Slow Season or Strategic Season? Your Call.

Hey friend,

Let's be real for a second. You just opened your calendar for January and saw... nothing. Maybe a lone inquiry from someone who "just wants the pricing info," in other words, they're just window shopping, and you'll never hear from them again.

Welcome to the photography slow season. It's cold. It's miserable outside. People just dropped a small fortune on holiday gifts. And the last thing anyone's thinking about is scheduling a photoshoot.

But here's the thing, an empty calendar in January doesn't mean you're failing. It means you're a photographer. This is literally the most predictable part of our industry.

According to multiple industry sources, the first few months of the year are typically very slow for photographers. People aren't thinking about having pictures taken; they're thinking about saving money after the holiday spending spree. So if you're staring at your booking calendar feeling like you should panic-post on Instagram or slash your prices, pump the brakes!

Instead, let's talk about three smart moves (and a few bonus tips) that'll keep money coming in AND set you up for a stronger start to the year.

Strategy #1: Valentine's Minis + 6 Bonus Smart Plays

Okay, we know. "Mini sessions" might make you roll your eyes. But hear us out.

Valentine's Day minis aren't just about the February 14th revenue. They're about reconnecting with your client base after the holiday chaos and pre-filling your spring calendar.

The Math Actually Makes Sense

• If you charge $800 for a full family session, don't price minis at $50

• Use the one-third rule: if your minis take one-third the time and deliver one-third the images, charge around one-third of your full session rate (roughly $250-$300)

• Book them back-to-back at one location for maximum efficiency

• With the right setup, you can knock out 8-10 sessions in a day

Start promoting in early January. Like, right now. Here's the schedule that works:

• December-January: Announce your packages and share sample work

• Early January: Offer limited-time mini sessions to create urgency

• Throughout January: Share behind-the-scenes setups, client testimonials, countdown posts

• Late January: Last-minute slots for procrastinators

The Secret Sauce: Make It Easy to Book. 
When you reach out about Valentine's portraits, casually mention your spring sessions too. "Hey, speaking of family photos, I'm opening up April dates soon if you want first dibs!" This dual approach strengthens client relationships AND pre-books your busy season.

Set Up Ideas That Actually Work:

• Classic: Red hearts backdrop with confetti and props from the dollar store

• Cozy: Indoor setup with blankets and warm lighting

• Outdoor: Golden hour shots with Valentine's seasonal flowers

• Sparkler minis for the bold (just check your venue's fire safety rules first lol)

Bonus Income Plays to Layer In

Valentine's minis are great, but you can also diversify with these strategies to make January strategic rather than just "slow."

Courses, Coaching, Education, Workshops: Use the slow season to build income streams outside client work.

• 1:1 mentoring or coaching sessions

• Editing or workflow tutorials

• Small group workshops

Past Client Print/Album Campaign: Re-engaging clients from the past 12–18 months who never ordered prints or albums:

• Personal emails with their best images attached

• Limited-time incentive (bonus print, upgrade, not discount)

• No acquisition cost, high margins, and warms them up for spring bookings

Corporate Headshot Push: Q1 is peak headshot season - promotions, new hires, LinkedIn refreshes.

• Target: real estate agents, law firms, financial advisors, coworking spaces

• Offer team rates or on-site headshot days

• Corporate clients = recurring annual revenue

Early-Bird Spring Pre-Booking: Fill your spring calendar now vs. scrambling in March.

• "Lock in 2025 pricing" or offer a bonus print

• Frame as "first dibs," not discounts

• Target past clients, your email list, and unconverted inquiries

Styled Shoot Investment: Slow season = freedom to shoot for your portfolio.

• Collaborate with vendors to split costs

• Go beyond weddings: editorial family, branding shoots

• ROI = year-round social content, website updates, and attracting ideal clients

Second Shooter Availability: Offer yourself to other photographers for Q1 bookings.

• Immediate income with no marketing needed

• Builds referral relationships

• Keeps skills sharp

• Simple pitch: "If you need a reliable second, I'm available."

Strategy #2: The Nonprofit Partnership Play

This one's different. Instead of chasing clients, you're putting yourself in rooms full of them.

The Pro Bono Portfolio Builder

Offer free or heavily discounted work TO nonprofits (not just for clients who book). This gets your work in front of their entire community.

Pick a Nonprofit That Aligns With Your Niche

• Pet photographer? Offer free adoption photos for your local animal shelter

• Newborn specialist? Document the NICU team or photograph NICU families

• Family photographer? Shoot their annual fundraising gala or volunteer appreciation event

Why This Actually Generates Bookings:

• You photograph their events: Gala attendees, board members, and major donors see your work firsthand and ask for your card

• Portfolio gold: Real, emotional images that showcase your style. A NICU family reunion or shelter adoption photos? That's marketing content money can't buy.

• They share your work: Nonprofits post constantly on social media. Every tagged photo is a free promotion to an engaged local audience

• LinkedIn reach: Offer free headshots for their board and staff. They'll share them, tagging you, and suddenly you're in front of professionals who can actually afford your rates

How to Structure It:

Reach out in early January: "I have availability in January and February and would love to donate my time to support [organization]. I could photograph your upcoming event, create headshots for your team, or document your programs in action."

Be clear about deliverables: "I'll provide 20-30 edited images for your marketing use, and I retain rights to use the images in my portfolio."

The Alternative: Donation-Per-Booking Model

If you'd rather generate immediate revenue while supporting a cause, you can structure it as:

"For every new <type> session booked in January and February, I'll donate $25 to <Local Nonprofit Of Your Choice>. Book by February 28th."

Here's the reality: This only works if the nonprofit actively promotes it to its audience (email blast, social posts, newsletter feature). Without their promotional muscle, you're just adding a donation to your existing pricing, which doesn't drive new bookings.

Make It a True Partnership:

• Ask them to feature you in their newsletter

• Request social media promotion (reshares don't count, you need actual posts from their account)

• Offer to create promo graphics they can use

• Consider co-hosting a mini session event where proceeds benefit their cause

One photographer emphasized you need genuine buy-in from the nonprofit, so they'll actively promote to their audience; this isn't just you using their name for goodwill points.

Strategy #3: Use Downtime Like a CEO, Not Doomscrolling in Bed

We see you. You've checked Instagram seventeen times today, hoping someone will magically inquire. Let's stop doing that.

The slow season is your annual gift of TIME. Here's what successful photographers do with it:

Audit Your Entire Client Experience

• Check your website contact info. Is everything current?

• Review your pricing and packages. Do they reflect 2026 costs?

• Update your portfolio with your best 2025 work (be ruthless, remove anything "meh")

• Test your mobile website experience (most clients browse on phones)

Review Your Numbers Like You Mean It. One source emphasized that photographers are often so "caught up in the day-to-day frenzy" that strategic planning slips away. January is your chance to:

• Analyze what sold vs. what didn't in 2025

• Identify which sessions were most profitable

• Calculate your actual cost of doing business

• Set realistic professional, personal, AND financial goals for 2026

Invest in Yourself

• Take that online course you bookmarked

• Join a photography mastermind or community

• Connect with other photographers who share your goals

• Update your skills in areas you've been avoiding (video, anyone?)

Plan Your Marketing For The Year. Stop winging it month by month.
Map. It. Out.

• When you run mini sessions

• Your busy season messaging

• Client appreciation touchpoints

• Content themes for each quarter

Get Your Systems Dialed In

• Create email templates for common client questions

• Set up automated workflows in your CRM

• Organize your file management system

• Update your contracts and forms

To Sum It Up

January's empty calendar isn't a warning sign. It's the industry standard.

Instead of panicking or desperately discounting, treat it like the strategic planning period it is. Run smart Valentine's mini sessions to generate February income and pre-book spring clients. Partner with nonprofits to build your portfolio and get in front of people who can actually book you. And use your downtime to actually BUILD your business instead of just scrolling through other photographers' highlight reels.

Before you know it, you'll be complaining about being too busy. And you'll wish you'd used this slow season more strategically.

And remember, every successful photographer you admire is dealing with the same slow season. The difference is what they do with it.

Now get off the couch and make January count.

Happy New Year 🎉
Team Aftershoot