Table of Contents
- Why charging a deposit is important?
- When should you ask for a deposit?
- How much should you charge as a deposit?
- How to ask for a deposit without scaring clients
- Set the expectation early
- Put it in your contract or invoice
- Keep the tone friendly and confident
- Make it easy to pay
- How to handle deposits in your invoice
- What happens if client cancels?
- FInal thoughts
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As photographers, we’ve all probably been there – a client books a shoot, everything seems good & promising, and then… silence. I imagine it as a dramatic void from some sci-fi scenario. They don’t answer your messages anymore and ghost you. Or, sometimes, just cancel last minute.
And here you are. Already blocked off your time, turned away other work, or even made some preparations like booking gear, arranging the location, and so on.
This is exactly when the deposit comes in.
Many photographers feel awkward when it comes to deposits, especially when you’re just starting out. There are a bunch of thoughts like “it will scare my client off,” “who the hell am I to ask for money upfront?” or “It’s way too formal — I’m not a big studio to do it this way. I wanna be a bro to my clients.”
The fun fact is that charging a deposit will scare only the clients you never wanted to work with. It’s not only normal — it’s professional.
A deposit protects your time, filters out unreliable clients, and creates a sense of mutual commitment. It’s a small step that can save you tons of your nerve cells and stress. And mainly — help your business run smoother.
Why charging a deposit is important?
We already touched on it, but just focus on it for a bit before going further. You’re blocking out your calendar, preparing gear, scouting locations, turning down other work, maybe even renting stuff or arranging travel.
Without a deposit, all of this is based on trust. But imagine the client cancels everything the day before. Time lost, your earnings are lost as well. And in the worst-case scenario — you owe money for location, gear, etc.
So briefly, why deposits matter:
- They protect your time. A deposit shows the client’s commitment. It actually says, “I want to work with you.” And it gives you confidence that your time won’t be wasted.
- They reduce no-shows. From my experience, people are less likely to disappear or ghost you when they’ve paid something. Even a small deposit makes a booking feel more “official.”
- They filter out unreliable clients. Quite often, if you see a lot of arguing about pricing and deposits in particular, it’s a sign that those clients might make your life harder later. A deposit naturally screens them out.
- They improve your cash flow. Obviously, a deposit helps you get paid sooner. That money can go toward preparation costs, rentals, travel, or just having a rest between shoots.
To cut a long story short: a photography deposit is about respecting your time and running your business with clear, professional boundaries.
When should you ask for a deposit?
And you answer me: obviously before you lock in the shoot!
Yes, it’s the simple truth.
You don’t want to confirm the date, scout the location, buy tickets — only to realize the client isn’t fully committed. That’s why photographers should charge deposits before officially booking the shoot.
And it doesn’t matter what kind of shoot it is — portrait session, event, wedding, or a full-blown commercial job — asking for a photography deposit upfront is a smart move.
Here are a few common scenarios that may help you figure out exactly when to ask for a deposit:
- Any time costs are involved upfront. If you’re spending on rentals, booking locations, or prepping in advance, a non-refundable deposit protects you from cancellations and lost money.
- After confirming shoot details. Once you’ve agreed on the type of shoot, timing, and price — it’s the right moment to send the invoice and request a retainer or deposit. If you’re wondering how much deposit to ask for as a photographer, we’ll get to that next.
- For large-scale or high-risk jobs. Weddings, commercial gigs, or long-travel jobs should always require a photography deposit. Any significant timeline should be a trigger for you. You’re blocking serious time and passing on other opportunities — the deposit secures both sides.
How much should you charge as a deposit?
There’s no strict rule here, but there are some common practices that work well for most photographers — and keep things fair on both sides.
Generally, the photography deposit amount sits between 20% and 50% of the total fee. The exact number depends on the type of shoot, your workflow, and how much risk or prep is involved.
Here’s how to think about it:
- For small shoots (like quick portraits or headshots) A 20–30% deposit usually works well. It shows commitment but keeps the barrier to booking low. The risks are also lower, so you only need to secure a small portion of your time.
- For big events (like weddings or multi-day projects) A 40–50% deposit is common — sometimes even higher, especially when you’re turning down other jobs or doing significant prep. For wedding photographers, it may even be 100% upfront due to overbooking risks and high demand.
- For last-minute bookings That’s a valid reason to ask for full payment upfront, especially if there’s very little time between booking and the shoot.
- Flat deposit vs. percentage Some photographers use a flat deposit (like $100 or $250), but a percentage-based deposit often works better as your pricing scales.
The key is to be confident and consistent. Having a clear deposit policy for photography clients makes you look professional — and avoids awkward conversations later.
Also: always explain how the deposit is applied to the total amount, and be very clear about whether it’s non-refundable.
How to ask for a deposit without scaring clients
“Won’t it scare people off?” “What if they say no?” “Is it too pushy?”
Totally normal thoughts. I was there too. But here’s the thing — the way you present it makes all the difference.
If you sound unsure, it might feel optional. Or even strange. If you make it sound standard (because it is), clients will rarely question it. Because it’s common.
Here’s how to make it smooth and stress-free
Set the expectation early
Don’t surprise them with it after everything’s agreed. Mention your photography deposit policy right from the first serious conversation — even on your pricing page or in your email replies.
Example
“To secure the date, I ask for a 30% deposit upfront. It goes toward the final balance and confirms your booking in my calendar.”
Put it in your contract or invoice
Back it up with a clear agreement — not just a casual message. Include the deposit amount, payment deadline, and whether it’s refundable. Tools like Onigiri help you include that in your invoice and avoid awkward follow-ups.
Also, I cover this deeper in how to invoice photography clients.
Keep the tone friendly and confident
You’re not begging. You’re not demanding. You’re just running your business like a professional.
Example
“Great! I’ll send over a quick invoice with the deposit to lock in your date. Once that’s taken care of, we’re all set to go!”
Make it easy to pay
Don’t create friction or obstacles. Include clear payment methods: bank transfer, credit card, online link — whatever works best for your client.
Remember, asking for a deposit doesn’t push good clients away. It builds trust. It tells them you’re organized, professional, and serious about delivering great work.
How to handle deposits in your invoice
We’re all set. You’ve agreed on the deposit. The next step is to make it official and clear: the invoice!
Here’s how to do it:
- Add the deposit as a line item. Label it clearly: “Booking Deposit (30%)”. If you’re using a percentage-based model, show both the deposit and total project cost so there’s no confusion.
- Show the remaining balance. Use a simple structure like:
- Total project cost: $1000
- Deposit paid: $300
- Balance due: $700
- Make it non-editable. Export your invoice as a PDF. This protects you and looks more professional.
If you want to skip the manual formatting, use a ready-made photography invoice template to make things easier. Get free photography invoice template →
What happens if client cancels?
You need to protect yourself if the client backs out — and this needs to be in writing. So here are the simplest things to do:
- Add a short cancellation policy to your contract or invoice. Something like:
“Deposits are non-refundable and secure your shoot date. Cancellations within X days may incur additional charges.”It could be just a small note at the end of the invoice, but it makes the agreement clear and predictable for both sides.
- Stay flexible if needed. You can always offer to move the shoot date once (especially for loyal clients), but set clear boundaries. Don’t be too bureaucratic if you want to build strong relationships.
FInal thoughts
Should photographers charge deposits?
Yes! 100 times yes!
And remember — good clients won’t be scared off by a deposit. They’ll appreciate your clarity and structure.
If you haven’t already, this is your sign to start including deposits in your invoices. Still don’t know why you need invoices? It’s you sign too to dive deeper!
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