Based on insights from 10,000+ U.S. couples, the study underscores the sustained demand and resiliency of the $100B US wedding market, alongside the rise of AI and the impact of Gen Z

Today, The Knot Worldwide (TKWW), a leading global wedding technology platform, released its 2026 Real Weddings Study, which offers one of the most trusted and comprehensive looks at how modern couples are planning for, spending on, and celebrating one of life’s most meaningful moments. Drawing on insights from more than 10,000 U.S. couples married in 2025, the Study underscores key themes such as the resiliency of the $100 billion U.S. wedding industry, how wedding planning has entered the AI era, the need for trust and personalization in selecting a dream team of wedding professionals, how Gen Z is redefining celebrations, and the takeover of lab-grown diamonds.

Even amid ongoing economic uncertainty, weddings remain a non-negotiable life milestone, with around 2 million couples getting married in the U.S. in 2025. Key indicators, including average spend ($34,000), guest count (117), and the number of wedding professionals used (13) remain remarkably consistent year-over-year, signaling a stable and committed market that continues to prioritize celebration.

“The wedding industry continues to be remarkably resilient,” said Esther Lee, Editorial Director, The Knot Worldwide. “No matter the economic climate, couples continue to prioritize celebration and are investing accordingly. What is new is that today’s couples are leading with intention – blending creativity and innovation to design celebrations that reflect their values and are uniquely theirs.”

When it comes to how couples are using new and innovative technology to plan, the use of AI is rapidly becoming part of their toolkit. In just one year, adoption nearly doubled to 36% among engaged couples surveyed. Couples primarily use AI to spark inspiration, answer early-stage questions, and draft communications, before turning to trusted industry platforms to validate details and make final decisions. When it comes to finding a couple’s dream team, chemistry is key. Personality is a top deciding factor for guest-facing professionals like DJs and planners, while clear communication and responsiveness are essential for building trust across all relationships.

Gen Z now represents 41% of the wedding market, and their influence is unmistakable. Traditional, cookie-cutter weddings are giving way to celebrations centered on authenticity, intention, and personal expression. The engagement ring market has also fundamentally shifted. Nearly 9 in 10 proposers pop the question with a ring in hand, and lab-grown center stones account for 61% of all engagement ring purchases, a 239% increase since 2020.

The Real Weddings Study is one of the largest and longest-running studies of its kind, produced by The Knot Worldwide’s Insights & Research Team and fielded annually for nearly 20 years. Additional key findings and the Study’s methodology can be found below.

Key Findings from The Knot Worldwide’s 2026 Real Weddings Study:

• Weddings Prove Resilient:
  • Approximately 2 million U.S. couples married in 2025, making significant financial investments that contributed to the nation's over $100 billion wedding industry.
  • The average wedding cost in 2025 was $34,000, holding steady year-over-year despite ongoing economic pressures, with couples spending an average of $292 per guest, up $8 per guest from 2024 and well above pre-pandemic levels.
  • Three in four couples say their wedding was financially worth the investment, emphasizing the continued importance of the tradition for modern day couples.
  • 85% of couples reported the economy impacted their planning, yet most adapted rather than scaled back — with 77% of those adjusting budgets actually increasing spend.
• Wedding Planning Enters the AI Era:
  • AI adoption nearly doubled year-over-year among couples, increasing to 36%, according to survey data.
  • Couples use AI for functional tasks—such as writing timelines and answering etiquette questions—and for creative inspiration spanning elements such as attire, décor, and guest experience.
  • While AI helps spark ideas, couples continue to rely on trusted wedding planning platforms to validate details and make final decisions.
• Building The Wedding “Dream Team”:
  • Couples hire an average of 13 vendors to bring their day to life, reinforcing that weddings remain deeply rooted in professional expertise and human connection.
  • Two in three couples say hiring wedding professionals is essential, with 89% booking a venue, 88% hiring a photographer, and 85% securing a caterer.
  • Personality is a top deciding factor for 53% of couples hiring a DJ and 50% selecting a planner, while 52% cite responsiveness as key to building trust.
  • Even amid economic pressures, 37% of couples reached out to more vendors than initially planned to find options that fit within their budget.
• Gen Z Redefines the Celebration:
  • Gen Z now represents 41% of the surveyed market, and their influence is unmistakable. Traditional, cookie-cutter weddings are giving way to celebrations rooted in authenticity, intention, and personal expression.
  • Values-driven decisions are on the rise: 32% incorporate religious, ethnic, or cultural elements; 28% include eco-friendly options; and 22% choose locally sourced products.
  • 61% wrote their own vows, signaling a move toward more intentional, customized ceremonies.
  • Pinterest remains the most-used platform for inspiration among respondents, while TikTok usage has grown 2.5x in recent years—highlighting Gen Z’s influence and the rising role of short-form video in shaping wedding trends.
• The Lab-Grown Diamond Takeover:
  • 61% of engagement rings now feature lab-grown center stones – a 239% increase since 2020 based on TKWW survey data.
  • 40% of couples say it is specifically important that their stone be lab-grown, reflecting evolving values and economic pragmatism.
  • Lab-grown diamonds have reshaped expectations around luxury, with an average carat size of 1.9ct and an average spend of $4,600.
  • Nearly 9 in 10 proposers pop the question with a ring in hand, underscoring the continued importance of the engagement ritual—even as preferences evolve.

Methodology:
The Knot Real Weddings Study is one of the largest and longest-running studies of its kind, produced by The Knot’s Insights & Research Team and fielded annually for nearly 20 years. The 2026 Real Weddings Study goes beyond trends to capture how weddings are evolving as both a personal and cultural milestone. The 2026 Study captured self-reported responses from 10,474 US couples married between January 1 and December 31, 2025; respondents were recruited via email invitation from The Knot and/or WeddingWire membership throughout the year 2025. Respondents represent adult couples from all over the country with various ethnicities, income levels, race, age (18+), sexual orientation and gender identity. To provide the most comprehensive view of 2025 wedding industry trends, this report also includes statistics on weddings from additional studies conducted by TKWW throughout the year, among both engaged and newlywed couples. In a typical year, The Knot Worldwide conducts research with more than 100,000 couples, guests and wedding professionals globally.

To read the full report, visit: https://www.theknot.com/content/wedding-data-insights/real-weddings-study.

About The Knot Worldwide
Across North America, Europe, Latin America, and Asia, The Knot Worldwide champions the power of celebration. The company’s global family of brands provides best-in-class products, services, and content to take celebration planning from inspiration to action. Through its wedding brands, including The Knot, WeddingWire, Bodas.net, Hitched.co.uk, Mariages.net, Matrimonio.com, and others, the company offers an extensive database of hundreds of thousands of wedding professionals to assist couples in organizing the happiest day of their lives. We have a brand for every kind of celebration—from booking a birthday party, to planning a wedding, to preparing to become a parent, and every moment in between.

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