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How to Deal: A Wedding Pros Guide to Discounts and Promotions

Can offering discounted services really lead to more bookings? Surprisingly, yes. While it’s easy to assume that cutting your prices only leads to less income, that’s not always the case. In fact, strategic promotions and well-timed deals can be a powerful part of your marketing and sales toolkit. 

For a better view of how wedding vendors can effectively leverage deals and promotions, we teamed up with Robyn Miranda of Wedgewood Weddings. When used correctly, deals can help attract quality leads, give hesitant couples the nudge they need to book and, according to Robyn, fill your calendar during off-peak seasons. 

In this blog, you’ll learn about the purpose of promotions, what to consider when offering deals and an exciting new way you can leverage them on your Storefronts! 

Already a believer? Log in to start adding Deals now.

Why wedding pros offer discounts

When it comes to discounting packages and creating deals, you might be thinking, what’s in it for me? Promotions don’t just benefit the couple—and they don’t always mean slashing your prices. Deals are about attracting attention, creating urgency and starting conversations. 

Think about it: if you run a time-limited offer, you’re more likely to spark engagement with nearlyweds who are serious about booking. For Robyn, offering deals helps couples get something they’re excited about while also supporting the needs of the business, so everyone is happy. 

You can also be strategic with your timing. Have a season that’s typically slower for your business? A well-crafted deal can boost visibility and help you land extra bookings. Or, if you’re launching a new product or service, a limited-time promotion can be a smart way to generate buzz and bring in your first few clients.

Pro tip: Black Friday & Cyber Monday are critical shopping seasons for consumers. In fact, they’re two of the highest-traffic moments on The Knot and WeddingWire—and we put extra marketing behind Deals across the marketplace.

Where deals and discounts fit in your pricing strategy

There’s a lot to consider when planning a promotion that benefits both you and your potential clients. You need to think about what’s realistic for your business to offer—and what will create interest from your audience. Not all deals will be of benefit to your business. 

You need to consider your options and pick what suits you the most—“We [Wedgewood Weddings] avoid offering discounts on items that come at an additional cost to us—like rented linens. Instead, we focus on offering items we own, such as upgraded chairs.” Remember, you can use assets you already have when creating promotion packs. Use them to your advantage! 

Sometimes, it can be a little unclear for couples when it comes to checking out vendors’ promotional offers. To make it a little easier for you to showcase your promotions and offers, we have added a new feature to your Storefronts.

Common types of deals and promotions for wedding businesses 

Not all promotions mean a percentage off the asking price. There are four different types of Deals you can add to your Storefront: 

1. Exclusive Discount: These deals are a percentage-based discounts that you can set at a custom number, or choose from a list of pre-set options. They are an ideal choice for vendors looking to attract more couples on The Knot and Wedding Wire. 
2. Custom Discount: This is a good choice for vendors who want a little more flexibility. You can choose the type and value of the discount you want to offer, as well as the Title and Description for the promotion. 
3. Gift: Add extra value without lowering prices. For example, a videographer could include a highlight reel, or a planner could offer day-of coordination as a free bonus.
4. Offer: Use this to showcase a limited-time price adjustment—perfect for filling last-minute or off-season dates.

Robyn has a number of deals and promotions she swears by in her sales strategy, including: 

1. Military discount: Wedgewood Weddings offers 10% off the total wedding cost for active duty service members. This excludes Saturdays—don’t forget you can build deals around your business needs and what works best for you. 
2. Employee discounts: Members of staff are entitled to 10% off if they work part-time and 15% off if they work full-time. What a lovely way to give back to employees while still generating income for the business!
3. Why Wait discount: Be strategic with your discounts. To get couples to book a little quicker, Robyn and her team offer $1,000 off when a couple books a wedding within six months. 

Because Wedgewood Weddings has a number of venues across the country, they also have the opportunity to offer local promotions. These typically include a free photo booth for weddings on a Thursday or incentives to book by a certain date. 

How to use deals and promotions in your wedding business 

Now that we have filled you in on all the details of our new feature, let’s walk through how you can use deals to attract more happy couples. Since running promotions, Robyn has found that they are “very effective in encouraging couples to book dates they might not have considered otherwise” and can help speed up the decision-making process for couples. 

1. Know your ideal client before you offer a deal

Define your target market before launching a deal. A deal aimed at price-sensitive couples will look very different than one intended to entice clients who aren’t as budget-focused. Tailoring the offer ensures it speaks to the right audience and maintains brand integrity.

2. Use time-limited offers to create urgency

Urgency can often boost conversations and create more high-quality leads. Promotions can nudge hesitant couples into action. Be mindful of setting deadlines that feel genuine and not too pushy. 

3. Bundle, don’t just discount

Deals don’t always have to be a price cut. Consider offering added value instead of slashing prices. For example, if you’re a photographer, you might include a free engagement session, or a DJ might include MC services at no extra cost. Bundling preserves perceived value while making the offer more appealing. During the winter, Robyn has created new seasonal packages and used promotions to market them by adding heaters, blankets and cocoa. 

4. Promote during booking windows

Be mindful of when your engagement is at its highest or when your busiest booking periods are. For wedding pros, the busiest time is usually after the holidays, so consider aligning your promotions with your busy booking windows. Extra visibility during these times gives you the best chance of filling the calendar.

5. Use promotions to fill gaps in your calendar

Is there a particular time of year when your calendar is quieter than usual? You can try filling these gaps in your calendar with strategic promotions. For example, you might advertise “Special pricing for remaining fall 2025 weekends” to help lower dates without devaluing your brand overall.

6. Promote on the right channels

Knowing your target market makes it easier to know what channels you should use when communicating deals and promotions. You can use newsletters, social media, bridal shows and of course our brand new Deals feature to show potential customers what you have to offer! The Deals feature will be particularly useful as the promotions will already be reaching high-intent couples who are looking for Pros just like you. 

7. Track what works (and what doesn’t)

Evaluate each deal. Which promotion brought in the most inquires? Which channel did you get more messages on? Where did you convert more leads to bookings? Use promotions to test your marketing strategy and see what works best for you. 

The deal with deals

The Pricing & Deals section of your WeddingPro is new and improved—and it’s about to become one of your most powerful tools.

Now you can showcase current promotions directly on your listings and Storefronts across The Knot and WeddingWire, maximizing visibility and nudging potential clients closer to booking. 

Making the most of the Pricing & Deals tab 

What does this new feature mean for vendors? Here’s the lowdown: 

1. Boosts visibility on your Storefront
2. Encourages more leads by creating a sense of urgency
3. Differentiates you from competitors by highlighting unique offers
4. Let’s you run seasonal promotions for off-peak booking boosts

Deals aren’t just about lowering prices—they’re about creating meaningful opportunities to connect with your ideal clients, stand out in a crowded market, and grow your wedding business with intention. Vendors just like you are seeing the benefits—“Promotions play a big role in our sales strategy. Used responsibly, they’re a win-win—couples get something extra, and we influence booking behavior in a way that benefits our business.” What’s not to love? 

Want to make the most of your Storefront? Check out Turn Clicks into Clients: 8 Storefront Elements for Stronger Leads next!