Few
industries are as tradition-bound as the wedding business, and The Knot’s new annual survey suggests not much is changing. The number of couples planning to get married is holding roughly steady
at 2 million, and despite the ongoing economic squeeze facing younger consumers, spending remains surprisingly resilient, averaging $34,000. Big celebrations are still the norm, with weddings
averaging 117 guests, and planning continues to require plenty of support: couples rely on an average of 13 wedding professionals.
But as Gen Z steps more firmly into adulthood, now accounting
for 41% of weddings, subtle shifts are emerging. Cookie-cutter ceremonies are giving way to more personal celebrations, with couples leaning harder into self-expression and values-driven choices. Some
61% are writing their own vows, while nearly a third are incorporating religious, ethnic, or cultural elements. Another 28% include eco-friendly options, and 22% choose locally sourced
products.
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Digital behavior is evolving as well. Pinterest remains the most-used planning platform, but short-form video continues shaping preferences, with TikTok usage growing
2.5× in recent years.
The engagement ring market is undergoing more dramatic change. Engagement rings remain central to proposals, with nine out of 10
proposers reporting they had a ring when they popped the question. Lab-grown center stones now account for 61% of engagement ring purchases, representing a 239% increase since 2020. Some 40% of
respondents say the lab-grown distinction was important to their decision. Lab-grown diamonds averaged 1.9 carats at a price of $4,600.
Economic considerations were invited to the wedding
party right away. Some 85% of couples, whose average age is 32, say finances influenced budgets and decision-making, with 55% revising elements of their original plans. About 41% exceeded their
budgets. Family support continues playing a major role, with 52% of couples reporting that family paid for all or most of the wedding, while 48% funded the event themselves.
The annual study,
now in its 20th year, is based on self-reported responses from more than 10,000 U.S. couples married in 2025.