentional, not accidental.

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Identify your ideal client needs

As you determine print markup pricing, think about  what it is your ideal client is wanting and needing for your specific type of photography. For wedding photographers, prints, canvases, albums, and cards are great. For brand photography clients, it may be a little different. You know what your client may want better than they do. What do you suggest in products for your client to cherish their memories best?

Within your CloudSpot Storefront, there are countless options available including prints, canvases, albums, cards, and more. You’ll want to make your client’s shopping experience easy and clear by providing options that meet their needs at price points that match their experience and expectations of your business. 

As you filter through product options to set print markups, consider the types of products and size options that your ideal clients would like to purchase and eliminate sizing options and products that don’t fit the bill. Oftentimes, a curated list of goods based on your ideal client’s unique needs yields more sales because your consumer isn’t overwhelmed by countless options. Decision fatigue is a common issue with extensive print lists. 

By identifying your ideal client’s needs (And then catering your offerings to this!), you’ll make their purchasing process fast, easy, and clear that they are getting the best of the best! This limits client tendencies to second guess a purchase and expedites their ordering process. 

Keep in mind: you can always create more than one Storefront Catalog, so know that you are not locked into one Catalog. If you serve a number of niches, you can always create a unique catalog based on the types of galleries you deliver. This is an amazing way to speak to the exact needs of your clients while saving so much time on your end. 

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Lastly - Let’s talk about confidence 

If you’ve added up the numbers and you are starting to look at the final price of your prints and products and are thinking… “Will someone really pay that for a print from me?!” know you are not alone! 

This is one of the most common things we hear from many photographers who are setting their print pricing and markups. Clients are looking for more than just digital items— allowing clients to purchase quality prints from someone they trust is a huge value-add. Believe it or not, most photographers markup their print pricing 300 - 800% on top of the cost of goods sold.

Your work holds much more value than just the base printing cost… your time, talent, skillset, and expertise should be reflected in your print pricing!

In 2021, Clients purchased almost 240,000 prints and products through CloudSpot Storefronts. 🤯 That right there should tell you everything you need to know! Clients are ready to invest in prints and products, so why shouldn’t they buy from you? Don’t sell yourself short!

We know pricing can be a daunting topic, but we are confident that your prints and products are worth the investment. A little bit of intentionality with pricing goes a long way!

Start Selling Prints Through CloudSpot

Once you've landed on your print markup strategy, setting it up in CloudSpot takes just a few minutes. Head to your print store to get your catalog pricing in place, then connect it to your client galleries so clients can order directly from their delivery.

Start your free CloudSpot account today.

Already on CloudSpot? Log in and head to Store > Catalogs to update your pricing now.

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Frequently Asked Questions About Photography Print Pricing

What is a good markup for photography prints?
Most photographers mark up their prints anywhere from 30% to 800% above lab cost, with 300 to 800% being common among established photographers. The right markup for you depends on your market, your brand positioning, and your income goals. CloudSpot's Bulk Markup tool makes it easy to apply a percentage across your entire catalog at once.

How do I figure out what to charge for prints?
Start with your lab cost (visible on your CloudSpot Catalog Pricing page), then factor in your time, fulfillment type, and market research. From there, work backwards from your income goals to make sure your pricing is supporting your business, not undercutting it.

What is the difference between auto-fulfillment and custom fulfillment for print orders?
Auto-fulfillment means orders go directly from your client's gallery to your chosen print lab, which handles printing and shipping automatically. Custom fulfillment means you handle printing and delivery yourself. Hybrid catalogs let you mix both. Your fulfillment method affects how much time you invest per order, which should factor into your markup.

Do I need separate print pricing for different session types?
You can, and it's often a good idea. CloudSpot lets you create multiple catalogs, so you can have different products and pricing for weddings, families, seniors, and any other niche you shoot. This lets you tailor your offerings and price points to each type of client.

How does CloudSpot handle print sales and commissions?
CloudSpot paid users keep 100% of their print markup commissions. CloudSpot charges only a 2.5% fee on sales, one of the lowest rates in the industry, meaning more of your print revenue stays in your pocket.