From Proposal to Planning: A Guide to Understanding Engagement Trends
From Proposal to Planning: A Guide to Understanding Engagement Trends
Today’s couples are approaching their wedding planning in new and more personal ways, starting with their engagement. And the key to appealing to them lies in understanding their entire journey—from the moment they say “yes” to when they start booking vendors.
This guide provides all the details on the latest engagement trends so you can tap into what matters most to your ideal couples and connect with them right when they need you most.
Understanding engagement trends
Why engagements matter
Today’s couples aren’t just searching for a vendor to provide a service—they’re looking for partners who truly understand their personal styles, values and needs. That’s why engagement season is such an important time. Understanding modern engagement trends allows you to pivot as needed to connect more easily with your ideal couples and grow your business by aligning your offerings to match their evolving expectations.
Inside the minds of engaged couples: Key stats and insights
They’re thinking of the wedding before their engagement.
83% of couples already had a wedding date set prior to engagement. 70% of couples take at least one wedding-related action before getting engaged, with 36% researching wedding costs.
They begin planning almost immediately.
57% of newly engaged couples begin planning their wedding within a month, and 80% begin within two months.
They’re bringing vendors into the proposal.
Proposers are planning bigger, with 35% arranging destination trips and 1 in 4 hiring vendors for the proposal.
They’re (mostly) relying on digital comms.
Couples rely heavily on video calls, reviews and personalized communication, with more than 50% now using video calls to consult with vendors.
How early are couples planning their weddings?
Couples are starting their wedding planning long before the proposal. Here’s how the modern couple is preparing for their big day:
The growing role of vendors in proposals
Proposals are no longer simple, intimate affairs. Here’s how modern proposers are planning:
The evolution of engagements
The influence of social media, technology and modern values have reshaped how couples approach both their proposal and wedding planning, resulting in more elaborate and personal experiences than ever before. Here’s a closer look at the major influences:
Engaged in a snap: Social media’s impact
Today, engagements are as much about the moment as about the social media post afterward. In fact, about 90% of couples announce their engagement on social media, with 75% doing so within a day or two. Instagram is the top platform for these announcements, and couples use it to share their news as well as to seek inspiration and ideas for their upcoming wedding.
Pro tip: Use this opportunity to connect with engaged couples by liking or commenting on their posts. Engaging with couples when they’re riding the high of their proposal can help establish trust early on.
Virtually engaged: Using digital communications
Couples are leaning into technology more now than ever, with many preferring to communicate digitally with their vendors. Over half of U.S. couples report using video calls to consult with vendors—a 17% increase since 2019. This allows couples to meet vendors regardless of their location and make decisions quickly.
Pro tip: Embracing digital communication expands your market beyond local couples, allowing you to tap into destination weddings and clients planning remotely. Consider offering flexible communication offerings to make it easier for couples to connect with you.
It’s personal: The value of unique proposals
Proposals are becoming more personalized, and 55% of proposers report feeling pressured to plan a special proposal. Additionally, 1 in 4 are now hiring photographers and other vendors to help execute the perfect moment. So, how invested are they really? Proposers report spending an average of $2,775 on the proposal, excluding the ring.
Pro tip: Proposals are becoming mini-events in themselves and present a new opportunity to grow your business. Offering proposal-specific services can help you establish a relationship with couples long before they start officially planning their weddings.
Key engagement touchpoints
Couples move through many stages from proposal to booking vendors, and each offers opportunities for you to engage and influence their decisions. By understanding the engagement journey, you can strategically position yourself at key moments.
The 6 stages of the engagement journey
Proposal announcement
After getting engaged, couples share their news on social media and begin dreaming about their wedding day.
Remember, about 70% of couples are already engaging in wedding-related activities at this point, making it a great time to interact with their announcement posts and offer resources, guidance and inspiration for the next steps in their planning.
Planning and research
Couples start exploring ideas and vendors, turning to platforms like Pinterest and Instagram for inspiration.
With 45% of couples sharing they have wedding-related Pinterest boards before they’re engaged, you want to make sure your brand is present in those searches.
Initial vendor consideration
Couples begin narrowing down their vendor options, evaluating them based on reviews, pricing, portfolios and style.
This is a great time to make sure you have a strong online presence established with completed Storefronts on The Knot and WeddingWire, featuring easily accessible reviews, pricing and photos.
Vendor outreach
Couples contact vendors to request information and quotes, and then create a shortlist.
Keep in mind that couples like to move fast, with 57% starting less than a month after getting engaged and 16% having already created a shortlist of vendors to research further, so providing prompt and personalized responses is crucial at this point.
Decision and booking
Couples finalize their vendor selections based on availability, fit and perceived value.
Maintaining transparency is key, as 65% of couples say the economy is impacting their budgets and decisions. Make booking easier by displaying your pricing, sharing when you’re available and featuring glowing reviews from satisfied clients.
Post-booking engagement
Even after booking, it’s essential to prioritize ongoing communication with your clients to maintain excitement and ensure a smooth planning process.
You can keep relationships with your clients warm by providing regular updates and helpful tips. This will go a long way when it comes time to request reviews.
Mapping the modern engagement journey
Couples experience distinct stages in their engagement journey, from proposals to booking vendors. Understanding each phase helps you align your services at the right moment:
Understanding couple priorities
Today’s couples have clear priorities when selecting vendors, and understanding these can help you tailor your services—as well as your marketing—to meet their needs.
Top priorities for engaged couples
- Budget: Couples are increasingly mindful of their budgets, with 85% stating that the economy has affected their wedding decisions. By offering flexible pricing options, such as packages, you can meet a variety of different budget needs.
- Availability: Engaged couples know what—and who!—they want for their weddings. In fact, 39% of couples who postponed their weddings did so because their ideal vendor wasn’t available. Be upfront about your availability to avoid disappointment.
- Responsiveness: Couples appreciate—and expect— quick, personalized responses. Delaying your response could result in a lost opportunity, so consider using automated but personalized replies. And make sure to follow up quickly with more detailed responses to inquiries to keep the lead warm.
- Aesthetic and personality fit: Couples want vendors who not only fit well with their vision but also make them feel comfortable. Showcase your unique style and personality in your bio, photos and interactions with couples. Featuring behind-the-scenes content and reviews from other couples can also make your brand feel more approachable and relatable.
What matters most to couples?
When selecting vendors, couples have clear priorities:
Personality and aesthetic fit
matter—couples are looking for vendors who align with their style and can bring their vision to life.
say the economy impacts their wedding budget decisions.
of those who postponed their weddings did so because of vendor availability.
Responsiveness
is key—couples expect quick replies and personalized communication.
What couples look for
Overall, couples want authenticity and transparency—and reviews are a major factor in delivering that. When it comes time for decision-making, having at least 7 meaningful reviews per year can make a significant impact on who couples choose to reach out to and ultimately book.
Pro tip: Make sure to collect and feature reviews that speak to your flexibility, creativity and personal touch. When couples read how you’ve gone above and beyond, it builds trust and helps them form an emotional connection with you before they even reach out.
Leverage engagement trends to improve your Storefronts
Your Storefront is the first impression many couples have of your business, so it’s crucial to keep it updated and aligned with current trends:
- Showcase engagement moments. Feature visuals that reflect modern engagement trends, such as engagement shoots, memorable themed proposals or unique settings.
- Highlight key information. Ensure that your starting rates, reviews, details about your services and general availability are easy to find to aid in couples’ decision-making process.
- Use best practices for engaging copy. Use engaging descriptions that highlight what sets you apart, and make sure to include keywords that align with what couples are searching for, such as “personalized services” or “flexible packages.”
Pro tip: Proposals are becoming mini-events in themselves and present a new opportunity to grow your business. Offering proposal-specific services can help you establish a relationship with couples long before they start officially planning their weddings.
Turning engagements into bookings
Take couples from interested to committed
Once a couple has shown interest in your services, turning that interest into a booking requires strategic communication and thoughtful nurturing. Here are a few tips to help convert those engaged couples into solid potential clients.
Top priorities for engaged couples
- Responsive communication: Quick responses are crucial because couples are more likely to book vendors who respond promptly. In addition to using automated replies, follow up personally within 24 hours of receiving an inquiry. Make sure to include more detailed information that shows you understand the couple’s unique needs.
- Nurturing quality leads: It’s not just about sending that first reply—keeping the couple engaged throughout the decision-making process is crucial. Offering exclusive packages or helpful content (like wedding planning tips, timelines, checklists or even other vendor recommendations) can help maintain interest.
- Personalized outreach: Personal touches can make a big difference when couples are deciding between vendors. Customizing your outreach by referencing their unique story, vision or specific needs shows that you not only understand them but that you’re truly invested in their big day.
Pro tip: Create a lead response workflow that includes reminders for follow-ups, personalized messaging and a “thank you” message to help nurture the relationship and move couples from interest toward commitment.
Ready to take the next step?
With the strategies outlined in this guide, you’re ready to stand out during engagement season and beyond. Now that you understand the latest engagement trends and how to align your services with couples’ expectations. Take action using the form below,
or call 1-877-331-7752 to get started.
You’re just one step away from having your Storefronts featured on The Knot and WeddingWire.
Photos: Kir2Ben, Nikki Daskalakis Photography
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