How to Set Your Prices as a Wedding Planner (Without Underselling Yourself)
Photo by Hillary Taylor
Let’s be real—pricing your wedding planning services is one of the hardest parts of running your business. You don’t want to charge too much and scare people off… but you also don’t want to charge too little and end up resenting every second of the job (been there).
Hi, I’m Gabby—wedding planner of 12+ years and mentor to wedding pros like you. If you’re struggling with how to set your prices, create packages, or raise your rates with confidence, this post is for you.
Let’s break it all down.
Step 1: Know Your Costs
Before we talk profit, let’s make sure you’re not losing money.
Even if you work from home with minimal equipment, you still have expenses:
Website domain + hosting
Emergency kit supplies
Assistant pay
Travel costs (even if it's just gas!)
Insurance
Software + tools
Education or conferences
Start by adding up all your costs for the year and breaking them down per event. At the very least, you should be covering those. From there, we add profit.
Step 2: Research Your Market
Every city has different norms for pricing and packages. The way planners charge in NYC is totally different from how we do it in small-town Tennessee. So…
Google other planners’ packages in your area (many have them on their websites)
Join Facebook groups for planners and search keywords like “pricing” or “packages”
Connect with local planners or vendors for honest coffee chats
And remember: you get to start somewhere and evolve over time. But where you start can shape how you’re perceived—so if you’re aiming for mid-range or luxury, avoid launching with $500 pricing if you can help it.
Step 3: Understand Your Value
If you offer what everyone else does, you’ll feel pressured to match everyone else’s prices.
But if you specialize—in multi-day events, adventurous elopements, cultural weddings, or full-service design—that’s what allows you to charge more.
Think about what makes you different:
Do you thrive in remote, outdoor weddings with no cell service?
Do you offer high-touch design and planning support?
Are you known for your calm presence on chaotic days?
Figure out what sets you apart—and charge accordingly.
Step 4: Choose a Pricing Model That Fits
There’s no one-size-fits-all approach, but here are the most common wedding planner pricing models:
🔹 Hourly
Great for beginners who want to track how much time they spend
Helps you learn where your time really goes
Use this data to set flat fees later
🔹 Flat Fee
Includes time, expenses, and a profit margin
Example: $3,500 for Wedding Management, $8,500 for Full Service
Ideal if you know your average hours per wedding
🔹 Percentage of Budget
Common in luxury markets (e.g. 15% of total budget)
Always set a minimum to protect yourself if the client reduces their budget
Clients need to understand the value to agree to this model
✨ Pro tip: Track your time! Even if you don’t charge hourly, knowing how many hours you spend per package helps you price smarter.
Step 5: Create Clear, Aligned Packages
Start simple. I recommend offering:
Wedding Management (aka "Month-Of") – Just don’t call it day-of
Full-Service Planning – Start to finish support
Optional:
3. Design + Wedding Management – A hybrid package with limited vendor sourcing and design guidance
Whatever you choose, make your deliverables crystal clear. I use a Canva brochure that outlines exactly what’s included, and we attach it to the client’s contract. We even have a section labeled “Your Role / Our Role” to avoid any confusion.
Common Pricing Mistakes to Avoid
❌ Underpricing from the start
Start mid-range if you can. It’s easier to scale up from there than to climb out of a “budget planner” perception.
❌ Not accounting for hidden costs
Taxes, gas, software subscriptions, assistant wages—those add up fast.
❌ Doing too much for free
I get it—you want to get your foot in the door. But offering full-service planning for exposure? That’s a quick path to burnout. If you want experience, work for another planner and get paid to learn.
❌ Overcomplicating your packages
Don’t offer everything under the sun. Keep your packages clean, aligned with your zone of genius, and easy to understand.
❌ Not raising your rates as you grow
You’re gaining skills, systems, and referrals every year. Don’t be afraid to give yourself a raise.
Final Thoughts: Charge for the Business You Want, Not Just the One You Have
If you take anything away from this post, let it be this: you’re allowed to be profitable and passionate. Pricing isn’t just numbers—it’s about boundaries, value, and building a business that supports your life.
Ready to take this deeper?
👉 Join my YouTube Membership for exclusive trainings, real client scenarios, and live Q&As where we talk about this stuff in depth.
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Got pricing questions? Leave a comment or DM me on Instagram @gabbypinkerton. I’m always happy to talk shop.
