Here’s a closer look at alllllllll of the data that informed our 2025 First Look Report.

Before the Big Day

Practicality might not sound romantic, but it’s a big part of modern love stories. Many couples are diving into wedding planning well before their official engagement, tag-teaming on projects like building a mood board, curating a registry and shopping for rings together. Even the traditional surprise proposal is evolving, with more couples discussing engagement timing and even exploring counter proposals. The holiday season, particularly Christmas and New Year’s proper, is still the most popular time for engagements, and most people are engaged for 1-2 years.

Before getting married you and your partner will have…

• 92% Lived together
• 43% - Combined finances
• 24% - Bought a home
• 22% - Gone through any form of couples therapy or pre-marital counseling
• 20% - Made another big purchase
• 17% - Shared debt
• 11% - Broken up and gotten back together
• 11% - Had children (together or separate)
• 7% - Been in a previous marriage
• 6% - Signed a prenuptial agreement

Why are you having a wedding?

• 70% - We want a fun party
• 59% - We /I have always dreamed about it
• 54% - It means a lot to us
• 52% - We want to demonstrate our love for each other
• 30% - Our families want us to
• 23% - It’s tradition / everyone we know did
• 19% - For the spiritual / religious / cultural meaning
• 11% - Because society says you do it
• 2% - We did not really want to have a wedding
• 5% - Other

How long will you have been engaged by the time you get married?

• 0% - Between 1-6 months
• 7% - Between 7-11 months
• 50% - between 12-18 months
• 18% - between 19-23 months
• 17% - 2 years
• 3% - 3 years
• 1% - 4 years

How did you and your partner meet?

• 29% - Through an online dating service or app
• 27% - At school
• 16% - Through friends
• 10% - At work
• 5% - On social media
• 3% - At an event
• 2% - At a place of religion
• 0% - At a class outside of school
• 8% - Other

What month did you get engaged?

• 5% - January
• 7% - February
• 8% - March
• 9% - April
• 11% - May
• 11% - June
• 10% - July
• 7% - August
• 6% - September
• 7% - October
• 6% - November
• 13% - December

How long will you have been with your partner by the time you get married?

• 1% - 1 year
• 9% - 2 years
• 15% - 3 years
• 17% - 4 years
• 15% - 5 years
• 12% - 6 years
• 9% - 7 years
• 7% - 8 years
• 5% - 9 years
• 8% - 10+ years

Which of the following wedding planning activities did you do BEFORE getting engaged?

• 70% Discussed when you would get engaged
• 53% Shopped for rings WITH your partner
• 30% Created a wedding moodboard
• 24% Shopped for rings WITHOUT your partner
• 18% Discussed the budget for your wedding
• 12% Decided on your wedding date
• 8% Toured a wedding venue
• 6% BOOKED a wedding venue
• 6% Started your wedding website
• 4% Shopped for wedding attire (dress, suit, etc)
• 4% Created your wedding registry
• 2% Proposed to your wedding party
• 1% Sent out a save the date

How prepared did you feel to plan your wedding before you started?

• 37% A little prepared, I had to do some research
• 35% Pretty prepared, but there were some things I didn’t realize
• 23% Not at all prepared
• 6% Super prepared, nothing surprised me

What didn’t you feel prepared for?

• 71% The sheer number of decisions
• 55% Managing a budget
• 49% Managing the guest list
• 45% Setting a budget
• 44% Vendor outreach and hiring
• 41% Vendor negotiations / contracts
• 27% Discussing our finances
• 38% Any family / friend drama
• 13% The commitment that comes with it
• 3% Other

My engagement ring or jewelry style is…

• 79% - Exactly what I wanted
• 39% - Lab-grown and/or ethically sourced
• 34% - One-stone
• 28% - Multi-stone
• 9% - Has colored gems
• 8% - Heirloom or passed down from a family member
• 6% - Not exactly what I wanted
• 4% - vintage / antique
• 4% - Engraved with something personal
• 3% - mixed metals
• 1% - East-west setting
• 1% - No stone at all
• 0% - Toie et Moi style
• 0% - Not a ring a different piece of jewelry
• 1% - I don’t have an engagement ring or jewelry (41 ppl)
• 4% - Other

Why don’t you have any engagement jewelry?

• 29% - We cannot afford it right now
• 12% - It’s not practical for me
• 12% - It’s not the cultural norm
• 17% - I don’t want any
• 41% - Other

In the future, if you have the opportunity or means, would you ever consider upgrading your engagement ring?

• 36% - Sure, why not!
• 65% - No, I will love it forever just the way it is

Did you or your partner counter propose?

• 8% - Yes
• 8% - No, but I wish we did
• 84% - No, and that’s not for us

Are you planning to have a wedding registry?

• 81% - Yes
• 10% - No
• 9% - Not sure

The Planning Process

Planning a wedding can feel intimidating, but with Zola – and a little bit of support from family, friends and your partner – it can be not only doable, but enjoyable.

How has wedding planning been for you so far?

• 53% - Overall enjoyable
• 17% - Amazing - I absolutely love all of the decisions and details & could do this for a living
• 27% - It’s not my favorite, but I’m figuring it out
• 2% - I hate it - I want to delegate everything

If you could change anything about the wedding planning journey, what would you change?

• 34% - Wedding diet culture
• 33% - Balance / assumptions around wedding planning responsibilities
• 31% - Bride’s family paying for the wedding
• 22% - Representation of weddings in the media & pop culture
• 16% - Being “given away” / walked down the aisle
• 13% - Gendered wedding parties
• 10% - Name changing / taking partner’s last name
• 9% - Sending handwritten thank you notes
• 6% - The proposal process
• 4% - Wearing white
• 2% - The ring
• 18% - Nothing about the journey needs to change
• 6% - Other (basically all answers are around the cost)

Which wedding-specific events are you planning?

• 18.92% - Engagement Party
• 55.08% - Bachelor or Bachelorette Party
• 39.77% - Wedding Shower
• 4.53% - Courthouse Ceremony
• 89.95% - Ceremony (not in a courthouse)
• 96.91% - Reception
• 66.86% - Rehearsal Dinner
• 31.14% - Welcome Party
• 29.59% - Wedding After-Party
• 21.51% - Goodbye Brunch
• 74.37% - Honeymoon
• 4.27% - Specific Cultural Event

What words would you use to describe wedding planning?

• 70% - Exciting
• 53% - Special
• 52% - Stressful
• 51% - Fun
• 49% - Overwhelming
• 39% - Full of love
• 35% - Surprising / Unexpected
• 34% - Grateful
• 28% - Joyful
• 22% - Nerve-wracking
• 20% - Inspired
• 20% - Exhausting
• 13% - Absurd / Ridiculous
• 12% -Amusing / Funny
• 12% - Frustrating
• 11% - Chill
• 7% - Neutral
• 4% - Disappointing
• 3% - Unhinged
• 2% - Other

How prepared did you feel to plan your wedding before you started?

• 37% A little prepared, I had to do some research
• 35% Pretty prepared, but there were some things I didn’t realize
• 23% Not at all prepared
• 6% Super prepared, nothing surprised me

What didn’t you feel prepared for?

• 71% The sheer number of decisions
• 55% Managing a budget
• 49% Managing the guest list
• 45% Setting a budget
• 44% Vendor outreach and hiring
• 41% Vendor negotiations / contracts
• 27% Discussing our finances
• 38% Any family / friend drama
• 13% The commitment that comes with it
• 3% Other

So far, what has been the single biggest pain point during your wedding planning process?

• 48% Managing expectations of what we could afford vs. our inspiration
• 31% Creating / managing our budget
• 29% Creating our guest list
• 18% Choosing other vendors
• 15% Finding wedding inspiration that feels like us
• 15% Selecting wedding decor (flowers, balloons, etc)
• 12% Booking our venue
• 11% Deciding who to add to our wedding party
• 7% Picking out / designing our save-the-dates or invites
• 7% Saying “yes” to wedding attire
• 5% Deciding on our menu
• 5% Creating our wedding registry
• 5% Creating our playlist
• 4% Sharing the news with family and friends
• 4% Picking our date
• 3% Building our wedding website
• 1% Writing thank you notes

Who have you relied on to get you through this planning process?

• 85% My partner
• 82% Myself
• 56% My parent(s) / guardian(s)
• 47% My best friend(s)
• 22% My sibling
• 21% My married friends
• 18% My wedding vendors
• 18% My pet
• 16% Social media
• 8% My coworkers
• 8% My therapist
• 2% Religious figure
• 1% My children
• 4% Other

Have any of the below parties caused MORE stress or made the planning process more difficult?

• 43% My parents / guardians
• 35% Other family members
• 19% My partner
• 18% Myself
• 17% Social media
• 10% My unmarried friends
• 9% My sibling
• 8% My wedding vendors
• 5% My married friends
• 3% My coworkers
• 1% Religious figure
• 1% My pet
• 14% Other

On average, in comparison to the amount of time you spend planning, your partner spends ____ time:

• 4% More
• 7% Equal
• 12% Almost equal
• 43% Less
• 29% Barely any
• 5% Zero

Are you experiencing any of the following challenges while wedding planning?

• 42% Family drama
• 29% Pressure to look a certain way
• 21% Grief / loss of a loved one
• 15% Friend drama
• 14% Lack of support from your family
• 7% Lack of support from your partner
• 2% Discrimination / judgment based on sexual orientation (100% of the couples who checked this box were in an LGBTQ relationship.)
• 1% Discrimination / judgment based on previous marriage
• 27% None of the above

Has or will AI support you with wedding planning? (e.g. to help draft vows, thank you note, help with design or budget management)

• 23% Yes
• 77% No, we’re not using any AI

Is it or is it not acceptable to use AI as a shortcut to…

| | Acceptable | Not acceptable| | ------------------------------------ | ---------- | ------------- | | Find your wedding inspo | 96% | 4% | | Write your wedding vows | 51% | 49% | | Write a wedding toast or speech | 74% | 26% | | Createyour wedding website | 96% | 4% | | Manage your budget | 90% | 10% | | Write your thank you notes | 80% | 20% | | Create schedules or programs | 97% | 3% | | Plan your honeymoon | 86% | 14% | | Create your playlist | 83% | 17% | | Divide up planning responsibilities | 83% | 17% |

Where are you getting your wedding inspo?

• 75% - Pinterest
• 61% - My own creativity / vision
• 57% - Instagram
• 54% - Other weddings I’ve been to
• 41% - TikTok
• 33% - From Zola
• 31% - From my vendors
• 21% - From an online community of other engaged couples
• 14% - Facebook
• 13% - Influencers / celebrities
• 12% - Wedding magazines or blogs
• 12% - Google
• 12% - Other couples wedding websites
• 4% - Youtube
• 2% - Other

Which social media platform is absolutely invaluable / crucial to your wedding planning process?

• 51% - Pinterest
• 15% - TikTok
• 18% - Instagram
• 4% - Facebook
• 3% - Reddit
• 1% Youtube
• 9% - None, social media didn’t support me in planning

Will you plan to create any social-first content for your wedding?

• 21% - Yes
• 79% - No

Did you make any choices based on something you saw on social media?

• 75% - Yes
• 25% - No

The Money Manifesto

Couples are diving into wedding planning with a mix of romantic dreams and pragmatic budgeting, recognizing that creating their perfect day is part emotional journey, part strategic financial mission. Gone are the days when all parents would write a blank check for the entire celebration. Today's engaged couples are taking unprecedented financial ownership, carefully balancing family support with their own savings and vision. They're crafting weddings that reflect their personal style and financial reality, navigating the delicate dance between Instagram-worthy moments and fiscal responsibility. It's less about how much money is spent and more about creating a meaningful celebration that truly represents their love and commitment — even if that means getting creative with the budget.

What is your wedding budget?

• 3% - $5,000 or less
• 9% - $5,000 - $10,000
• 11% - $10,000 - $15,000
• 11% - $15,000 - $20,000
• 18% - $20,000 - $30,000
• 14% - $30,000 - $40,000
• 10% - $40,000 - $50,000
• 12% - $50,000 - $75,000
• 6% - $75,000 - $100,000
• 2% - $100,000 - $125,000
• 1% - $125,000 - $150,000
• 1% - $150,000 or more
• 2% - Prefer not to answer

If you’re planning a destination wedding, do you expect your guests to spend more, less or the same amount on your wedding gift?

• 4% - More
• 79% - Less
• 17% - The same

Are you and your partner contributing to the cost of your wedding?

• 58% - Yes - we are contributing to the cost, but not paying for it in full
• 29% - Yes - we are completely covering the cost ourselves
• 12% - No - our wedding cost is being covered by loved ones
• 1% - No - other

How are you financing your wedding?

• 49% - I / we saved up for years before getting engaged
• 31% - We are optimizing credit cards (including using points, taking out new credit cards, etc.)
• 20% - I / we have taken second or third jobs
• 16% - Adding wedding elements
• 6% - We have taken out a loan
• 2% - Crowdsourcing / funding
• 24% Other

Who else is contributing to the cost of your wedding?

• 94% - My family
• 69% - Partner’s family
• 1% - Friends
• 1% - Other

What elements of your wedding are you most willing to splurge on?

• 57% - Photographer
• 47% - Venue
• 37% - Open bar
• 32% - Catering
• 23% - Attire
• 17% - Music
• 12% - Flowers
• 11% - Videographer
• 9% - Beauty team (hair, makeup, etc.)
• 9% - Reception experiences
• 6% - Decor
• 5% - Wedding planner / coordinator
• 3% - Cake / dessert
• 3% - Venue rentals
• 2% - Late night snacks
• 1% Other
• 0% - Officiant
• 0% - Social media content creator

Would you be able to share with us how much you’ve spent, or budget for your wedding day outfit?

• 30% - $1,000 - $2,000
• 20% - $2,000 - $3,000
• 15% - $500 - $1,000
• 8% - Under $500
• 8% - $3,000 - $4,000
• 5% - $4,000 - $5,000
• 9% - Not sure yet
• 1% - Prefer not to answer

In your opinion, who should be on the hook to pay for these wedding expenses and adjacent events?

Welcome Party:

• 43% - The couple
• 30% - Not sure
• 25% - Parental figures
• 3% - wedding party / guests Cost to attend the bachelor or bachelorette party:
• 79% - Wedding party / guests
• 10% - The couple
• 0% - Parental figures
• 10% - not sure Wedding party attire:
• 51% - Wedding party / guests
• 33% - The couple
• 9% - Parental figures
• 7% - Not sure Travel costs to attend the wedding:
• 84% - Wedding party / guests
• 7% - The couple
• 1% - Parental figures
• 8% - Not sure Hair and makeup for the wedding party
• 53% - The couple
• 33% - Wedding party / guests
• 4% - Parental figures
• 9% - Not sure Gift for the couple
• 69% - Wedding party / guests
• 7% - Parental figures
• 4% - The couple
• 20% - Not sure Post-wedding brunch
• 38% - The couple
• 23% - Parental figures
• 8% - Wedding party / guests
• 31% - Not sure Wedding Shower
• 50% - Parental figures
• 21% - Wedding party / guests
• 11% - The couple
• 18% - Not sure

Do you have or are you planning to have any cash funds?

• 87% - Yes
• 13% - No

What are you using your cash funds for?

• 88% - Honeymoon / travel
• 41% - To purchase a home or move to a new home
• 32% - To help pay for our wedding
• 19% - Home renovations / upgrades
• 12% - For special date nights
• 8% - To pay down other debt
• 5% - For family planning
• 4% - To pay for education or pay back student loans
• 4% - To fund a hobby
• 2% - Charity (specify cause)
• 2% - Other

The Big Day

Weddings are continuously getting a makeover – from trends to decor. Today's couples are proudly coloring outside the lines of their parents' wedding blueprints while still keeping many classic and traditional elements alive.

Are you eloping?

• Yes - 3%
• No - 97%

How large is your guest list?

• 1% - 10-30 people
• 5% - 30-50 people
• 8% - 50-75 people
• 17% - 75-100 people
• 25% - 150-200 people
• 33% - 100-150 people
• 9% - 200 – 300 people
• 1% - 300 - 500 people
• 0% - 500+ people

The location of your wedding is…

• 32% - Destination wedding
• 67% - Local

Do you plan to change your last name?

• 66% - Yes, I am taking my partner’s last name
• 16% - No
• 6% - Yes we are blending our names
• 12% - Unsure

Why are you changing your last name?

• 76% - I want to
• 57% - It’s a celebration of my marriage
• 57% - I want to have the same last name as my child(ren)
• 26% - It’s my identity as a married person
• 20% - It’s just what you do
• 14% - My spouse expects me to
• 14% - It’s easier for legal reasons
• 13% - It makes us feel equal
• 3% - Cultural reasons
• 3% - My family expects me to

Can you tell us more about why you will NOT be changing your last name?

• 62% - I want to keep my current identity
• 46% - Emotional attachment to my own name
• 40% - My professional reputation
• 38% - Why would I?
• 25% - It makes me feel more equal in my relationship
• 23% - Resisting tradition
• 11% - My partner is taking my last name instead
• 8% - Cultural reasons

What are your wedding colors?

• 50% - White
• 48% - Green
• 38% - Blue
• 29% - Pink
• 28% - Gold
• 18% - Black
• 18% - Orange
• 17% - Purple
• 10% - Red
• 6% - Silver
• 17% - Other
• 7% - We don’t have any wedding colors

In searching for the perfect wedding venue, you are / were seeking:

• 26% Romantic outdoor garden party feel
• 15% - Rustic ranch, farm or barn
• 13% - Traditional banquet hall or ballroom
• 11% - Vintage and/or historical space
• 6% - Beach location
• 4% Restaurant dinner party vibe
• 4% - Vineyard or winery
• 4% - An even more unconventional space than what’s listed above
• 2% - Artsy museum or gallery space vibe
• 2% - Our own home / backyard
• 2% - Totally blank space that we could customize
• 10% - Other

Which of the following traditions and elements are you incorporating into your wedding planning experience and/or wedding day itself?

• 77% - Engagement photos
• 56% - First look with your partner
• 54% - Signature cocktails
• 46% - Kid-free event
• 44% - Wedding favors
• 41% - Other first look(s) such as with friends or family
• 29% - Outfit change for yourself or your partner
• 27% - Bouquet toss
• 21% - Wedding hashtag
• 21% - Choreographed first dance
• 10% - Garter toss
• 4% - No drinking, just mocktails

How would you best describe your wedding style? Please select all that apply.

• 48% - Classic
• 24% - Garden
• 22% - Modern
• 21% - Rustic
• 21% - Minimalist
• 21% - Whimsical
• 18% - Traditional
• 15% - Vintage
• 14% - Fancy
• 14% - DIY
• 11% - Bohemian
• 11% - Glamorous
• 10% - Casual
• 7% - Beach / tropical
• 4% - Specific Theme
• 2% - Anti-wedding
• 0% - Futuristic
• 6% - Other

How do you want your wedding to be perceived by others?

• 77% - Memorable
• 75% - Fun
• 44% - Timeless
• 31% - Chill
• 31% - Unique
• 25% - Creative
• 18% - Successful
• 18% - Effortless
• 15% - Easy
• 12% - Different
• 8% - Extravagant
• 8% - Minimalist
• 3% - Trendy
• 3% - Perfect-for-social media
• 2% - Over-the-top

Which of the following traditions and elements are you incorporating into your wedding planning experience and/or wedding day itself?

• 77% - Engagement photos
• 56% - First look with your partner
• 54% - Signature cocktails
• 46% - Kid-free event
• 44% - Wedding favors
• 41% - Other first look(s) such as with friends or family
• 29% - Outfit change for yourself or your partner
• 27% - Bouquet toss
• 21% - Wedding hashtag
• 21% - Choreographed first dance
• 10% - Garter toss
• 4% - No drinking, just mocktails

When it comes to wedding trends, which do you feel are very “in” and you love vs. going “out” and you would never have at your own wedding?

In

• 93% - Unique venues
• 90% - Late Night Snacks
• 89% - Intimate Weddings
• 86% - Small Guest List
• 85% - Mismatched Bridesmaids Attire
• 81% - Film photography
• 80% - Phone-free unplugged weddings
• 79% - Special wedding nails
• 78% - Couple exchanging vows in private
• 67% - Pearls
• 63% - Outfit changes (more than one wedding look)

Out

• 71% - Over the top lavish celebrations
• 63% - Bow embellishments
• 60% - Neon signs
• 60% - Hiring a wedding content coordinator
• 60% - Champagne Towers

50/50

• 58% In / 42 Out - Lace
• 54% In / 46 Out - Highly Personalized Everything
• 52% Out / 48% In - Required dress code
• 57% In / 42 Out - Quiet dinner party receptions
• 54% Out / 46 In - Drop waist gowns
• 59% In / 41 Out - Elaborate Wedding Exists
• 59% In / 41 Out - Colorful maximalist vibe
• 51% Out / 49% In Traditional wedding cake over other dessert

How do you feel about modern wedding etiquette dilemmas? Should it be more or less acceptable?

More acceptable:

• 97% - Both partners to have an equal say in the wedding vision
• 95% - Asking for cash gifts
• 91% - Decline a wedding invite
• 90% - Declining to attend a pre-wedding event such as a shower or bach
• 75% - Declining to be in a wedding party
• 74% - Wearing red as a wedding guest
• 59% - For a woman to propose to a man
• 57% - Beginning the wedding planning process before technically getting engaged

Less acceptable:

• 95% - Wearing white as a wedding guest
• 82% - Asking to bring a plus-one not on the original invite
• 76% - Asking to bring children not on the original invite
• 54% - Sending a digital thank you vs. a handwritten card

How are you making your wedding feel more personal to who you are?

• 61% - Having a friend / family member marry us
• 35% - Making sure our wedding is an inclusive space
• 32% - Having a religion-free wedding
• 27% - Catering that suits our likes / dietary preferences
• 25% - Choosing vendors & businesses who support our values
• 22% - Picking a specific theme that is super “us”
• 17% - Thirfitng or sustainably sourcing our wedding look / elements
• 17% - Trying to cut down on waste / be eco-friendly
• 16% - Combining our religious / cultural traditions
• 15% - Breaking from wedding party gender stereotypes
• 11% - Incorporating our children into our celebration
• 6% - Dry / alcohol-free wedding
• 7% - Wearing non-traditional or unexpected attire
• 5% - Giving back to charity in some way
• 5% - Other

The Next Steps

After you’re married, what will be your biggest priority?

• 33% - Buying a home
• 17% - Starting a family
• 16% - Paying off debts (including student loans)
• 9% - Nothing - just taking a breather to enjoy married life
• 8% - Moving ahead in my / our careers
• 7% - Saving for travel
• 4% - Moving to another city
• 3% - Completing education
• 2% - Other
• 1% - Buying a car
• 1% - Getting a pet