The Knot Worldwide has released its 2026 Real Weddings Study, which chronicles the growing role of Gen Z and AI in nuptial planning and ceremonies.
Despite ongoing economic uncertainty, weddings remain a non-negotiable life milestone, according to The Knot. About two million couples got married in the United States during 2025. Key indicators, including average spend of $34,000, guest count of 117, and the number of wedding professionals used at 13, are consistent year-over-year and signal a stable market that continues to prioritize celebration, The Knot maintained. Even with the high price tag, three in four couples said their wedding was financially worth the investment, underscoring the continued importance of the tradition for modern-day couples.
AI is rapidly becoming part of the toolkit couples use in wedding planning, The Knot observed. Year over year, artificial intelligence adoption almost doubled to 36% of engaged couples surveyed for the study. Couples used AI primarily to spark inspiration, answer early-stage questions and draft communications before engaging established industry platforms to validate details and make final decisions.
Gen Z now represents 41% of the wedding market, and its influence has become distinct. Traditional, cookie-cutter weddings are giving way to celebrations centered on Gen Z notions of authenticity, intention and personal expression.
Gen Z survey respondents said their plans incorporated religious, ethnic, or cultural elements, while 28% said they are including eco-friendly options, and 22% are choosing locally sourced products. At the same time, 61% wrote their own vows, signaling a move toward more intentional, customized ceremonies. Pinterest remains the most used platform for inspiration among survey respondents, while TikTok usage has grown 2.5 times in recent years, highlighting Gen Z’s influence and the rising role of short-form video in shaping wedding trends, The Knot indicated.
Other findings from the study include the Knot noted:
- The economy affected wedding plans for 85% of couples, but most adapted rather than scaled back, with 77% of those adjusting budgets actually increasing spend.
- Lab-grown center stones accounted for 61% of all engagement ring purchases made in 2025, up 239% from 2020.
- Two in three couples said hiring wedding professionals is essential, with 89% booking a venue, 88% hiring a photographer and 85% securing a caterer.
- Even amid economic pressures, 37% of couples reached out to more vendors than they initially intended as they sought options that fit within their budgets.
“The wedding industry continues to be remarkably resilient,” stated Esther Lee, editorial director of 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.”
