Our State of the union about the wedding industry
Listen to our full conversation on Episode #2 of The Edit podcast
We've been in the thick of wedding industry marketing since 2019, and let's be honest, the landscape has shifted dramatically in the past few years. From cost-of-living pressures reshaping couple priorities to AI changing how businesses operate, there's never been a more exciting (or challenging) time to be a wedding vendor.
In this weeks podcast episode, Sophie and I dove deep into what we're seeing across our client portfolio and what it means for wedding businesses moving forward. Here's what's really happening out there and how you can adapt your brand to thrive.
The Great Wedding Delay
With cost of living pressures, over the last 18 months, we have seen couples delay their weddings back by six to twelve months? Those couples might finally be saying "I do." but we have a continued knock on affect of couples choosing mortgages over ceremonies.
But here's what this means for you as a vendor: couples are more discerning than ever. They've had extra time to research, save, and refine their vision. When they finally reach out, they're serious, but they're also expecting exceptional value and service.
The opportunity: Focus on what makes your brand stand out. When couples are comparing multiple vendors, it's your personality, attention to detail, and genuine connection that will win the booking.
Micro Weddings Aren't Going Anywhere
The traditional 100+ guest wedding isn't the default anymore. We're seeing couples opt for intimate courthouse ceremonies followed by epic parties, multi-day celebrations, and everything in between. Some want 30 guests, others want 300, but they all want packages that actually fit their vision.
Action step: Audit your current offerings. Do you have packages for 30-50 people? Can you accommodate multi-day celebrations? Being nimble with your service structure isn't just helpful, it's essential.
The flip side? That ultra-luxury market is absolutely thriving. High-net-worth couples are investing in elaborate, multi-day experiences because they have the disposable income to create something truly spectacular.
Personal Branding: Scary but Necessary
We get it, getting in front of the camera feels vulnerable. But couples are craving authentic connection in an increasingly automated world. They're tired of perfect, polished content that all looks the same.
Start small: Try voiceovers on behind-the-scenes footage. Give wedding venue tours on TikTok. Share your actual process, not just the final result. Couples want to know what it's like to work with you, not just what you deliver.
AI is Changing the Game (For Everyone)
Here's the reality: your couples are already using AI to research vendors, create mood boards, and gather inspiration. They might be asking ChatGPT to "find Sydney-based photographers with this aesthetic" before they even land on your website.
For your business: AI can streamline operations, help with content creation, and spark inspiration. But don't let it make you sound generic. Your voice and perspective are what set you apart.
The warning: If you're using AI to write all your client communications, you'll start sounding like everyone else. Couples will notice, and it won't help you stand out in a crowded market.
The Education Economy is Booming
Established wedding vendors are launching online courses, workshops, and template shops. If you've been in the industry for a few years, you have knowledge that newer vendors desperately need.
Consider this: Could you create a workshop on styling tablescapes? A course on client communication? Templates for wedding timelines? It's additional revenue that doesn't require booking more weddings.
Networking Still Trumps Everything
Instagram fatigue is real, but word-of-mouth recommendations are more powerful than ever. Getting on venue preferred vendor lists, building relationships with complementary businesses, and nurturing your professional network will always be your best marketing investment.
Quick win: Reach out to three venues in your area this week. Introduce yourself, share your work, and ask about their preferred vendor process. One coffee meeting could lead to dozens of referrals.
What to Stop Doing in 2025
Stop chasing every trend: If it doesn't align with your brand strategy, skip it. Consistency trumps viral moments every time.
Stop being available 24/7: Set boundaries around DM responses and client communication. You can be responsive without being constantly "on."
Stop copying competitors: Couples are comparing multiple vendors. If you all sound the same, price becomes the only differentiator.
The Bottom Line
The wedding industry is evolving, not dying. The brands that will thrive are those that stay true to their unique voice while adapting to changing couple needs. Whether that's adding micro-wedding packages, embracing TikTok, or launching educational offerings, the key is being intentional about every move.
We're not saying you need to do everything at once. Pick one or two strategies that align with your brand and execute them brilliantly. Couples can sense authenticity from a mile away, and that's what they're really buying.
Want to dive deeper into these trends? Listen to the full conversation on Episode #2 of The Edit podcast. We cover everything from AI tools to networking strategies, plus share specific examples from our client work.
Ready to elevate your wedding business marketing? We're always here to chat about strategy, branding, and what's working in today's market. Drop us a line—we'd love to hear what trends you're seeing in your corner of the industry.
