Today, I want to talk about the biggest wedding pricing mistakes keeping wedding planners stuck under $100K. If you’ve been in the wedding industry for a while but still feel like you’re spinning your wheels financially, you’re not alone. One of the biggest challenges wedding planners face is figuring out pricing—how much to charge, when to raise rates, and how to make sure their business is actually profitable.
Your pricing directly impacts your business success. If you’re still earning under six figures, chances are, you’re making common pricing mistakes that are holding you back.
As someone who has been in the wedding industry for over a decade, I’ve seen planners consistently underprice themselves, struggle to understand how many weddings they need to make $100K, and resist raising their rates… even when they know they should. If you’ve ever found yourself wondering, “How much should I charge as a wedding planner?”, my hope is that this post will give you the clarity and confidence to fix your pricing and increase your profits.
And if you’re really serious about growing your wedding planning business to the $100K mark and beyond, I want to invite you to join me for a FREE, LIVE masterclass I am teaching soon…
The $100K Playbook: A Free Live 60 Minute Masterclass With Wedding Planning Expert Candice Coppola
Learn The Proven Framework Successful Wedding Planners Use To Hit $100K, Book High-Budget Clients, and Build a Profitable Business.
Most wedding planners never break $100K—not because they aren’t good at planning weddings, but because no one ever taught them how to run a profitable business.
If you think the secret to a profitable wedding planning business is working harder, saying yes to everything, and booking as many weddings as possible… I hate to break it to you, but you’ve been sold a lie.
More weddings don’t automatically mean more money. More hustle doesn’t guarantee more success. In fact, trying to juggle everything is exactly what’s keeping you stuck, burnt out, underpaid, and wondering if you’ll ever hit $100K without running yourself into the ground.
The real path to six figures? It’s doing less – but doing it better. It’s about working smarter, streamlining your business, and focusing on the things that actually make a difference.
Click here to learn more about this free, live masterclass and reserve your seat now >>
Okay, let’s get back to this article!
1. Charging Hourly Instead of Value-Based Pricing
One of the biggest wedding pricing mistakes I see wedding planners make is charging an hourly rate instead of pricing based on the value of their services. Many planners start off thinking that charging by the hour is the fairest and most straightforward way to price their work… but this ends up limiting your earning potential and undervalues your expertise.
The Problem with Hourly Pricing
Charging by the hour might seem logical at first, but it comes with major downsides that can hold your business back. Here’s why.
- It caps your earning potential. There are only so many hours in a day. If you rely on hourly billing, you’re stuck trading time for money, making it impossible to scale your income without working more.
- It doesn’t account for experience. A seasoned planner might solve a problem in five minutes that would take a new planner five hours. Should you be paid less just because you’re faster and more efficient? Of course not! Your expertise should be factored into your pricing.
- It makes pricing unpredictable. Clients prefer clear, predictable pricing. If they don’t know upfront what they might owe, they will hesitate to book. Transparent pricing is so important for conversions. Especially with Gen Z!
Why Value-Based Pricing Works Better
Instead of focusing on how many hours you work, focus on the transformation and experience you provide. Your clients aren’t paying for just time. They’re paying for:
- Your expertise and ability to problem-solve quickly.
- Your vendor connections and insider access to the best professionals.
- Your ability to reduce stress and guide them through an overwhelming process.
- The confidence and joy they get throughout the planning process and on their wedding day knowing that their wedding will be flawlessly executed without them worrying about every detail.
That’s worth a pretty penny friend (and likely a lot more than what you’re charging!).
2. Underpricing Because of Fear
Pricing is one of the most emotionally charged decisions wedding planners face. It’s not just about numbers… it’s about self-worth, confidence, and the fear of losing potential clients. Theres a lot of mental work at play. And in my experience as a business coach (and former wedding planner), many planners assume that lower prices attract more clients, but the reality is the opposite.
Budget pricing often brings in the most difficult clients (and scares away those who actually value expertise). These clients tend to be the most demanding, high-maintenance, and difficult to please because they don’t see the true value of a wedding planner—they only see the price tag.
Signs You’re Underpricing Out of Fear:
- You hesitate to state your price because you’re afraid of rejection. You constantly second-guess yourself when sending out proposals and feel nervous that clients will say, “That’s too expensive.”
- You keep discounting or offering “special deals” just to book clients. You lower your price at the first sign of hesitation from a potential client, fearing that sticking to your rates will push them away.
- You compare your prices to other planners constantly, worried you’re charging too much. Instead of focusing on your own expertise, experience, and value, you let competitors dictate what you should charge.
How to Stop Undervaluing Your Services
Luckily for you, I’ve been where you are, and I have some practical advice so you can stop making these wedding pricing mistakes.
1. Shift Your Mindset: High Prices = High Value
The most successful wedding planners know that pricing isn’t just about affordability—it’s about perceived value. If your pricing is too low, potential clients assume you’re inexperienced, struggling, or unable to deliver high-end results.
Instead of pricing for affordability, price for value. Couples who truly want a stress-free, well-executed wedding experience will happily invest in a planner they trust—regardless of price.
2. Analyze Your Workload & Time Investment
Many planners drastically underestimate how much time they dedicate to each wedding. If your pricing doesn’t accurately reflect the full scope of your work (including client meetings, venue walkthroughs, vendor coordination, timeline creation, last-minute troubleshooting, and day-of execution) you’re undercharging.
3. Raise Your Rates Incrementally
You don’t have to double your prices overnight. If you’re nervous about increasing your rates, start small.
- Raise your pricing by $500 for the next three inquiries and see how clients respond.
- If you’re still booking at the same rate, raise them again.
- Track your conversion rate and adjust as needed.
Chances are, you’ll find that higher prices won’t scare clients away. In fact, they’ll respect your expertise more because of it.
3. Taking on Too Many Clients Instead of Raising Rates
Next on the list of wedding pricing mistakes, booking way too many clients. A lot of wedding planners try to reach $100K by taking on as many clients as possible. They think, “If I just book more weddings, I’ll hit my goal.”
But here’s the problem… you’ll burnout. 100% of the time.
When you focus on volume instead of raising your pricing, you run into several major issues:
The Problem with High-Volume, Low-Priced Bookings:
- You stretch yourself too thin, leading to poor client experiences. When you’re juggling 20+ weddings a year just to make ends meet, details slip through the cracks. Clients don’t get the attention they deserve, and you feel like you’re constantly playing catch-up.
- You work long hours without making a real profit. Working non-stop to hit $100K means sacrificing quality, personal time, and overall satisfaction in your business. The goal should be earning more while working less and making more.
- You can’t provide high-end service because you’re overwhelmed. Luxury planners can charge $10,000+ per wedding because they deliver a premium experience. If you’re constantly rushing from one wedding to the next, you don’t have time to elevate your services—which means you’ll always be stuck working more for less.
Instead of asking, “How many weddings do I need to make $100K?”, ask: “What price do I need to charge so I can hit $100K while maintaining balance?”
The goal isn’t just to make six figures—it’s to do it without working yourself into the ground.
Reduce Your Workload With Automation & Systems
While we’re here, it’s worth talking about how you can reduce your workload right now, regardless of how many weddings you already have on your calendar. One of the best ways to charge a premium price without working yourself to the ground is by leveraging automation and systems. You can use tools like HoneyBook and Flodesk to automate:
- Client onboarding
- Payment reminders
- Scheduling and follow-ups
This frees up valuable time so you can focus on delivering a premium experience.
4. Not Reviewing & Raising Prices Annually
If you haven’t raised your rates in the past year or two, you’re already behind.
Wedding planner pricing in 2025 is higher than it was even a year ago, and if you’re still charging 2021 rates, you’re undercutting yourself (and possibly losing out on your ideal clients). Many wedding planners hesitate to raise prices because they fear pricing themselves out of the market, but the reality is, clients expect price increases. Not after they book you, but trust me they won’t bat an eye if the friend they refer pays slightly more.
On top of that, inflation affects your bottom line. The cost of software, marketing, travel, venue walk-throughs, and other business expenses has likely increased over time and if you haven’t accounted for that, you’re making less profit per wedding than you were a few years ago.
How to Avoid These Wedding Pricing Mistakes:
- Review your pricing every six months and adjust based on demand, experience, and inflation. If you’re booking up too quickly, that’s a strong indicator that you should be charging more.
- Look at what similar planners in your area charge to make sure you’re staying competitive. However, don’t set your prices solely based on your competitors—factor in your experience level, expertise, and the value of your services.
- Consider tiered pricing structures. If you’re hesitant about raising rates for all your services at once, start by increasing the price of your most in-demand package while keeping a lower-tier option available for budget-conscious couples.
By making annual or semi-annual pricing adjustments, you ensure that your business remains profitable, competitive, and sustainable. The key is to be confident in your rates and communicate the value of your services clearly.
Stop Making Those Wedding Pricing Mistakes!
If you’re still stuck under $100K, chances are, you’re making one or more of these wedding planner pricing mistakes. The good news? You can fix them—and finally price your services for (a lot) more profit.
If you’re ready to make more money as a wedding planner (and enjoy your business more), I want to invite you to join The Planner’s Playbook—the go-to membership for wedding planners who want to book dream clients, refine their business strategy, and grow without burnout. Inside, you’ll get advice from me (in office hours and weekly lives), plus you’ll get access to a supportive community of planners who are scaling their businesses and making over $100K (just like you!). I’d love to welcome you inside!
Explore More Wedding Industry Resources
- Is Month-of Wedding Coordinator A Niche? The Truth About This Wedding Planning Service
- Should You Increase Your Price? How to Know When It’s Time to Raise Your Rates
- 4 Tips for Creating a Preferred Wedding Vendor List as a Wedding Planner
- How To Find Your Niche In The Wedding Industry: 5 Steps For Niching Down
- The Ultimate Checklist for Wedding Coordinators
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- What Does A Wedding Coordinator Do? Here’s Everything They’re Responsible For
- 7 Wedding Planner Canva Templates You Need Right Now
- Why You Should Write A Business Plan For Your Wedding Business
- How to Start a Wedding Planning Business
- The Best Wedding Planner Podcasts To Grow Your Business
- A Complete List of Wedding Planner Expenses
- 7 Wedding Planner Canva Templates You Need Right Now
- How To Get A Wedding Planner Job
- 9 Mistakes to Avoid When Starting your Wedding Planning Business
- How To Get Wedding Clients When You’re Just Starting Out
- How Much Does It Cost to Become a Wedding Planner?
- How To Become A Wedding Planner With No Experience
For More Wedding Industry Business Secrets, Follow Me on Instagram
I’ve come to realize that many of us want to have a village, but we don’t recognize that we have to be a villager first.
My friend carla @c10ike is one of those rare exceptions and I want to introduce you to her!
When I started my planning business, I had no contacts and no real idea what I was doing. I was so green it makes me laugh to look back on it now!
And somehow, I got lucky enough to be taken under the wing of this incredible woman who showed up for me then when I was a little baby business owner, and has kept showing up ever since in more ways than I could possibly count.
She’s taught me so much over the years, and I don’t mean in the traditional sense of teaching someone something. She simply lived her life, and I paid attention.
She modeled what it means to be a friend.
A sister.
A daughter.
A wife.
A mother.
A business owner.
A boss.
I learned generosity by watching her be generous.
Compassion, connection, leadership… none of it came from advice. All of it came from the way she carries herself and the way she treats the people around her.
She has taught me more than she will ever know by the sheer act of living loudly and joyfully in every corner of her life.
I am so lucky to call her my friend. So lucky to be one of the many, many people she has been a villager for.
Carla thank you for letting me grow up right beside you. I love you. 🤍
DAY ONE // WPI Spring Retreat 💜
This was our first real day together! The theme of this whole retreat was refinement, so we wasted no time getting into it on Day 1!
The women shuttled up to my home, walked through the gate to mimosas and the biggest hugs, and got their welcome totes filled with goodies I curated from female owned businesses that were mostly local!
Then we settled in, did some tapping to manifest all the answers we needed for the week, courtesy of our very own @ashley.peraino (who couldn’t join us this year, but was SO THOUGHTFUL to record a video for us!)
I opened with a talk on complexity, discernment, and self-trust (today’s podcast episode, BTW) simplifying your business and actually trusting yourself to lead what’s left.
From there the room took over. We had three incredible member gives: @c10ike on trusting your creative instincts, @ininkweddings on refining your creative POV, and @welldressedevents on generating real revenue through Google Ads (it’s giving… LEADS 😉).
In between we had small group discussions, hot conversations about where instinct and POV are out of sync, a homemade Caribbean lunch, and an afternoon of poolside snacks and conversation.
This is what the WPI room looks like. A talented group of women who came with one big business question and spent day one getting closer to the answer while having fun and getting their brains stretched!
All these gorgeous moments captured by our retreat photographer + my business bestie @c10ike 💜💜💜
Do it or delete it.
I said this recently to a coaching client, and now it’s sort of become our mantra inside WPI, because almost every business owner I know has a to-do list with 47 things on it (the same 47 things that were on last week’s list, and the week before that).
They don’t get done. They just travel from week to week collecting guilt, and that guilt somehow makes it even harder to get anything done at all.
After years of coaching women through this, you start to realize that most of those tasks don’t actually have dire consequences if they never happen. They just feel important because they’ve been living on your list rent-free for six months.
I want you to look at your to-do list right now and choose.
You do it… meaning you do it right now or at the very least put it on the calendar with a real deadline.
You delegate it… but only if it’s actually worth someone else’s time, not because you’ve been avoiding it and want to make it someone else’s problem.
Or you delete it… and I mean actually delete it, not shuffle it to a “someday” list where it will haunt you until 2027.
The guilt you feel about your undone tasks won’t go away if you magically “get more productive.” Instead I want you to see it for what it is: a list-curation problem.
What’s one thing you’re deleting today?
PS: I can confidently say these @aritzia sweatpants are 10/10
Syd from @ininkweddings spent $$$$ on a rebrand... and a year later, her gut told her to do it again.
She listened, and that’s how Messy Luxury™ was born.
The Behind the Brand series is BACK on the podcast, and this episode is one of my favorites yet. I’m excited to introduce you to Sydney Meyer (AKA ya girl, SYD) – a talented, vibrant, and dynamic wedding designer / planner based in Austin but serving clients worldwide.
I’ve been coaching Syd inside WPI since 2022, so I’ve had a front row seat to her evolution.
I’ve gotten to watch her build an iconic brand from the inside out, and it’s been one of the great joys of my coaching career. I’m so excited for you to hear her journey and some of the interesting twists and turns she’s encountered because boy, are they RELATABLE.
In this episode, we get into:
- What inspired her to start In Ink
- Why her first rebrand still didn’t feel right and how she knew
- The rock-bottom moment that forced her to build a business for HER, not everyone else
- How she trademarked Messy Luxury and turned it into the most recognizable design philosophy in Austin
If your business doesn’t feel like you anymore or if you’ve been searching for your unique creative POV, you’re going to LOVE this week’s episode!
Drop MESSY LUXURY in the comments and I’ll send you a link to listen!
A special shout out to all the photographers whose images reflect Syd and her great work: @alicialeighphoto @anastasiastratephotography @fallonstovallphoto @lightasgold @natalienicolephoto @haleyfolkman.photo @c10ike
Some of the links used in this blog post are affiliate links. When you purchase something, our company receives a small compensation at no cost to you. This compensation helps to maintain the cost of creating helpful content, like our podcast, so you can build a profitable business with purpose.
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