So what about renting camera bodies? Despite the constant discounting from the likes of Amazon and generous promotions from makers, rental companies again report a steady demand from photographers.
"If I am asked to do a quick portrait session with Manchester United players, I'll hire something like the Nikon D810," says Paul Cooper. "You often don't have much time, and my big, bulky, medium-format camera can get in the way. If you've only got a couple of minutes with Wayne Rooney, you can't be standing there waiting for the buffer. In that time, a hired D810 will enable me to get 20 shots in the bag. Also, camera bodies depreciate quickly, so it makes more sense to just hire one for certain types of jobs."
Try before you buy
Another reason why you might want to hire a camera body is to try new models out - you might be tempted to buy the Nikon D500 for instance, but before you go splashing out for one, hiring one for the weekend is an inexpensive and risk-free way of seeing how you get on with it and whether it suits your needs.
More and more photographers are also using rental as a way to try out the latest and greatest mirrorless cameras, such as the Fujifilm X-Pro2 or the Sony A7 range. "We've got a great relationship with Fujifilm and get new bodies and lenses pretty much after they launch," adds Thatcher. "So people will rent the X-Pro2 or X-T1 to see if they are as good as people say, and it's the same with Sony."
Video and beyond
Beyond the realm of stills photography, the ever-increasing sophistication of video recording is also driving demand for 'dual-format' rentals.
"We have over 30 Sony A7 bodies for hire, as they offer near-broadcast quality video and a stunning sensor for stills," explains Guy Thatcher. "The rise of 4K video is changing everything. More and more of our customers, particularly event photographers, are being asked to take some video as well as producing stills."
Hiring trends
Let's conclude with an overview of the photography equipment rental market. Most of the suppliers we spoke to report a steady demand for specialist lenses from photographers who are keen to use the best possible glass with their cameras for a particular, important job.
Also, tough economic times can actually benefit rental services. "I started this company during the recession in 2008 and my gut feeling is that a recession can actually boost business as photographers are less likely to splash out on expensive kit," reflects Stewart Robertson. "High quality lenses, in particular, aren't going to get cheaper any time soon."
It's true, of course, that there's nothing like owning your own tried-and-tested camera kit. But should anyone claim that you're mental to consider rental, there's plenty of evidence to suggest that you're actually rather wise.
This feature was originally published in Professional Photography Magazine, to subscribe, click here
