In order to understand your customers' behaviour, you first have to take a deeper look into who they are as people.
What do we know about their relationship? What do their family set-ups look like? How do they communicate with others?
The better you know your couples, the better you can tailor your services and approach to suit them, ensuring everything you do is fit for your target market.
Here’s a snapshot of today’s wedding planning couples.
Are you ready for your best year yet?
Ready to put all these tips into practise? There's no time like the present...
This year’s National Wedding Survey is jam-packed with new insights about today’s wedding planning couples. It highlights what couples are spending on their weddings, whilst also diving deep into the why behind the decisions your customers are making.
A Snapshot of UK Couples
2022 was officially the year of the wedding boom. It marked the UK’s first restriction-free year since the start of the pandemic, and the data reflected that. We saw increases across planning timelines, guest list sizes and of course, wedding spend.
But one year on, is the boom still booming?
To create this year’s National Wedding Survey, we collected data from more than 1,800 couples who tied the knot in 2023, and the results are officially in…
Though nearly 1 in 2 couples admit the current economic climate impacted their wedding plans, couples are spending more than ever on their weddings, across a variety of new and exciting vendor categories.
We know that the wedding industry doesn’t add a zero when you mention the ‘W’ word, but not every couple understands that. Conveying the value of you is the key to unlocking your business’s full potential - this guide will help you do that, and more!
By only surveying couples who actually got married in 2023, we can confidently paint an accurate picture of what weddings look like today. Below, you will discover data and insights about the average UK wedding, based on real answers from real couples.
This report is your one-stop-shop to guaranteeing business success in 2024 and beyond, so who’s ready to dive into the data?
A Note From Us
Couples today are more comfortable than ever building relationships online. They have busy lives with almost 1 in 5 having children before tying the knot. They are no strangers to commitment, with more than 90% already living with a partner before getting married.
They actively use social media to keep friends and family informed about what’s going on with their lives, with 62% announcing their engagement news online.
When it comes to communicating with wedding planning couples, your digital approach and visibility is everything.
Couples are busy, so don’t make them work too hard to find you, or access information about your business. Ensure your Storefront is up to date and gives you the visibility you need to acquire the couples you want.
Prioritise relevant information like your availability and packages, ensuring the value you can bring is clear, so couples aren't just comparing your prices, but the quality of your service too.
When couples enquire with you, it’s likely they’re also enquiring with other businesses, so responding quickly is vital. We now live in a digital age where people expect quick and tailored responses, and if they don’t get that from you, they’re likely to go with the vendor that did.
Pro Tips
Key Dates for Your Diary
So, it’s official, weekday weddings are on the rise, with a Monday taking the top spot for the first time this year. Though overall Saturdays continue to be the most popular day of the week to get married, it's interesting to see a non-Saturday date take the top spot.
One theme that continues to ring true is the most popular months to get married. May, June, July, August and September are consistently the most popular months to get married.
Engagement season also remains consistent, with December maintaining the top spot as the most popular month for people to pop the question. Last year, it accounted for 17% of all 2023 engagements, with August taking second place at 10%.
It’s common knowledge that summer is the most popular time of year for weddings in the UK, and many vendors will conduct the majority of their business during peak wedding season which runs from May to September.
Historically, Saturdays in peak wedding season have been the most popular with couples, but these are also some of the most expensive dates to host a wedding.
We’ve analysed more than 200,000 wedding dates in our Hitched database (correct as of April 2024), and the results indicate that attitudes towards Saturdays in summer are shifting in favour of more affordable options.
In contrast to the most wedding dates in 2023 where Saturdays dominated the top five, there's no Saturday to be seen in the top five for this year.
As the demand for Saturday weddings shifts slightly, and couples become more open to weekday weddings, communicating your availability is more important than ever.
Businesses that operate all year round, and cater for weekday weddings should ensure this is really clear in their communications. Ensure your working hours and days are visible on your Storefront, and don’t assume couples are only after weekend weddings.
Think about where the gaps in your diary are for this year and next, and adapt your strategy accordingly.
If you want to push your weekday availability, you’re more likely to get bookings from cost-conscious couples if you offer a special rate for certain days of the week using the special offers section on Hitched. This is the best way to maximise the use of promotions.
Pro Tips
How Are Couples Planning Weddings?
Though each couple’s experience is unique to them, our survey found some key, distinct themes with how couples like to plan their weddings.
So, what does the average wedding planning journey look like and how can you use this information to take your business forward?
Couples want to be organised with their wedding ahead of time, with 66% giving themselves a year or more to nail the big day. Because of this, it’s important that you give price and package guidelines for several years ahead, and make it clear that your diary is open for weddings in 2025, 2026 and beyond if that's the case.
It’s great to see couples planning together, with 79% planning weddings with their partner. Ensure all of your communications address couples, not individuals. Be inclusive with your language and remember not every couple consists of a bride and groom. You don’t want anyone on the other end of your email to feel excluded.
The number of couples using wedding planning websites like Hitched has increased since last year, so ensure your Storefront is up-to-date and optimised, as that’s where you will find and interact with couples who are actively planning their wedding.
Pro Tips
The use of wedding planning websites has increased by 11% since 2022
Main Priorities for a UK Couple
To ensure you’re highlighting the best of your business, and tailoring your approach to give couples exactly what they want, you need to become an expert at knowing what their priorities are.
The data indicates that the practical aspects of a wedding, like the size of the guest list, wedding date and location are less of a priority for couples than other aspects such as personalisation and guest satisfaction.
Whilst personalisation and guest entertainment remain strong priorities for couples, it’s impossible to ignore the fact that the second biggest priority for most couples is cost, which saw the most significant increase (7%) since last year.
Considering the economic climate in 2023, this is not surprising. Whilst nearlyweds want to plan a wedding that truly represents who they are as a couple, cost and budget is more top of mind than it has been in previous years.
As wedding vendors, find a happy medium between showcasing the value of your services, whilst being competitive on pricing.
To ensure you are getting high-quality leads from couples who can afford your services, consider being somewhat transparent with your pricing. If you have a premium product with a high price point, you want to attract couples who can afford that, and vice versa.
Don’t cut prices, add value. Ensure you’re selling your services at the right price point by offering different levels, and extra add-ons instead of giving discounts. For more tips on how to talk about pricing with your couples, check out this article.
And if you aren’t comfortable with price transparency, ensure that your Storefront offers a benchmark or approximation of price to give potential customers an idea of whether they can afford you.
Pro Tips
The Average UK Wedding
So we now know how couples plan their wedding, and understand what their priorities are - but what does an average wedding in the UK actually look like?
Below, we have all the insights you need, from where they're getting married to who they're hiring.
Here, you have the most popular wedding supplier categories based on what vendors couples hired for their weddings in 2023.
Traditional wedding suppliers like photographers, cake makers and florists maintain their popularity, as their numbers remaining steady year on year.
The number of couples who hired wedding entertainment, videographers and photo booths all increased by 5%. This comes as no surprise, considering guest satisfaction and personalisation sit at the top of the list when it comes to wedding priorities.
The percentage of couples who hired hair stylists and makeup artists saw the steepest increase, growing 6% since last year’s study. We also found that almost 1 in 5 couples are hiring a celebrant to conduct their wedding ceremony.
Are you neighbouring one of the UK’s most popular wedding counties? Or able and willing to travel?
If so, maximise your Storefront's visibility by listing in multiple counties. Couples may be willing to travel to neighbouring counties or further afield for the right vendor. Only 1 in 2 couples said that the location of their wedding was a priority for them so if they love you, they may travel for you!
Couples are hiring more suppliers for their wedding as more and more entertainment categories emerge, so ensure you are networking with other wedding professionals. Ensure you have your best industry pals listed as recommended suppliers on your Storefront to help increase each other’s visibility.
Pro Tips
Though there's always a place for small, intimate weddings, larger celebrations are still very much a thing, with 1 in 2 couples having between 75 and 150 guests in attendance.
The Wedding Venue Edit
89% of couples who tied the knot last year hired a wedding venue for their big day, and 68% of couples tied the knot within 30 miles of their home, but what kind of venue did they hire for their ceremony and reception?
On average, Hitched couples…
Research 10 venues online
Shortlist
4-5 venues
Visit 3-4 venues (in-person)
Barn and farm wedding venues snapped the top spot this year, with an increase of 5% since last year’s study and 11% in the last two years. More than 1 in 5 couples have their ceremony in a barn or farm wedding venue, so rustic weddings are well and truly back!
Hotel and country house wedding venues still remain popular amongst couples, as do religious buildings, however that number is on the decline, with a -4% decrease since last year.
Cost is the number one factor for couples when deciding which venue to choose, and that figure has increased 6% since last year’s study. Because of this, showcasing the value you bring with regards to your packages and services is imperative.
All wedding packages and offers can be found in the Hitched Deals section, so not only are you increasing your value for couples, but you’re also increasing your Storefront’s visibility to savvy customers looking for offers. Here are some more ideas on the types of promotions you can implement.
Pictures of the main wedding spaces is another main priority for couples looking for wedding venues, so ensure the pictures on your Storefront show the very best of your ceremony and reception spaces.
And with almost 7 in 10 couples tying the knot within 30 miles of their home, it’s vital that you have visibility in neighbouring counties, too.
With the decline of religious ceremonies, and humanist and celebrant weddings pitched as a huge trend for 2024, venues are encouraged to advertise all ceremony options on their Storefronts.
Ensure your packages for both licensed and non-licensed ceremonies are visible, as almost one fifth of couples are now hiring celebrants to conduct humanist and alternative services, and if you work closely with any celebrants, ensure they are listed as recommended suppliers on your listing.
Keen to know more? Keep your eyes peeled for our Wedding Venue Report coming soon!
Pro Tips
What Does a Wedding Cost in the UK?
It’s time to crunch the numbers. We already know that cost and budget are huge factors for couples making decisions about their wedding, but how much does the average wedding cost in the UK, and where is the money being spent?
The average cost of a wedding has increased, so despite the current economic climate, couples are still splashing the cash on the big day and prioritising weddings.
With some couples feeling the squeeze, however, it’s important to make a lot of noise about the value you bring. When listing packages on your Hitched Storefront, ensure you list everything included, giving them a clear understanding of the value behind the price.
Speaking of price, consider being more transparent. If a couple can’t afford you, they can’t afford you, so by giving an indication, you ensure that any leads you get through your Storefront are relevant.
By not giving any guide on price, you run the risk of couples assuming you are out of budget when in fact, you aren’t.
Pro Tips
The Economic Impact on Weddings
There are few people who haven’t been impacted by the cost of living increases, so it’s not surprising that almost 1 in 2 couples felt the impact with regards to their wedding. But how did the economy impact couples wedding planning habits, and what steps did they take to manage?
The impact of the economy on couples is something you have very little control over as vendors, but understanding how this impacts their behaviour is something you can act on.
Our data shows that couples are much more likely to increase their wedding budget (59%) than hire less vendors (21%), which is hugely positive for the industry.
They are more willing to compromise on the number of guests they invite as hire all of the vendors they want, and make the experience better for the guests they do invite.
Wedding planning can feel overwhelming for some, and the current economic climate may add to that feeling. Because of this, it’s your job to make it as easy as possible for couples to work with you by being a supportive stakeholder. Help guide those who need it, and ensure your expertise and experience is communicated on your Storefront.
As vendors, it’s worth having optional extras, upgrades and add-ons, as there are some couples who enjoy creating their own bespoke package.
However, for the cost-conscious couple who find themselves in a position where they have to re-jig the budget a few times, ensure you have at least one all-in package.
Pro Tips
The Knot Worldwide Global Brands
What Does This Mean For You?
Here at Hitched, we’re in the business of helping businesses - after all, data is only useful when you know what to do with it - so here are five key takeaways for you to implement today.
Ready to take your businesses to the next level, set yourself up for a successful year ahead and nail 2024 and 2025?
Visibility
With many couples more likely to prioritise personalisation and guest experience over the location of their wedding, it’s important that your Storefront is visible across as many categories and locations as possible. Couples are on the hunt for their perfect vendors, ones who are going to help make their wedding fun, unique and different, so don’t make them work too hard to find you.
Value
It comes as no surprise that cost was one of the biggest factors for couples when planning their wedding, but this doesn’t mean you need to slash your prices. Instead, demonstrate the value you bring on your Storefront through clear package descriptions, detailed overviews of the service you provide and high quality images and videos of your work. Pictures were in the top five most important considerations for couples when booking a venue, and considering couples browse an average of 10 venues online before booking their viewings, it’s paramount your images showcase the very best of what you offer.
Personalisation
Whilst packages are a great way of showing the value you can provide to couples, we know that personalisation is a key priority for couples when planning their wedding. Show potential customers that you are flexible in how you work by offering a combination of packages and bespoke, tailored services. What can you do for them that will make their wedding stand out from the crowd, and really ‘wow’ their guests? If the sky’s the limit, make sure your couples can see that on your Storefront. Detailed descriptions, excellent imagery and reviews from happy customers talking about their experience will all help to demonstrate this. Read more on the importance of reviews and how to write an impactful description here.
Audience
With an average of 79% of the wedding being planned by the couple, and an average of 61% of the bill being footed by couples’ family and friends, businesses need to keep in mind they aren’t just dealing with an individual. Ensure all communication is inclusive of the couple as a pair and keep your language gender neutral and free from assumptions. When it comes to meetings, appointments and consultations, ask if there is anyone else the couple would like to include in the process as it may not be them themselves who are paying for your services.
Approach
Finally, how you approach your couples can be the difference between closing a sale and losing one. Couples are living in a digital age, but also have high expectations when it comes to personalisation. Because of this, the way you respond to leads is the key to connecting effectively with couples. Find the balance between quick, instantaneous responses, and ones which are tailored to the message you’ve received - find out more here. Use any information given in the lead to make them feel like they are communicating with a person, not just a business. This will help to build trust and form a human connection that can give you the upper hand against your competitors.
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A Global Overview
So, that’s your snapshot of weddings in the UK, what they cost and what the key trends and priorities are for couples, but how does the average wedding here compare to weddings around the world?
Hitched is part of The Knot Worldwide, a celebration company which operates in more than 16 countries around the world. The Knot Worldwide’s global wedding Vendor Marketplace spans across four continents and connects over 4 million couples with almost 850,000 wedding vendors worldwide.
As global industry leaders, we’ve not only got the scoop on weddings in the UK. In fact, we’ve got the low-down on weddings around the world, across four continents.
Fancy yourself as a destination wedding photographer, international wedding planner, or perhaps you’re just as nosy as us…
If these insights intrigue you, get in touch with a sales expert now and find out more about our Destination Weddings product which will allow you to reach couples in Europe and South America, as well as the UK!
Weddings Around the World
*Honeymoon and engagement ring not included
Survey Methodology: National Wedding Survey captured responses from 1,800 UK couples married between January 1 and December 31, 2023; respondents were recruited via email invitation from Hitched 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 2023 trends, this report also includes wedding statistics 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.