How can you connect better with couples, build relationships with them and make them want to hire you for their wedding?
The key is to understand exactly who today's wedding planning couples are. According to our research, this is what the average wedding planning couple looks like...
Are you ready for your best year yet?
Ready to put all these tips into practise? There's no time like the present...
Our annual wedding industry report is back and bigger than ever. This year's National Wedding Survey is jam-packed with brand new data and insights about the couples you want to work with. Discover the average cost of a wedding, find out which vendor categories are trending up and learn more about today's wedding planning couples. Plus so much more...
The Couples
Before we dive into the data, let's talk about how we collated it.
This report is compiled using data from our annual National Wedding Survey, which, this year, includes data from more than 3,000 couples who got married in 2024. 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 weddings, this report also includes wedding statistics from ad hoc studies conducted throughout the year, and from our own database. In a typical year, The Knot Worldwide conducts research with more than 300,000 couples, guests and wedding professionals globally.
Methodology
When we look at the generational split of weddings, Millennials remain consistent year on year.
Last year, Gen Z made up almost 20% of couples getting married, but this year we see a shift with double the amount of Gen X and Boomer couples saying 'I do'.
With Millennials making up the majority of UK weddings, it's not surprising that the number of couples getting married after having children has increased 7%ppts (from 19% to 26%) in just one year.
Gen Z couples make up more than 1 in 10 UK weddings, so it's important to move with the times and make sure your content appeals to new and younger audiences.
Having said that, Gen X and Boomer weddings have doubled since last year. Rather than only focusing on new and emerging platforms, ensure you are present on all channels so that everyone can find and connect with you no matter their age bracket.
Wedding Planning
Looking at last year's results, food and drink and guests having a good time are both priorities which are trending upwards.
On the flip side, cost and budget has seen a decrease of 6%ppts since last year (65%). Though many of us can relate to feeling squeezed by the current economy, and 59% is still a substantial percentage, it's reassuring to know that couples are slightly less focused on the cost and more on other aspects of the wedding.
Now we know who's planning the wedding, let's dive into how they're planning their weddings.
Wedding websites are now the most popular way for couples to communicate key information about their wedding. Does your online presence allow you to be easily featured on couples' wedding websites?
If you're a venue who has accommodation for guests to book, or a band who are taking requests ahead of the big day, ensure your service can be easily integrated or featured on a wedding website. It's a great way to get additional exposure for your business too!
The Average UK Wedding
So, what does the average wedding look like in the UK, and how does it differ from the data in last year's report?
2024 seems to be the year where couples really lean into what they want versus what's always been done. When it comes to speeches, almost 30% of brides, 1 in 4 maids of honour and 1 in 10 bridesmaids now take centre stage in what was once a very male-dominated part of the day. When dealing with clients, it's important not to make assumptions about who'll be doing what.
The Venues Edit
Before we delve into specific vendor categories, let's take a deep-dive into the first decision a couple usually makes – their wedding venue.
Now we know what type of venues couples are hiring, it's time to take a look at how they choose between the thousands of options on Hitched.
Despite the unpredictable great British weather, the number of couples choosing to have an indoor-outdoor wedding reception has increased 7% points since last year, and one of the key considerations for 15% of couples is whether or not a venue can accommodate outdoor ceremonies. If you're a venue who offers a hybrid space for indoor-outdoor celebrations, or a vendor who can cater for both, make this known on your Storefront!
The Vendors Edit
Now onto the wonderful dream team who make the wedding magic happen. Let's take a look at how couples find their vendors, who they're booking and what they're looking for from you!
If you take anything from this data, it's that wedding businesses needs to be visible on multiple platforms. Couples are looking to a range of sources when it comes to finding their vendors, but take note of those which are trending up, and those which are trending down.
Many of these wedding vendor categories have remained steady year on year, which is a good sign for vendors, but we can see from the data that a few are seeing increases.
Wedding catering has seen significant growth with 44% of couples hiring a caterer compared to 33% last year. That's a significant increase and excellent news for those in that field.
Celebrants and saxophonists were two of the big callouts from our 2024 Wedding Trends Report, so it comes as no surprise that they're growing in popularity, and videography featured in the 2025 edition of the Trends Report, so we expect to see this number grow even further next year!
Other vendors should take a look at what these growth areas mean for the industry as a whole. The steep increase in catering is aligned with the increase we saw in couples' priorities. Food and beverage continue to play a significant role in UK weddings.
The growth in celebrants, musicians and videographers all lean into the notion that couples want their wedding to feel personalised and to their taste. This was one of the key themes last year and it looks like it's here to stay.
Though almost half of couples are using social media to look for vendors, this is a downward trend for this year, with a 5% point decrease since 2023. Wedding related websites and directories are seeing the opposite, with usage increasing by 15% points since 2022. Take these insights into account when you think about how you distribute your investments and efforts and make sure your Storefront is your top priority in 2025!
Wedding Costs & Budgets
Wedding budgets are determined by couples, but for many, it's their first time planning such an elaborate event. Of course, it's down to the couple to decide what they deem to be the right amount of money to spend on their big day, but how many of them set, and actually stick to a budget, and what is the average cost of a wedding in the UK today?
Almost half of couples said their wedding budget was impacted by the economy, which remains consistent when we compare to last year's data. What's positive for the industry, however, is the way couples are dealing with this impact. More couples are willing to invite fewer guests, increase their budget and DIY some elements than hire fewer vendors.
Honeymoons
The fun (and spending!) doesn't stop once the wedding is over. Next up is the holiday of a lifetime, a couple's honeymoon! Our survey shows that a staggering 94% of couples go on a honeymoon, minimoon or both, with just 6% opting for neither. But what are couples spending on their honeymoon, and where are they jetting off to?
2025 Opportunities
You have the data, you have the pro tips, but what now? As wedding pros, your goal should be for every year in business to be better than the last. In order to make 2025 your best year yet, you need to take action.
And for those of you who don't believe it can get any better, let's take a look at the scale of opportunity you have on Hitched alone.
Get ready to grab 2025 by the horns, because we're telling you, it's time.
Visibility = Leads
Speak to a member of our team about expanding your opportunities and visibility on Hitched, or head to your Storefront now and ensure you're actioning all of our Pro Tips.
This is your year, so start doing.
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What's Inside?
Thinking about the style and colour themes, let's look at what couples were loving in 2024.
There are some traditions, such as wedding favours (69%), first dances (86%) and cake cutting ceremonies (80%) which continue to remain a big part of many couples' wedding days. This year, however, we're seeing new trends such as signature cocktails and first look shots emerge.
*Remember these numbers represent an average and include those with higher and lower wedding budgets.
Alongside saving for and paying for their wedding, many couples have additional financial goals and commitments they are saving for. More than 6 in 10 couples are saving for a honeymoon, and almost 1/3 are saving to buy a house, which is an increase of 5% points since last year.
What's also increasingly positive news for vendors is that wedding spend continues to rise.
Couples are willing to invest in their special day and the vendors who help to make the magic happen.
If you're one of the growing categories, make the most of the upward trajectory and invest in your advertising this year. If couples are looking to hire more celebrants, caterers and musicians, make sure it's you they choose.
Note* that when we refer to increases and decreases in data as +/- X%ppts, we are referring to the increase or decrease in percentage points, e.g. something increasing from 50% to 55% would be marked as +5%ppts.
Last year, the most popular way to share key details about the wedding was through mail, but the way couples are communicating with their guests is changing.
Here, we can see a steep decrease in post and mail communication (54% compared to 67% last year), and an increase in the use of both wedding websites and tools such as WhatsApp.
Wedding websites are now the most popular way for couples to communicate key information about their wedding. Does your online presence allow you to be easily featured on couples' wedding websites?
If you're a venue who has accommodation for guests to book, or a band who are taking requests ahead of the big day, ensure your service can be easily integrated or featured on a wedding website. It's a great way to get additional exposure for your business too!
When looking at the finer details, we can see some new trends emerging when it comes to speeches, fashion and more.
When looking at the finer details, we can see some new trends emerging when it comes to speeches, fashion and more.
Last year, the most popular way to share key details about the wedding was through mail, but the way couples are communicating with their guests is changing.
Here, we can see a steep decrease in post and mail communication (54% compared to 67% last year), and an increase in the use of both wedding websites and tools such as WhatsApp.
