On this episode of The Motherhood Anthology podcast, Ali Payne sits down with Kate Grabowski of Kate Marie Portraiture to talk through how she books out her Santa sessions each year, including what her very first year (zero bookings) taught her about starting early and staying consistent.
Kate has run Santa sessions for eight years now, and her approach today looks nothing like where she started. She walks through her full launch process, from a nice list sign up to a VIP early access window, and shares the mindset shifts that helped her go from an empty calendar to a nearly sold out day.
Starting Santa Session Marketing Early
Kate’s Santa session marketing officially kicks off June 1st, months before most families are thinking about the holidays at all. She spends the first few weeks prepping graphics and reels in Canva, then starts posting in mid to late June so her “nice list” sign up has time to build. By July 1st, she sends a save the date email, and from there she runs a ten day countdown on Instagram leading into her launch day.
Her launch itself happens in tiers. Past signature session clients get VIP access to the booking calendar a full day before anyone else. The next morning, her nice list gets first access, followed by an email to her full list later that day, and only then does the link go out publicly on Instagram. That staggered release creates urgency at each stage without making anyone feel like they missed out entirely.
What stands out most is how differently Kate treats a slow start now compared to her early years. She’s learned not to panic if spots don’t fill on day one, because bookings tend to trickle in as families get through back to school season and start thinking about the holidays. The work is staying consistent with the marketing, even when it feels repetitive.
From Zero Bookings to Nearly Sold Out
It’s easy to assume a photographer running 24 spots in a single day has always had it figured out, but Kate’s first year of Santa sessions ended with zero bookings. She’d rented a studio for the day, couldn’t fill it, and ended up pivoting last minute into a model call for mommy and me and maternity sessions just to make use of the space. From there, she built slowly: a handful of sessions in year two, a half day by year three, and eventually full eight hour days.
This year, Kate opened 24 spots and had only three or four left within the first couple of weeks of her launch. She’s also simplified her offer along the way, moving away from offering both five minute and fifteen minute sessions (which she found created a scheduling nightmare) and back to a single, longer format that gives families room to actually enjoy the experience, milk and cookies included.
Learning From a Mentor Community
Kate’s advice throughout this episode, start early, expect a slow build, and don’t be afraid to invest a little upfront in your own promotional content, is the kind of practical, hard won knowledge that comes from actually running a Santa season eight times over. It’s also a good reminder of why community matters so much in this industry. Photographers rarely get this kind of behind the scenes detail from someone willing to share both the wins and the zero booking years.
This episode taps into the expertise of the mentors and photographers inside The Motherhood Anthology community. Inside the membership, conversations like this one happen regularly through live coaching calls and monthly marketing suites, giving photographers a place to ask these questions in real time instead of guessing their way through each season alone.
Listen and Learn More
If you’re planning your own Santa sessions this year or next, Kate’s episode is worth a listen for the full launch timeline and the small details that make a big difference, like why she now sticks to a single longer session format instead of splitting her day into short slots.
Find Kate Grabowski at katemarieportraiture.com or on Instagram at @katemarieportraiture.
Ready to build a business that reflects your own creative voice? The Motherhood Anthology membership gives you access to expert mentors, live coaching, monthly marketing suites, and a private community of photographers who are invested in your success. Learn more and join at themotherhoodanthology.com.
The Motherhood Anthology is a community and educational resource for photographers who want a profitable and sustainable business they love. With 15+ expert mentors and 7+ years of proven content, TMA helps portrait photographers build confident, thriving businesses through monthly education, mentorship, and a supportive community of 700+ members.
