Slow seasons are an inevitable part of running a photography business. Whether it’s the post-holiday lull or a random dry spell, that quiet inbox can feel discouraging—especially when you’re used to a packed shooting schedule.
But here’s the thing: a slow period doesn’t have to be a setback. In fact, it can be an opportunity in disguise—a chance to refocus, recharge, and lay the groundwork for future growth.
Instead of stressing over empty calendar slots, use this time to get intentional. There are smart, creative ways to keep the momentum going even when the bookings aren’t rolling in. From sharpening your skills and revamping your marketing to finding new income streams and giving your portfolio a glow-up, here are practical things you can do to make the most of the slow season—and set yourself up for an even stronger comeback.
Table of Contents
- Invest in Yourself
- Revamp Your Marketing
- Hit a Networking Stride
- Host a Print Sale
- Prep for the Busy Season
- Create Passive Income Streams
- Update Your Portfolio and Website
Invest in Yourself
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The first thing that I always turn to when my photography business isn’t doing as well as I want it to is investing back in the business.
While this may mean that I’m investing money into buying new equipment that I think will help me start a new revenue stream, like buying a drone for my real estate photography, it doesn’t always have to be a monetary investment. In fact, unless you have a really concrete idea about some photography gear that you know will help you create more revenue, I don’t recommend putting any money into this endeavor.
Instead, start investing in your own growth as a photographer. There are about a million videos available on YouTube to help you with everything from your editing to better understanding your camera to making more money (we have loads of free tutorials on this site too!). Use all of these free resources to the best of your availability, especially during down times in your business.
Revamp Your Marketing
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Another great way to revamp your photography business is by revamping your marketing.
The first thing that I recommend you do is get your social media strategy going. You should be on Instagram every single day. You should make sure that everything you’re posting on your Instagram is geared towards your ideal clients. So, don’t post a bunch of photos that you took for a friend’s wedding if you aren’t a wedding photographer. Conversely, don’t post a bunch of photos that you took for a friend’s wedding if you really want to be an elopement photographer.
Once you’ve got your social media marketing working to your advantage, you should start running ads on Facebook. I’ve gained so many clients for my photography business through Facebook ads. The problem is that you really need to know what you’re doing. Once again, there are tons of videos available on YouTube to help you learn everything you need to know.
One more marketing tip that I have is that you can do a session giveaway. If your photography business already has a good amount of followers on Facebook or Instagram or TikTok, this is a great way to really gain some notoriety. Make your followers tag your business and comment in order to enter.
Hit a Networking Stride
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I hate talking about networking because as soon as you say the word, ‘networking,’ people automatically think of these terrible conventions.
This isn’t the type of networking I’m encouraging you to do to gain more clients for your photography business. Instead, I’m suggesting that you start networking with other vendors and companies that work adjacently to your business in your town.
Say you’re a wedding photographer. You need to be networking with local venues and local wedding planners, since these are both businesses that will likely need to recommend a photography business like yours in the future.
If you’re a pet photographer, you could network with locally-owned pet stores. If you’re an event photographer, you could network with local event venues.
The point here is that whatever businesses are working adjacently to your photography business are probably also hurting right now. Just by showing up now, you could be building a great relationship for the future.
Host a Print Sale
One easy way to bring in revenue without having to bring in any new clients is by hosting a print sale. You can simply send out an email to all of your clients that you’ve worked with in the past letting them know that you’re hosting a print sale.
The key to making the most money with a print sale is to make sure that you’re working with a good printing company, because your clients will know if you’re skimping on quality. Outfits like Artbeat Studios – whom I’ve worked with for many years – are an excellent option for this kind of event.
On the one hand, you can get all sorts of prints like metal, acrylic, or canvas to suit different tastes and needs. On the other hand, these prints are available in many different sizes, again, to cater to what your customers want or need.
But, Artbeat Studios’ prints are also relatively cheap for how high their quality is. This means that you can still mark the prints up a lot (even during a “sale”). As a great example of this, Artbeat’s metal prints start at less than $20!
When you need to get cash flow going, a print sale is a great way to get your clients involved, get them excited, and showcase the kind of prints they can get now and in the future. And with a reliable partner like Artbeat Studios at your side, you can quickly make events like this a smashing success!
Prep for the Busy Season
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No matter how slow your photography business is right now, you know that it’s going to pick up soon. If you are like most photographers that I know, you’ll likely pick up beyond anything you can actually handle. So, take this downtime to prepare for your busy season.
Some examples of tasks that you can do right now to prepare your business for the future are: get your CRM system up to date, fix your pricing structure, plan your social media calendar, change your email templates, and make sure all of your files are backed up somewhere.
All of this busy work is stuff you’re not going to have time to do later. Of course, this type of busy work isn’t exactly thrilling, but it needs to get done at some point, so why not do it now?
Create Passive Income Streams
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When business slows down, it’s the perfect time to build income sources that keep working for you—even when you’re not actively shooting. Consider creating and selling digital products like Lightroom presets, posing guides, or photography e-books. If you specialize in a niche like weddings or portrait photography, your insight is valuable to others starting out or looking to improve their skills.
Another great avenue is print-on-demand services. Upload your best landscape, travel, or fine art images to platforms like Etsy, Society6, or your own website. These sites handle the printing, shipping, and customer service, allowing you to focus on creating.
You could also explore teaching. Offer online mentoring sessions, workshops, or even a short course on Skillshare or Teachable. Passive income streams take time to set up, but once they’re rolling, they offer stability and freedom—helping to cushion those slow seasons while keeping you engaged and growing.
Update Your Portfolio and Website
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When you’re swamped with clients, your website and portfolio often fall to the bottom of the to-do list. Use the downtime to give them the love they deserve. Start by removing outdated images and replacing them with work that reflects your current style and skill level. Make sure your portfolio showcases the kind of clients you want to attract.
Next, revisit your website copy. Does your “About” page still reflect who you are? Are your services clearly laid out? Is it easy to inquire or book a session? Small tweaks can make a big impact. Also, check that your site is mobile-friendly and loads quickly—both matter a lot to potential clients.
This is also a great time to add fresh blog content or SEO-friendly pages. Writing about past sessions, behind-the-scenes looks, or photography tips can improve your visibility online and build trust with your audience. A polished, up-to-date website helps convert browsers into bookings when things start to pick back up.
With attention to these critical business tasks, you can make the most of your time while business is slow, ensure your income stays more balanced, and be ready for when things get busy again!
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Learn More:
- Smart Investments for Your Photography Business
- How to Manage Your Time and Clients as a Photographer
Hero photo by Stakhov Yuriy via Shutterstock
