2026 Wedding Trends: Zola's First Look Report

Gen Z has officially entered the wedding chat.

2026 marks the first year that Gen Z makes up the majority of our surveyed couples at 51%—officially surpassing Millennials. With the oldest Gen Zers hitting the average marrying age of 28, they’ve moved beyond a "trend to watch" to become a primary driver of the wedding industry.

The 2026 wedding season reflects the broader cultural shifts of this generation. Our couples are using TikTok and AI in their everyday lives, embracing both cocktails and mocktails, and prioritizing their mental wellness. They are deeply values-driven, charitable, and know exactly how to tell a visual story. These habits are shaping everything from how they find inspiration to their financial decisions, photography styles, and even etiquette.

Gen Z’s influence is just beginning to surface, and this new wave of 20-something couples is bringing a distinct mix of nostalgia and newness. While they lean traditional—55% met in school (as opposed to dating apps) and many prioritize religious traditions and family support—they’re also driving a "modern remix" of the wedding day. We’re seeing a resurgence of classics like large wedding parties and bouquet tosses, balanced by new-age trends like private vows and cinematic exits.

The next generation of weddings is officially underway.

1 in 5 couples enter full planning mode before the proposal.

We already know that, for most of our couples, the engagement isn’t a total surprise. Today, that mindset is translating into real action during the planning and pre-planning processes.

While the average engagement length is holding steady at 18 months, the pre-proposal phase is expanding. Our couples are mutually deciding when to get engaged (68%), shopping for rings together (55%), and building full mood boards (28%) before ever saying "yes." Some are even shopping for attire, starting their registries, and asking their wedding parties to stand by them in advance.

In fact, nearly 1 in 5 couples (19%) tell us they enter full "wedding planning mode" before they are technically engaged.

We’re also seeing a shift in big vendor milestones. Compared to last year, the percentage of our couples who toured a wedding venue before getting engaged increased from 8% to 10%, while those who booked a venue rose from 6% to 7%.

The average cost of a wedding remains $36,000, and couples say it’s worth it.

The average cost of a wedding in 2026 is holding steady at $36,000, marking the second consecutive year at this record-high. While prices have stabilized, they remain elevated due to broader economic trends and the growing influence of social media-driven "inspiration spending."

Despite these costs, couples aren't scaling back the size or scope of their celebrations. Guest counts remain consistent with an average of 145 guests, and the celebration itself is stretching further:

• 37% of couples are hosting at least one additional event, like a welcome party or day-after brunch.
• 18% are opting for a full 2-to-3-day wedding weekend.

Economic anxiety is high, with real concerns brewing around price hikes in major categories like travel, attire, flowers, and food due to potential tariffs. The reality of the current market is reflected in the data:

• 84% of couples believe their 2026 wedding will cost more than the exact same wedding would have just two years ago.
• 78% worry the economy or tariffs will push their final bill even higher than expected.
• 44% have already adjusted their plans specifically to avoid these rising costs.

Funding these celebrations is a major personal commitment, as 88% of 2026 couples are contributing financially, either fully (29%) or partially (59%). To make the numbers work, couples are taking strategic actions:

• 47% are pairing long-term savings with ongoing income.
• 31% are optimizing credit cards.
• 25% are adding cash funds to their wedding registry—a sharp jump from just 16% in 2025.
• 23% are even taking on second or third jobs.

This financial stretch requires significant tradeoffs, with 52% of couples putting other milestones on hold to afford the wedding they want. Major life goals being deferred include:

• General savings (70%)
• Buying a home (59%)
• Paying down student loans or other debt (38%)
• Starting a family (29%)

At the same time, family support remains a cornerstone of the wedding budget. While 71% of weddings receive some level of financial help, the "tradition" of one family footing the entire bill is fading; among those receiving support, 69% report that both families are contributing. We are also seeing a clear generational divide in how these funds are allocated:

• Millennials: Fueling the higher-budget market, with 37% spending over $40,000 and 33% fully self-funding.
• Gen Z: More budget-conscious, with 43% budgeting under $20,000. They are also more likely to have their weddings fully paid for by loved ones (15% vs. 9% of Millennials).

Ultimately, while the financial commitment is significant, couples overwhelmingly believe the investment is a priority, with 85% of 2026 couples stating their wedding will be worth the cost.

For a deeper look at how these average costs break down across key cities and specific vendor categories, Zola’s 2026 Wedding Cost Index is now live.

The budget v. inspiration gap continues to widen.

Budget stress today isn’t just about affordability; it’s about shareability. In an era of constant comparison, social media is a major force in keeping spending high. It’s no longer just about the day itself—it’s about the pressure to create a day that is both memorable and FYP-worthy.

Couples are comparing their big day plans to every wedding they see online, regardless of whether those weddings reflect a similar budget, location, or if they’re planned by celebrities.

As a result, the gap between inspiration and budget continues to widen. In fact, 60% of couples say managing their actual budget against online inspiration is their #1 planning stressor, up 12% from last year.

Couples are increasing budgets to achieve their online vision.

The desire for a digital spotlight is a major factor in modern planning behavior. 54% of Gen Zers say they feel pressure for their wedding to be “social media-worthy,” in comparison to 45% of Millennials.

• 29% of Gen Z couples plan to create social-first wedding content at their own weddings, compared to 18% of Millennials.
• 40% of these couples are now asking their professional photographers and videographers to collect social-first content as part of their overall documentation plan.

We see this play out in real spending behavior: 48% of all couples say they have increased their budget or shifted money around specifically to achieve something they saw online. Among Gen Z, that number rises to 55%, with 32% increasing their overall budget and 23% reallocating funds. Specifically, couples are spending more on photography, florals, or décor because of inspiration that came through social media.

Social media drives wedding decisions for 87% of couples.

A staggering 87% of all couples say they have made wedding planning choices based on something they saw on social media. According to more than 7,000 open-ended responses, here is what was most commonly mentioned:

• Aesthetics and palettes: Choosing a specific aesthetic or changing color palettes after seeing inspiration online. Couples also report adding or removing décor elements based on how they’ll look on camera, often opting for more simplified tablescapes that photograph cleaner and feel more intentionally designed.
• Visual documentation: Selecting photographers based on their social portfolios. Many couples end up adding videography to their budget altogether because TikTok helped them realize how much they wanted video content, or because they’re booking video specifically with social sharing in mind.
• Florals and fashion: Including more natural, less structured floral designs and prioritizing floral placement based on where cameras will capture key moments. We also see couples adding a second fashion look for the reception or a playful party dress after seeing the trend on TikTok.
• Venues: Picking a venue because it will look great in photos, or ruling out venues that don’t meet their overall visual goals.

While social media offers endless inspiration, it also brings a new layer of pressure. Most couples feel nuanced about its growing role in their big day—in fact, only 10% of all couples say they outright love that social media is playing a larger part in weddings today.

The emotional tradeoff is real and varies by generation. The largest share of couples (37%) say social media is great, but only when it feels authentic to the couple. Another 34% find it fun but worry it can make weddings feel too performative, a sentiment that rises to 38% among Gen Z.

For many, the scroll comes with a side of anxiety, as 41% of Gen Z say social media has added stress to their planning process compared to 28% of Millennials. While Gen Z is the most inspired by their feeds, they are also the most likely to feel the pressure of them. Millennials, meanwhile, are more likely to crave the nostalgia of a less "online" era. 12% of Millennials feel social media’s presence has been overall negative, expressing a wish for weddings to feel personal and private again, compared to only 8% of Gen Z.

Half of all couples now get their wedding inspiration from TikTok.

While couples are still Pinning their hearts out, the way they find inspiration is evolving. Pinterest remains the most popular source overall, but Gen Z is officially expanding their search to the TikTok FYP.

In 2025, only 15% of couples called TikTok their most invaluable planning resource; by 2026, that number jumps to 25% overall, and rising to 30% for Gen Z. Because TikTok is a creator-first world, this shift means couples are seeing more influence from real people and professional storytellers than ever before.

This change also explains why so many couples want a wedding that feels shareable. They aren't just curating boards; they’re visual storytellers. In fact, 21% of 2026 couples plan to create their own social-first content on the big day, whether they’re capturing it themselves or asking friends to help. Couples are also looking to the pros for backup: 40% of those couples are asking their professional photographers and videographers to capture social-first content as part of their shot list.

• Pinterest is still the go-to for the majority of couples. Overall, 77% of couples use the platform for inspiration (up from 75% in 2025), driven by a massive 83% of Gen Z and 73% of Millennials. When it comes to the most essential tool in the planning process, 51% of Gen Z and 45% of Millennials still point to their Pinterest boards.
• 50% of all couples now get their wedding inspiration from the app—an increase from 41% in 2025—with that growth coming almost entirely from Gen Z. Today, 60% of Gen Z couples say they find inspiration on TikTok, compared to 43% of Millennials. The platform has become essential for the next generation, with 30% of Gen Z selecting it as their most invaluable planning tool, versus 22% of Millennials.
• Creators are also playing a large role in the aesthetic of the day. 14% of couples overall now rely on influencers, creators, or celebrities for their wedding inspiration.
• While TikTok trends, Instagram remains a staple for many—19% of Millennials call it their most essential planning platform, compared to just 8% of Gen Z.
• Reddit is quietly entering the conversation. In 2025, just 3% of couples used Reddit for inspiration, but by 2026, that number nearly tripled to 9%. A whopping 10% of Millennials now say it is their most invaluable planning platform.

2026 color palettes: soft, grounded, and quietly romantic.

While social media feeds are often filled with bold, maximalist decor, the 2026 wedding aesthetic is moving in a more romantic, rooted-in-nature direction. While earth tones were already trending last year, we’re seeing an even stronger shift toward palettes that feel timeless and warm rather than trend-driven.

Green remains the undisputed wedding color of the year, with 53% of all weddings incorporating the shade. Specifically, 30% of couples are opting for sage green, leaning into a sense of softness over high drama. Other frequently mentioned shades include:

• White (39%)
• Blush pink (19%)
• Burgundy or wine (10%)
• Dusty blue (8%)
• Terracotta (7%)
• Rust (7%)
• Champagne (5%)

That same organic sensibility carries through to where couples are saying “I do.” Romantic outdoor garden venues remain the #1 choice for the second year in a row, followed closely by rustic farms, barns, and ranches.

While interest in traditional banquet halls and ballrooms is seeing a slight uptick, and vintage or historic spaces remain steady favorites, the desire for ultra-unique spaces—like museums, galleries, or restaurant buyouts—has cooled ever so slightly. It seems that for 2026, couples are trading the "unconventional" for settings that feel inherently warm and classic.

Modern wedding etiquette: Less "the rules," more "your way."

Wedding etiquette in 2026 is driven less by "because we’ve always done it that way" and more by "here’s what feels right for us." With weddings becoming a bigger investment for everyone involved and requiring a higher level of social media visibility, modern etiquette is shifting. Today, couples are focusing on protecting their guests' time and money, while also maintaining ownership over their own day.

To understand where today’s lines are being drawn, we asked couples to weigh in on some of the most debated wedding etiquette questions. Across nearly every scenario, the majority of couples say they’ve already embraced these modern shifts or believe they’re totally acceptable—even if they wouldn’t choose them for their own wedding. Still, a meaningful minority admitted they wanted to break tradition but worried about judgment, proving that social pressure still plays a role in the planning process.

What’s in & what’s out for 2026 weddings:

Every year, we ask couples to weigh in on what’s “in” and what’s “out” to get a pulse on the traditions, details, and design choices gaining momentum. For 2026, we’re also looking at the generational shifts shaping the big day.

While many trends—like documentary-style photography and organic florals—are truly cross-generational, two distinct shifts are being led by Gen Z. First, they are selectively reviving traditions once thought to be fading, like the bouquet toss and multi-tiered cakes. Second, they are pushing weddings in a more visually expressive direction with vintage decor and cinematic drapery, always keeping visual storytelling in mind.

Meanwhile, Millennials are prioritizing the guest experience, incorporating religion-free ceremonies, signature cocktails, and late-night snacks. Across the board, we’re seeing a move toward hyper-personalization, from global cuisines to interactive guest experiences like live painting or even tarot readers.

Editor’s Note: Trends are subjective! If something is on the “out” list, it doesn't mean it's off-limits—it just reflects what most couples are choosing right now. The only trend that truly matters is what feels right for you. ✨

AI wedding support sees triple-digit growth, but human touch remains essential.

AI usage was already on the rise last year, but in 2026, it has been cemented as a planning staple. Today, 54% of couples use AI in some way to plan their wedding—representing a massive 150% growth in just one year, and a nearly 200% increase over two years. It’s officially one of the fastest-growing planning behaviors we’ve ever tracked.

Because 53% of couples already use AI tools in their daily personal or professional lives, its entrance into wedding planning feels less like a fleeting trend and more like an inevitable extension of the way we live.

That said, couples’ approach to AI is defined by cautious optimism. While 23% of couples are excited to use AI for anything it can help with, a larger share (38%) prefer using it to make specific tasks faster or easier while keeping the most meaningful decisions firmly human. In practice, couples are treating AI as a planning assistant, not a replacement.

Couples are leaning on AI for the practical, logistical, and sometimes tedious parts of planning:

• 54% use AI to answer etiquette questions, like dress codes or plus-one rules.
• 44% use it to manage timelines and to-do lists.
• 40% use it to draft emails to vendors or guests.
• 31% use image-based tools for décor, attire, or floral inspiration.
• 27% use it to help create or organize their budget (shameless plug…have you seen our latest all-in-one budget tool?).
• 27% use it to help with travel planning.

Even as couples embrace logistical efficiency, they’re keeping firm boundaries around the heart of the wedding. Couples largely agree that some things should always stay personal:

• 63% say AI has no place in writing vows.
• 44% say the same about wedding speeches.
• 36% don’t want it involved in writing their ceremony script.

Importantly, 75% of couples say that while AI is now part of the process, it hasn't interfered with the emotional or human side of their wedding at all. It’s just another tool to help get to the "I do" a little more effortlessly.

Couples spend over $1K to look and feel “wedding ready.”

To build confidence leading up to the big day, couples are spending an average of $1,100 on beauty, physical health, and mental wellbeing routines. In our experience, these expenses typically aren’t factored into initial wedding budgets; instead, they sit on top.

This spending reflects the continued pressure couples feel to look a certain way during one of the most visible moments of their lives—even as wedding diet culture remains the #1 thing couples wish they could change about the planning journey. While much of this pressure is self-imposed, it’s often fueled by cultural beauty standards, social media trends, and the growing normalization of cosmetic procedures and weight-loss medications.

Every single couple we surveyed cares about looking and feeling their best on their wedding day: 85% say it is extremely important, while the remaining 15% say it is important. But for many, “best” often shifts into “better.” 79% of couples feel pressure to change their appearance by the time their wedding arrives.

This pressure affects every generation, but it’s especially pronounced for Gen Z: 54% say social media or celebrity content influences how they feel about their appearance leading up to the ceremony.

The investment in these updated routines varies by age. Millennials spend a bit more, averaging about $1,225, compared to $920 for Gen Z. These appearance-related changes have become nearly universal during the planning process:

• 77% are updating their exercise habits.
• 71% are changing their diets.
• 59% are refreshing their skincare routines.
• 41% are updating their beauty routines.

For 18% of couples, preparation also includes cosmetic procedures. Among Gen Z, nearly 1 in 4 (23%) plan to get Botox, fillers, or similar treatments ahead of the wedding.

And in a world where roughly 1 in 8 U.S. adults has tried a GLP-1 medication (like Ozempic), wedding planning is reflecting that same shift. 10% of couples planning 2026 weddings say they are currently using a GLP-1, with another 10% considering it before the big day.

While Millennials report higher overall GLP-1 use than Gen Z (13% vs. 7%), Gen Z users are more likely to say their wedding directly influenced that decision. Among all couples currently taking a GLP-1, 54% say their wedding played a motivating role. This breaks down to:

• 21% are taking the medication entirely to lose weight for their wedding.
• 33% say their wedding is one of multiple motivating factors.

This wedding-driven motivation is even stronger for Gen Z: 26% say the wedding was the sole reason they started a GLP-1, compared to 19% of Millennials.

The broader conversation around accessibility is having a ripple effect, too. 42% of all couples say easier access to weight-loss medications has increased the pressure they feel to look a certain way. Meanwhile, 38% say the same about the normalization of Botox and fillers.

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Editor’s Note: At Zola, our goal in sharing this data isn’t to normalize this pressure, but to shine a light on it. These findings show that even as many of us want wedding diet culture to disappear, today’s cultural landscape makes it harder to escape. By bringing this conversation into the open, we hope you feel more seen, supported, and a little less alone as you navigate your own journey.

Couples are prioritizing mental wellbeing, and relationship health.

While wedding planning is known for its to-do lists, 2026 couples are prioritizing something even more important: their emotional wellbeing. Gen Z is leading this charge, with nearly one-third of couples (32%) saying they are making mental health a top priority throughout the process.

Despite the stress that can come with the territory, our data shows that the journey ultimately strengthens most partnerships. 44% of couples say planning has brought them closer together, while 40% say their relationship has remained as steady and loving as ever. Through every decision, partners consistently rank each other as their #1 source of support.

Couples are increasingly viewing therapy and counseling as proactive tools for a healthy marriage, rather than a last resort. Currently, 20% of couples are already in therapy together, and another 31% are considering it before their wedding day. The motivation behind this is overwhelmingly positive:

• 79% want to maintain their already strong relationship.
• 74% hope to improve their communication.
• 68% see it as essential preparation for marriage overall.

We know that much of wedding stress comes from the sheer volume of work involved. While most couples say they want the workload to be shared, in practice, it still tends to fall on one person.

Among opposite-sex couples, only 13% say they are splitting the planning equally, with 84% of women reporting they carry most of the load. Even in same-sex relationships, only 29% report a 50/50 split, suggesting that across the board, one partner usually becomes the "primary planner."

This year, we asked those primary planners why the load feels so lopsided. The answers suggest that while organization plays a part, cultural norms are still very much at play:

• The vast majority (93%) say they are simply more detail-oriented and organized than their partner.
• 83% say they genuinely enjoy the planning process more.
• 60% say "it's just the way it is," pointing to the deeply ingrained cultural expectations that still surround wedding roles.
• Fewer than half of women planners (47%) have more free time than their partner, and only 42% say their job is less demanding.

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Editor’s Note: At Zola, we believe the planning process is a beautiful opportunity to build the foundation of a strong partnership. Whether you're splitting the guest list 50/50 or navigating the "planning gap" together, we're here to make sure you both feel supported every step of the way.

Shared values remain at the heart of “I do.”

Amid the conversations about budgets, timelines, and logistics, one thing is clear: marriage itself still matters deeply. While the planning process can feel intense, expensive, or even performative, what holds a relationship steady isn’t perfection—it’s partnership.

For the majority of couples, marriage is the ultimate goal. 84% say it’s very important to be married, while only 12% say they’d be okay remaining in a committed relationship without the official title. For more than 8 in 10 couples, marriage represents an opportunity to grow together and build a shared future, providing a sense of stability and security both financially and emotionally.

This same sentiment carries over into why couples are choosing to have a wedding in the first place. The primary motivation isn't obligation; it’s connection. 74% say their wedding is about bringing family and friends together in one place, and 58% say it’s about demonstrating their love in front of the people who matter most.

Ultimately, couples are entering this next chapter with a deeply values-driven mindset. When asked what they value most in a partner, shared values and a shared vision for the future are tied for the top priority. These are followed closely by financial goals and sexual compatibility. Political alignment also plays a meaningful role, with 44% saying it is very important. In contrast, factors like career goals, education, religion, race, and salary rank much lower on the list of priorities.

When we asked couples to describe the greatest “green flags” in their partner, one trait stood above the rest: kindness. After analyzing more than 8,300 open-ended responses, more than 1 in 5 couples (20.6%) used words like kind, caring, sweet, or gentle to describe their person. Other top-tier traits included: patience (10%), being supportive (9%), and strong communication (8%).

At the end of the day, it’s these human qualities—the kindness and the shared vision—that make every day along the way worth it.

One Last Thing

Before we wrapped the survey, we asked couples one final question:

What’s the most meaningful wedding advice you’ve received so far? The answer says it all: Enjoy the day by being present, because it goes by fast.

After all the planning, scrolling, and decision-making—we all come back to the same truth. The best weddings aren’t necessarily the most filmed and shared. They’re the ones that feel authentic, filled with moments couples will remember long after the day is over. And that, we believe, is the most timeless trend of all.