Slow Season Secrets
If you’re a photographer in Australia, you know the cold months tend to be quieter. But quiet doesn’t have to mean crisis. Slow season is not a sign you’re failing – it’s normal in our industry, especially when you photograph families or weddings. So I want to encourage you to take it as an invitation to pause, plan, and pivot.
Let’s talk about how to make the most of winter without losing your mind (or your income)
1. Start the Conversation Now
Don’t wait until June to start scrambling. Get your winter messaging out there early – May is the ideal time for planting the seed. Talk about why winter is actually amazing for photos: softer light, moody tones, fewer crowds, beautiful textures, and dreamy landscapes. Share past winter sessions in your feed and stories. Romanticize the season a little!
2. Plan Winter Offers
Yes, your usual bookings might dip. But it doesn’t mean there is zero income to be made in this season. Explore limited-time winter specials, promote bundle offers, and lean into the season with cosy indoor sessions. Explore collaborations with local venues or stylists for indoor setups, or expand into branding photography and encourage your mum-preneur clients to refresh their headshots before EOFY.
Make it exciting, not desperate. People are still spending money – they just need a reason to book with you right now.
3. Use the Time Intentionally (Instead of Freaking Out)
The worst thing you can do during a slow season? Spiral.
See the space as a gift; the time to work on your business that you probably crave the rest of the year. Now’s the time to make a list of those jobs that get pushed to the side in the busy summer months:
Update your workflow and email copy.
Review your pricing, update your cost of doing business, and check your profitability.
Set up email marketing automations and start emailing your client list.
Refresh your portfolio and website.
Dream up creative shoots that light you up again!
This is the deep work that busy season doesn’t let you do. So do it now while you’ve got the bandwidth.
4. Lean Into Creativity
Use winter to experiment. You’re not under pressure to deliver ten galleries a week – so go play!
Do a model call for a concept session you’ve always wanted to try.
Shoot in wild locations.
Try a new editing style or workflow.
You’re allowed to make art just because you want to, and you can really allow that creative energy to burn bright when you don’t have clients breathing down your neck.
6. Use Seasonal Events to Spark Mini Session Ideas
One of my biggest events of the year is my Wattle Mini sessions in July! Instead of stressing about slower winter bookings, I’ve found a way to turn the beautiful bright flowers into a signature shoot that consistently sells out! Winter has plenty of built-in opportunities for marketing if you look for them:
- Mother’s Day
- Cosy fireplace sessions
- Branding minis
- School holiday specials
- Christmas in July
- Father’s Day (you can shoot these in winter for delivery in early spring)
One of the biggest mindset shifts photographers need is accepting that some seasons are slower… and that’s normal. You don’t need every month to be a record-breaker. What you do need is a business model that anticipates the dips and so that you manage your money properly during the peaks. You should still be able to pay yourself a consistent salary during winter. That’s the goal.
Winter isn’t the enemy. It’s just a different rhythm. Prepare for it, market creatively, and trust that your business can thrive even when the leaves fall off the trees.
Ready to work on those systems this winter? The Tidy Tog is here to help – from just $1250 we can take the admin off your plate and save you the headache. Let’s chat!
