As 2024 draws to a close, it's time to reflect on the year in weddings—a year of surprising shifts, new trends and valuable lessons for planners, couples and venues. It was a year that saw some high points, but also challenges that made us rethink how weddings are planned, booked and celebrated.
The Decline in Weddings: “The Wedding Gap”
Historically seen as resilient to economic downturns, one of the most unexpected trends of 2024 was the noticeable decline in the number of weddings being booked. After a surge in bookings in recent years, particularly post-pandemic, this slowdown caught many in the industry by surprise, with bookings being down 40 - 50% for normal levels pre-pandemic.
While there were multiple factors at play, a few key reasons stand out:
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Economic Unpredictability: One of the main factors contributing to the wedding gap is the ongoing financial uncertainty. In a time characterized by global economic instability, couples are becoming more mindful of their spending. Concerns about job security and the rising cost of living have led many to reconsider their financial priorities, resulting in postponed or scaled-down wedding plans.
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Dating Standstill: The COVID-19 pandemic turned life upside down, putting routines, plans and especially the world of romance on pause. While wedding cancellations and postponements in 2020 might come to mind first, and understandably so, what about all the love stories that never even had the chance to begin? The pandemic caused a widespread slowdown in the search for romance. Social distancing, travel restrictions and lockdowns reduced in-person interactions, making conventional dating, and meeting new people difficult. These limitations created a ripple effect throughout the dating scene, leaving singles with an extended period of restricted opportunities for connection. The decline in dating from March 2020 to late 2021 had a direct impact on the “Wedding Gap” of 2024.
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Evolving Social Trends: Cultural and societal changes are reshaping how people view marriage and weddings. Millennials and Generation Z, who now make up a large portion of those tying the knot, tend to prioritize experiences over material goods. This shift in values has led to smaller, more cost-conscious weddings or a growing preference for alternative forms of commitment that don't involve traditional, elaborate ceremonies.
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In short, a tightening economy, shifts in couples' priorities and a growing tendency to opt for smaller, more intimate celebrations over large-scale events all played a pivotal role.
Environmental Awareness
Increasing environmental consciousness strongly influenced wedding trends, with many couples opting for eco-friendly and sustainable celebrations. Eco-friendly weddings seem to be becoming a standard expectation. Couples are prioritizing sustainability through local sourcing, sustainable venues and eco-conscious vendors. More couples are choosing to repurpose décor and utilize rental options to reduce waste.
Non-Traditional Venues
In 2024, couples explored more unconventional venues to make their weddings stand out and offer unique experiences. The 2024 couple opted for settings that not only reflected their personalities, but also their interests. Outdoor locations such as botanical gardens, forests, mountaintops and vineyards were popular choices for couples wanting to incorporate nature into their special day. Art galleries and museums appealed to couples who wanted to surround themselves and their guests with culture and creativity. These spaces offered a chic, modern ambiance that were ideal for smaller, intimate gatherings or unique reception experiences. Boutique hotels were trending, too, offering a blend of luxury and character. What was appealing to couples was that these hotels can provide both accommodations and event space, allowing them to create a cohesive and immersive experience for their guests. Private estates and vacation homes were also a big trend for couples who wanted a completely customizable space, while also giving them privacy and a home-away-from-home vibe.
Destination Weddings
Destination weddings continued to thrive in 2024. Couples were increasingly drawn to locations that offered unique experiences and unforgettable memories. Some of the most popular destinations this year included the French Riviera, Cabo San Lucas, Portugal, The Bahamas, the Colorado Rockies and Marrakesh, Morocco.
Cue the Champagne
Originally gaining popularity in the Roaring ‘20s and the Great Gatsby era, Champagne towers were often seen as a symbol of luxury and extravagance at high-end wedding receptions in the 1980s. The trend started to see a decline towards the latter part of the decade and then seemingly went away all together. Well guess what? What was once old seems to be new again with the Champagne tower making a massive comeback in 2024.
Tech-Infused Weddings
The tech trend took weddings by storm in 2024, showing up in countless creative ways. From interactive guest experiences to high-tech entertainment, couples used innovation to make their big day unforgettable. Instead of traditional paper guestbooks, couples used touchscreens or tablets where guests could leave video messages or sign digital guestbooks. Some platforms even allowed guests to upload photos directly to the couple’s online gallery in real-time. Couples created immersive experiences by using AI-generated music or customized playlists that played seamlessly throughout different parts of the day, from the ceremony to the dance floor. When you think of traditional wedding vendors, planners, photographers, videographers and florists likely come to mind. While these experts are essential to bringing a wedding vision to life, there’s a new pro emerging in the industry: wedding content creators. In an era dominated by Instagram reels and TikTok trends, social media content creation is front and center for many couples. Even those who aren’t “influencers” want to share tagged IG stories during their wedding weekend or recreate a TikTok trend with their bridal party. But weddings are fast-paced, and couples don’t always have their phone at the ready to capture those spontaneous moments, hence the emergence of wedding content creators.
Wrapping up 2024
Our favorite trend of 2024 has been couples breaking away from "tradition" and fully embracing what feels right for them. Whether it's hosting an intimate celebration with their closest loved ones, planning a destination wedding in their dream location, or including their pets in the festivities, couples in 2024 redefined what a wedding can look like. It's all about doing things their way—creating a day that authentically reflects their love and celebrates their relationship in a way that's meaningful and true to who they are.
As we look ahead, it's clear that weddings will continue to evolve, with couples making bold choices that reflect their unique love stories. Whether through technology, personalization or breaking tradition, 2024 reminds us that the best weddings are the ones where love takes center stage—on the couple's own terms.
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