Because “Merry & Bright” doesn’t have to wait for snowflakes.
Here’s how to select the right gowns, plan your setup, and sell more artwork — without losing the magic of the season.
Planning holiday sessions in August? You’re not alone. Many photographers open their Christmas calendar in the summer to help families get ahead on cards, gifts, and heirloom wall art. But let’s be honest — pulling off a festive vibe in the summer heat (or in a studio without tinsel overload) takes creativity.
Your Holiday Photography Guide: Gowns, Setups, and Sales That Sparkle
Discover how to choose the perfect gowns, design a dreamy setup, and boost artwork sales—without losing the magic of the season.
The holidays are a photographer’s busiest (and most magical) time of year. Families are ready to book festive sessions, and your calendar fills quickly with clients who want dreamy, scroll-stopping images. But with so many photographers competing for attention during this season, how do you create sessions that stand out while keeping the process stress-free?
Here’s the good news: It all comes down to three things—choosing the right gowns, planning a thoughtful setup, and creating a strategy that turns those magical images into profitable artwork sales.
Let’s dive in.
The wardrobe you provide can make or break the look and feel of your holiday images. A thoughtfully chosen gown doesn’t just enhance your client experience—it elevates your entire brand.
Selecting the Right Gowns for Your Holiday Sessions
Here’s what to keep in mind when selecting gowns:
- Holiday doesn’t always have to mean red and green. Jewel tones, icy blues, gold, or soft winter whites create timeless images that appeal to a wide range of clients.
- Think layers of tulle, lace details, or rich velvets that photograph beautifully and add dimension to your images.
- Choose gowns that work across multiple setups or can be styled differently with accessories. This helps maximize your investment and gives clients more variety.
- Elastic backs, adjustable straps, and tie features make it easier to accommodate different clients without a huge inventory.
Pro Tip: Offering couture rentals or partnering with a designer (like Bentley + Lace) allows you to give clients that “wow” factor without the cost of owning every gown.
A stunning gown deserves a backdrop that complements its elegance.
Plan Your Setup with Intention
When planning your setup:
Match the Mood:
- Your client should be the star. Avoid clutter and choose props that enhance—not overpower—the subject.
- Simple tweaks like changing florals, adding seasonal accents, or swapping rugs and chairs can make one backdrop feel like several unique looks.
Pro Tip: Bundle rentals with themed backdrops to create a signature holiday look your clients can’t find anywhere else.
This is where the magic meets the money.
Sell More Artwork (Without the Pressure)
Your clients aren’t just booking a session—they’re investing in heirloom memories.
Here’s how to turn those images into keepsakes:
Start with the End in Mind:
- Pair your most stunning gown and setup images with mock-ups of wall art in styled living rooms. Help clients imagine those photos on their walls.
- Bundle sessions with artwork credits or discounts on premium albums. People love packages that feel curated and exclusive.
Pro Tip: Frame your upsell as an upgrade, not a sales pitch. Emphasize the experience and the value of preserving these fleeting moments.
Summer Christmas Sessions: Gowns That Keep the Magic Cool
Holiday sessions in the summer? Absolutely! The secret is all in the fabric and design. You want that festive elegance—without turning your client into a puddle.
Outdoor Sessions
- Opt for breathable fabrics like chiffon, airy tulle, or stretch satin for comfort under the sun.
- Stick to rich holiday hues—cranberry, emerald, deep navy, or gold—but skip heavy velvets unless you’re shooting at sunrise or in full shade.
- Metallic threads, starry overlays, and delicate sequins give a holiday vibe without the weight.
Indoor Sessions
- Go bold with jewel-toned gowns featuring flowy silhouettes and breathable construction.
- Faux fur collars, detachable sleeves, or capes add that cozy seasonal touch in a climate-controlled space.
- Icy blue, silver, and winter white pop beautifully against twinkle lights or snowy backdrops.
Elegant accessories, minimal props, and timeless colors that boost artwork sales—without feeling overly seasonal.
Styling That Sells: Create Holiday Magic Clients Love All Year
When it comes to holiday sessions, thoughtful styling does more than create beautiful images—it drives sales and keeps your work timeless.
Elevate with Accessories
Choose elegant touches that feel festive without going over the top: snowflake crowns, gold ribbons, velvet bows, or sparkling tiaras.
Create a Cozy Holiday Mood
Add warmth with simple props—neutral-wrapped gift boxes, soft throws, or strands of fairy lights. Keep everything minimal for a clean, editorial aesthetic.
IPS Bonus: Design for Longevity
If you’re offering In-Person Sales, make every styling decision count. The goal? Images that nod to the holidays but still feel artful and timeless year-round.
Here’s how:
- Cream or soft gray paired with subtle sparkle or bokeh lighting.
- Ivory, blush, navy, or evergreen work beautifully beyond December.
- Minimal seasonal props so the portrait doubles as a holiday card and wall art.
This approach makes it easier to guide clients toward albums, canvases, and framed prints that feel heirloom-worthy—long after the holiday décor is packed away.
With the right planning, your summer Christmas sessions can feel just as magical as December—while boosting your profits. Think breathable fabrics, versatile styling, and neutral backdrops that deliver holiday sparkle today and timeless appeal all year long.
Not sure which gown offers the most versatility, comfort, and that jaw-dropping factor your clients will love? We’re here to help!
Book a complimentary Zoom Dream Dress Consultation, and let our team guide you in selecting the ideal Bentley & Lace pieces for your upcoming shoots or client closet.
🔗 [Schedule Your Free Style Consultation]
Ready to Join a Creative, Supportive Community?
If you’re passionate about session styling, love swapping marketing ideas, and want early access to new gowns — the B+L Dress Club is your new favorite space.
Connect with photographers who get it, share your wins, and learn real strategies that help your business shine.