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Most photographers make the mistake of stopping their marketing too soon. They assume that if their sessions aren’t fully booked a week before the event, those spots won’t sell. That’s simply not true.

A huge percentage of bookings happen within 24 to 48 hours before an event. Some clients even book the morning of! If you’re not actively promoting until the very last minute, you’re leaving money on the table.

Here’s how to maximize last-minute bookings and turn open spots into paid sessions—even on the day of the event.

Why Last-Minute Clients Are More Common Than You Think

Many photographers believe that if a session isn’t booked in advance, it won’t sell. But here’s the reality:

✅ FOMO (Fear of Missing Out): People see others booking and don’t want to miss out.

✅ Procrastination: Many clients wait until the last second to commit.

✅ Paycheck Timing: A lot of people get paid on Fridays. If your event is on Saturday, they can now afford to book.

✅ Schedule Flexibility: They weren’t sure if they could make it, but now they know they’re free.

✅ Last-Minute Gift Buyers: Special occasions like Valentine's Day bring in late bookings from people scrambling for a meaningful gift.

If you assume that clients won’t book late, you’re ignoring a massive opportunity.

Keep Marketing—Even on the Day of the Event

If you want to fill your calendar, you need to market consistently until the very last moment. Even on the day of the event, keep promoting. Here’s what to do:

📌 Morning-of reminders: “Hey, we have a 1 PM spot open today—who wants it?”

📌 Social proof posts: Show behind-the-scenes photos and say, “Today’s sessions are amazing! I have ONE opening left at 3 PM—DM me now!”

📌 Urgency-driven posts: “Final two spots for today’s mini session—once they’re gone, they’re gone!”

You never know when someone will see your post and decide, “You know what? I’m just going to do this.”

How to Make Last-Minute Marketing Work

To maximize bookings, use these strategies:

✔️ Create FOMO: Show other clients who booked and had an amazing experience.

✔️ Make it feel exclusive: Instead of saying, “Spots still available,” say, “Only one opening left!”

✔️ Personal follow-ups: DM or email clients who showed interest before but didn’t book yet.

✔️ Leverage comments and tags: If someone commented on a promo post earlier, tag them and say, “Still have a spot left for you!”

✔️ Email blast: Send a quick message: “Last chance! I have ONE opening left for today’s sessions. First to reply gets it!”

Worried About Sounding Desperate? Don’t Be.

Some photographers hesitate to promote last-minute spots because they’re afraid of looking desperate. Forget that mindset.

This is your business. If keeping your marketing going until the last minute helps you hit your income goals, then do it. No one else pays your bills. A booked session is a win—period.

Final Takeaway: Don't Stop Too Soon

The biggest mistake photographers make? Stopping their marketing too early. Clients will book at the last minute if you give them the chance.

✅ Keep marketing—even the day of your event

✅ Use FOMO, urgency, and scarcity to drive bookings

✅ Personally reach out to clients who showed interest

✅ Never assume it’s “too late” for someone to book

Try these strategies for your next session and see what happens. Those last-minute spots might just turn into your most profitable bookings yet.