Consumers feel the need for celebration, according to The Knot 2025 Real Weddings Study. Some 84% of surveyed couples who are getting ready for their nuptials say they look forward to the wedding day more than anything else this year, given the current macroeconomic and sociopolitical landscape.
More than three-quarters of couples surveyed said weddings remain as important as ever. Almost all couples, at 96%, feel grateful to celebrate in person with loved ones.
In way of an overview, the Knot noted:
- The national average age for couples getting married is 32.
- Couples are inviting an average of 116 guests, consistent with years past.
- About three-quarters of couples say ensuring guests feel cared for is their top priority, even above cost.
- One in three couples are extra mindful of guest spending and affordability.
- Couples continue to hire an average of 14 vendors, prioritizing the dress, for 91%, venue for 90%, photographer, for 87%, caterer, for 84%, and groom’s attire, at 84%.
- Elvis Presley’s “Can’t Help Falling in Love” remains the top first dance song, followed by “Joy of My Life” by Chris Stapleton, “Life With You” by Kelsey Hart, “At Last” by Etta James, and “Lover” by Taylor Swift.
Some popular wedding themes include ‘old money,’ ‘country/western vibes,’ ‘cottagecore,’ ‘quiet luxury,’ and ‘fairytale.’
Among the study’s findings is that Gen Z is embracing established traditions more than Millennials, most likely due to their younger marrying age and family influence. Yet they’re also putting their own spin on the nuptial occasion. Gen Z is more likely than Millennials to favor cake-cutting, at 77% versus 67%, bouquet tosses, at 38% versus 23%, and changing last names upon marriage, at 85% versus 73%. However, Gen Z is also embracing newer traditions, for example favoring grand exits more than Millennials, at 43% versus 26%, and unplugged ceremonies, at 62% versus 54%. Millennials are more likely than Gen Zers to host pre- and post-wedding events, such as welcome gatherings, at 30% versus 15%, after parties, at 32% versus 22%, and morning-after brunches, at 24% versus 17%. They also opt for smaller or no wedding parties, at 30% versus 18%, activity-filled wedding weekends, at 26% versus 13%, and champagne toasts, at 44% versus 31%.
Fall remains the top wedding season, with October being the most popular month, with 17% of weddings. Some consumers are capitalizing on new technologies such as AI for speechwriting, guest communication, and wedding-design recommendations. Wedding planners are also interested in betting apps for guests, glambots, laser shows, and video mapping.
Regarding gifting, NFL, MLB, NBA, and NHL tickets are among the most registered gifts on The Knot Registry Store, while Home Depot, Airbnb and Delta Airlines are the top three most requested gift cards by couples. Honeymoon cash, new home funds and round-trip airfares are the top three registered cash gifts listed on The Knot Registry.
Santa Barbara, CA, San Diego, Chicago, New Orleans and Long Island, NY, continue to be the most searched-for wedding destinations on The Knot Vendor Marketplace for couples getting married in 2025.
Although economic pressures continue to shape wedding planning, couples remain committed to celebrating, The Knot maintained. Almost eight in 10 couples say their wedding is well worth the financial investment, and about half of couples rely on vendor guidance to stay within budget.
In 2024, the national average wedding cost in the United States decreased by $2,000 to $33,000 compared to 2023. After rising costs post-COVID, 2024 saw many costs remaining flat or slightly decreasing, in line with the overall softening of inflation last year. Venues are often the most significant investment, with couples sharing that they spent, on average, anywhere from $8,000 for just the venue to about $22,000 for a venue including catering, alcohol and rentals.
Wedding costs vary by factors such as geographic location, guest count, style of wedding and number of vendors hired. For example, average wedding costs in Utah, at $18,000, Iowa at $19,000, and Nevada, at $20,000, fell significantly below the average, while those in New Jersey, at $57,000, Rhode Island, at $51,000, and Illinois, at $39,000, rose above it.
Despite these shifts, almost half of couples find their initial wedding budget falls short of wedding costs, underscoring the importance of careful financial planning. In response, 54% of couples getting married adjust guest lists and decor, while continuing to lean on vendor expertise.
“In an increasingly tech-driven world, bringing people together to celebrate meaningful moments in person has never been more important,” said Raina Moskowitz, The Knot Worldwide CEO. “Weddings play a powerful role in fostering connections beyond the couple, with to-be-weds more focused than ever on creating an unforgettable guest experience, and vendors continue to be an invaluable source of support and inspiration every step of the way. Gen Z’s influence on wedding trends is undeniable, from the rise of ‘old money’ aesthetic and ‘quiet luxury’ wedding themes, to the integration of new technology like glambots, laser shows and betting apps that add a playful, gamified touch to the big day. Despite macroeconomic pressures, the vast majority of couples continue to see their wedding as a worthwhile investment.”
