Setting the right price for your wedding planning services is crucial, but how do you figure out what your competitors are charging—without resorting to secret shopping? Pricing transparency in the wedding industry can be tricky, but with the right strategies, you can ethically gather insights while maintaining professional integrity.
In this post, I’ll share six ethical ways to research competitor pricing so you can confidently price your services while staying true to your brand.
1. Leverage Industry Reports & Market Research
Before diving into competitor analysis, start with big-picture industry benchmarks. Reports from Think Splendid, The Wedding Report, and local business bureaus often provide market insights, including average pricing for wedding services in your area.
📌 Action Step: Look for wedding industry pricing surveys, join professional associations like WIPA or ABC, and check local wedding blogs for cost breakdowns.
2. Network with Industry Peers
Building genuine relationships with fellow planners and vendors can open doors to honest conversations about market trends. While planners might not share their exact pricing, they may offer general insights into pricing structures, service tiers, and client expectations.
3. Analyze Competitors’ Marketing & Websites
Many planners hint at their pricing through their website, social media, and blogs. Even if they don’t list exact numbers, the way they describe their services can reveal whether they position themselves as budget-friendly, mid-tier, or luxury.
📌 Action Step: Check competitor websites for terms like “starting at,” “custom pricing,” or “investment begins at”. Look at how they market their experience and clientele.
4. Consult Trusted Vendors
Your vendor partners—venues, photographers, florists—often work with multiple planners and have insight into local pricing trends. Building strong relationships with vendors can help you gauge where your services fit in your preferred market without direct competitor inquiries.
📌 Action Step: Ask trusted vendor partners about what couples typically spend on planning services and how planners in your area structure their pricing.
5. Utilize Online Reviews & Wedding Forums
Couples sometimes share their actual vendor costs in online reviews and wedding forums. Platforms like Google, The Knot, WeddingWire, and Reddit can provide helpful insights into pricing expectations.
📌 Action Step: Search wedding forums using keywords like “wedding planner cost in [your city]” to find real-world discussions.
6. Conduct a Wedding Budget Case Study
If you have a past client who considered multiple planners before choosing you, they might be willing to share how pricing influenced their decision. Without asking for specifics, you can learn whether you’re underpricing, overpricing, or right in line with the competition.
📌 Action Step: Ask past clients what factors influenced their hiring decision—was pricing a major factor? Did they compare multiple planners?
Pricing your wedding planning services isn’t just about matching competitors—it’s about understanding where you fit in the market and pricing accordingly. By using ethical research methods, you can confidently position your business without resorting to secret shopping.
Love and Soul Always, Kawania
Photography: Shutterstock
