Is your price sheet leaving money on the table?
Here's a number that might surprise you: parents who buy Download All alongside prints spend 221% more than those who buy only prints.
You read that right! Two hundred and twenty-one percent more.
This impressive statistic was shared in a recent PhotoDay webinar on packages, pricing, and promotions—and it's the kind of thing that makes you want to open your price sheet and take a hard look. For many studios, digital downloads are either missing entirely or priced in a way that accidentally works against you.
Here's exactly what to fix and why it works.
Why Digital Is the Lever You're Not Pulling
Across youth sports benchmarks, the average print-only order lands around $43. Add individual downloads, and that climbs to $59. Offer Download All (Download All), and the average jumps to $109. When parents buy Download All and add prints on top, that number reaches $152.
That's not a small optimization. That's a fundamentally different business outcome from the same picture day.
Rose Coleman of Center Stage Photos photographs cheer and dance nationwide, traveling about nine months a year. 60% of her total revenue comes from Download All. 80% comes from digitals overall, and her average order value runs about 67% higher than typical platform averages.
"You can't sell what you don't show. The more images that you show, the more likely the potential of a bigger sale. I don't take shots that look just a little tilted; I want them to be totally different, so they don't have to go through the decision-making of narrowing down." — Rose Coleman (Center Stage Photos)
That's both the philosophy and the strategy. But it only works if your price sheet is set up to support it.
The Math That's Working Against You
If your individual download is priced at $25, a parent can buy four images for $100, which is less than the price of a $100+ Download All product. There's no compelling reason to upgrade. But if your individual download is $35, three images cost $105. Suddenly, Download All at $99 is the obviously better deal.
The individual download price is what makes Download All feel like a no-brainer, and the $35 minimum is almost non-negotiable.
"Someone would see $35 for one, and then they'd see $99 for all, and if you have a great variety of images, it's a no-brainer that they're going choose the Download All option." — Stevie Williams (PhotoDay)
5 Things to Fix on Your Price Sheet
First, add Download All to your sheet. It sounds simple, but 50% of studios on PhotoDay still have zero Download All sales.
"Half of our studios are not currently using Download All. The other half are experiencing upwards of 20% higher job values than the other ones. So the data does speak for itself." — Kyle Bodin (PhotoDay)
Second, price your individual downloads at $34.99, not $25.
Third, price Download All in the $89-$129 range. Studios that offer Download All at the right price consistently see up to 20% higher average job values than those that don't.
Fourth, build a top package in the $95-$105 range that includes one to three downloads. This creates the upgrade moment—a clear path to spend more, with Download All right there as the obvious next step.
Fifth, keep the gap between your top package and Download All at $15–$25. If the gap exceeds $40, the pull disappears.
When Download All Isn't the Right Fit
Not every job is a Download All job, and that's okay. When image sets vary widely by subject, digital bundles tiered pricing works well: the per-image cost decreases as quantity increases, and the cart naturally nudges parents toward the next tier.
Digital Bundles are a strong alternative for group or public galleries where FaceFind may not consistently match, such as candid shots with multiple faces in the background or partially obstructed faces. When pricing your Digital Bundles, make the per-image discount meaningful as quantity increases, not just a dollar or two cheaper, but an impactful savings jump.
Inventory Changes Everything
Download All works best when the image inventory justifies it. Rose's strategy isn't to take one pose, crop it three ways, add black and white, and call it six images. She creates multiple genuinely distinct poses, produced quickly.
The target: a minimum of three unique poses to offer Download All at all, and five to ten for best results. Buddy photos, sibling photos, and team images can all be included in the Download All count. PhotoDay's free Black and White edits feature adds real value as a complement to a strong set of photos.
Speed Is a Sales Lever Too
Publish the gallery within a week when you can.
"[For one job,] we probably hit 50% less in sales than I did the year before, just because it was like a 10-day delivery." — Rose Coleman (Center Stage Photos)
The excitement is highest right after picture day, and publishing fast captures that momentum.
What the Cart Does for You
Download All shows up before parents even enter the storefront. The moment a customer is viewing their photos, Download All is front and center—just a few clicks from gallery to checkout.
"If you have a great price and you have a ton of great photos, they're going to see Download All at $99 and be like, ‘let's do it.’" — Stevie Williams (PhotoDay)
The first three packages listed are the ones that show up prominently in the cart. Make them count: your best deal, your most popular package, and something that doesn't create sticker shock. Up to five individual products can also be featured, so the add-on path is clear without parents having to dig.
Get Download All in the cart fast, then let prints stack on top. The cart is already set up to make that happen. Your price sheet just needs to give it something to work with.
Three Things to Do Today
- Is Download All on your Price Sheet? If not, add it today.
- Is your individual download under $35? If yes, raise it.
- Is the gap between your top package and Download All more than $25? If yes, close it.
Three changes. One price sheet. Immediate impact on your next job.
