We surveyed nearly 17,000 couples on the topics that matter to vendors like you—and their answers may surprise you!
At WeddingPro, we’re dedicated to giving wedding pros the tools, insights and community they need to grow. Backed by decades of expertise and industry-leading insights, we’re here to help you navigate the highs and lows of the wedding business.
This year’s Real Weddings Vendor Report dives deep into the experiences of 16,956 couples married in 2024, giving you a clear look at what’s driving the industry forward. Packed with data, trends and practical guidance, this report was built with vendors like you in mind. Use it to align your business with what matters most to couples and trust WeddingPro is here to support your success.
A snapshot of today’s couples
The wedding industry continues to change as couples blend personal values with practical realities. Let’s get into it.
The top-5 emerging trends in 2024
Before getting into the nitty gritty, check out these macro trends from the study:
1. First looks
The wedding trend: First looks give couples a private, intimate and emotional moment before the ceremony.
The vendor takeaway: Intimacy is in. Consider how your services extend to these moments. For example, if you’re a photographer or videographer, consider a package including first-look shots.
2. Wedding apps
The wedding trend: Use of wedding apps like The Knot has grown 16% over the past decade.
The vendor takeaway: Advertising with WeddingPro puts you in front of millions of couples searching for vendors like you on The Knot and WeddingWire.
3. Evolving wedding parties
The wedding trend: Couples are opting for co-ed bridal parties that ditch the matching attire.
The vendor takeaway: Encourage individuality with your couples. Whether you’re a bridal designer or florist, lean into complementary options rather than identical.
4. Thumbprint wedding themes
The wedding trend: Themes like “coastal grandma chic” and “written in the stars” show couples are coming up with wedding-day themes as unique as their stories.
The vendor takeaway: Showcase a wide array of past work, so couples know you can deliver their dream wedding. With Storefronts on The Knot and WeddingWire, you can regularly upload photos, videos and even 360-degree tours to show off your skills.
5. Shifting ceremony locations
The wedding trend: More couples are choosing unique settings for their ceremonies, such as outdoor weddings, rather than traditional places of worship.
The vendor takeaway: Prepare for adventure, pros! Consider offering packages for unconventional wedding locations that include necessary equipment and supplies.
Wedding planning insights
Last year, couples managed multi-event celebrations, balanced budgets and chose vendors who reflected their style. Here’s how wedding planning played out in 2024:
Timeline tracking
- Engagements lasted an average of 15 months, with serious planning beginning 12 months before the wedding.
- On average, couples hosted five events, including showers, bach parties and rehearsal dinners.
Vendor hiring
Couples rely on multiple vendors to bring their wedding vision to life, with some services being almost universal. The data showed:
- Couples worked with an average of 14 vendors, prioritizing a dress purchase (91%), venue (90%) and photographer (87%).
- 82% of couples hired their venue first, setting the tone for the wedding’s overall style and influencing other vendor choices.
Planning behaviors and digital decision-making
Couples are online and ready to book their vendors! Make sure they can find you there—or they might opt for your competition. Check out these insights:
- 90% of wedding planning happened online, with couples spending an average of 6 hours per week researching vendors.
- 64% of couples used wedding planning websites or apps like The Knot and WeddingWire, making digital marketing and strong Storefronts essential for vendors.
- Almost 50% of couples considered multiple vendors before booking, so make it easy for them to compare! Share your starting prices and packages on your website and Storefront.
Generational differences in vendor hiring
Millennials and Gen Z hired vendors differently, impacting service demand and marketing strategies. Here’s what we’ve found:
- Millennials were more likely to hire a wedding planner (37%), while Gen Z lagged at 29%, favoring a more DIY approach.
- Millennials favored multi-event celebrations, creating opportunities for wedding planners to expand their services beyond the wedding day.
Financial factors and budget flexibility
Inflation impacted budgets for 63% of couples. Couples (and their vendors!) had to navigate these challenges, making pricing transparency and flexibility more essential than ever.
- 63% of couples say inflation affected their wedding budget, with 57% increasing their budget at least once to account for rising costs.
- 53% of couples spent more than initially budgeted, meaning vendors who offer clear pricing and flexible payment options may have a competitive advantage.
- Budgets influenced event count: Those who spent $40K+ averaged six events, while couples with budgets under $15K hosted around three events.
Regional impact on vendors
Location matters! Make sure your services match what couples in your area need. Here’re the regional trends we’ve pinpointed:
West
It’s all about the outdoors for 70% of couples, with a strong preference for open-air venues and natural settings. 20% of couples described their weddings as “outdoorsy” versus the 13% nationwide. That’s great news for florists, planners and rental companies that specialize in outdoor weddings!
Midwest
Couples here love traditional weddings, with indoor ceremonies and ballroom receptions as the most popular choices. Plus, 84% of these couples took engagement photos (higher than the national average of 78%). Photographers, this means prioritizing your engagement photo offerings and marketing them early!
South
46% of couples hired a planner, higher than the national average. That means huge opportunities for planners offering multi-day event coordination and full-service packages.
Northeast
These couples are especially committed to a wedding that’s true to them, with 65% focusing on custom details, from unique venues to bespoke wedding favors.
Mid-Atlantic
Couples here have the highest wedding budgets in the nation, averaging $46K.
Southwest
Grand exits are trending: 60% of couples made a statement with fireworks, sparklers and other dramatic finales to their receptions.
Vendor opportunities: 5 ways to take action
Understanding the latest wedding trends is only part of the equation—vendors who act on these insights will stay ahead. From guest experiences to tech tools, here are five actionable takeaways to help you connect with today’s couples and grow your business:
1. Create unforgettable guest experiences
Couples are focused on guest experience more than ever, particularly those with larger budgets. Vendors, from florists to planners, can contribute to these experiences by designing engaging photo booth setups, custom favors or creative table settings that make the event stand out.
2. Lead with personalization
Couples want their weddings to reflect their personalities. From customized ceremonies to bespoke décor, vendors should highlight their ability to craft one-of-a-kind experiences. With Storefronts on The Knot and WeddingWire, pros can showcase past work that demonstrates their range, creativity and ability to tailor weddings to each couple’s unique vision.
3. Embrace tech to stay discoverable
More couples are using wedding apps and marketplaces like The Knot and WeddingWire than ever before—so meet them there! With more than 21 million visitors a month, pros know that couples use our sites and apps to help research (and book!) their vendor team.
4. Upsell beyond the big day
The wedding isn’t just one day—it’s a series of celebrations. With the majority of couples hosting multiple events, vendors can expand their services to include pre- and post-wedding occasions. Popular opportunities include bach parties (75%), rehearsal dinners (74%) and wedding showers (64%). In the Midwest, wedding showers are especially common (75%), while in the Northeast and Mid-Atlantic, after-parties are a rising trend (42%).
5. Stand out by showcasing your values
Couples want vendors who align with their values. Whether it’s a commitment to sustainability, inclusivity or being a minority-owned business, highlighting what makes you you can make a difference. Storefronts on The Knot and WeddingWire are the perfect place to display your values and attract like-minded couples all year long.
When vendors align with today’s couples’ priorities, embrace technology and expand their services, they set themselves up for success in 2025 and beyond.
Looking ahead: What’s next for weddings?
The wedding industry continues to evolve with new styles, technology and client priorities. In 2025, aesthetic trends are shifting towards elegance and refinement, with themes like “old money” and “quiet luxury” expected to dominate alongside timeless styles such as “elegant” and “romantic.” Vendors who can bring these aesthetics to life will attract couples looking for a sophisticated and polished wedding experience.
Technology’s role in wedding planning is only growing. Couples are using apps and digital platforms to streamline the process, with wedding app usage increasing by 16% over the past decade. Vendors who embrace tools, offer virtual consultations and maintain an active presence on wedding marketplaces will be best positioned to connect with clients.
Economic factors will also influence wedding planning decisions in 2025. With 85% of couples expecting financial concerns to impact their choices, flexibility matters. Vendors who offer transparent pricing, value-driven options and adaptable packages will stand out in a competitive market. The ability to customize services to fit different budgets–while still delivering high-quality experiences–will be key.
Partner with WeddingPro for success
In 2025, wedding vendors who keep up with trends and client needs will continue to thrive. Success comes from strong relationships, thoughtful service and tech savviness. Creating meaningful celebrations remains at the heart of the industry, even as expectations shift.
This report is just one of the many ways WeddingPro empowers more than 280,000 vendors on The Knot and WeddingWire. Because as the wedding industry evolves, WeddingPro has your back.
Partnering with Wedding Pro is one of, if not the best decision I’ve made as a wedding photographer because of the return on investment that I see on a yearly basis.”
We started advertising with The Knot and WeddingWire. I would say about 80% of our clients are from there.
Being on both The Knot and WeddingWire, we’ve gotten The Couple’s Choice [Award] for the last three years. So, being able to highlight that on my website, and then using that widget to connect back to WeddingWire and The Knot is obviously very helpful. I put that in my signature line, as well. Just being able to show those accolades, or any type of awards that we get from WeddingWire and The Knot is always very helpful.
Getting on WeddingWire and The Knot as a small business, as a big business, as anybody in the industry [is] the way to get out there. Put your name out there on a different platform, it builds your SEO and there’s just so many benefits to it. It’s an easy platform to use and couples rely on it. It’s something they go immediately to search for when they’re actively planning a wedding, so I would recommend it to anybody in the industry.
As part of their collaboration with WeddingPro, vendor shared this experience, which is based on their personal and genuine use of our services.
Survey methodology
The Knot Real Weddings Study captured responses from 16,956 US couples married between January 1 and December 31, 2024; respondents were recruited via email invitation from The Knot and/or WeddingWire membership. Respondents represent couples from all over the country with various ethnicities, income levels, race, age, sexual orientation and gender identity. To provide the most comprehensive view of 2024 wedding industry trends, this report also includes statistics on weddings from ad hoc studies conducted throughout the year. In a typical year, The Knot Worldwide conducts research with more than 300,000 couples, guests and wedding professionals globally.
Photos: Kir2Ben Photography, Nikki Daskalakis Photography, Afrik Armando Photography, Ethan W Photography
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