Jump to Youtube Video

Hey there, Wedding Pro CEO! I’ve got my CEO hat on today, and we are diving deep into some data that might feel like a cold splash of water—but trust me, it’s exactly what you need to hear.

Have you noticed your leads trickling in slower than usual? Or maybe you’re staring at a 2026 calendar that has a few more “white spaces” than you’re comfortable with? Here’s the uncomfortable truth: The market didn’t slow down. Your couples evolved, and most wedding pros didn’t.

I just got my hands on the 2026 Global Wedding Market Report from Splendid Insights, and they surveyed over 54,000 couples. These aren’t just random guesses; this is fresh data from people who got married in the last 15 months. If you want to win in 2026, you can’t rely on “vibes” and guesswork anymore. You need the numbers.

Here is the brutal truth about why your bookings might be stalling and how to fix it.

---

1. Stop Being a Genie and Start Being an Educator

This was my favorite (and most shocking) takeaway: 61% of couples came up with their budget by choosing a number out of thin air. They aren’t trying to lowball you; they literally have no idea what things cost! When a couple tells you they have a $15k budget for 130 people, they aren’t being mean—they’re being uneducated. Your job isn’t to work magic; it’s to teach.

“Our job isn’t to say, oh, you wanna spend $15,000 for 130 guests… that would be like bending yourself into a pretzel… My job is to educate, not to become a genie, right? I don’t grant all wishes.”

The Shift: Use your social media and your first consult to show real breakdowns. If you’re a florist, show a $5,000 wedding vs. a $15,000 wedding. Help them understand the why behind the price before they ever see a contract.

---

2. Don’t Get Blinded by the “Luxury” Mirage

We all love those high-end, editorial-worthy weddings, but here is a reality check: Only 2% of the entire global market falls into the “luxury” category. If you are only marketing to that 2%, you are fighting for a tiny sliver of the pie. Meanwhile, the “Standard” and “Premium” markets (between $11k and $95k) make up the vast majority of bookings.

“It’s always blown my mind why so many vendors fight to be in this space… when you say you only do luxury weddings, only 2% of the entire market falls into this luxury space.”

The Shift: Know your numbers. If you want a consistent, high-volume business, you need to be accessible to the 17%–30% of the market that has a solid budget but isn’t necessarily “ultra-luxury.”

---

3. Gen Z is Coming in Hot (And They Buy Differently)

While 84% of couples are still Millennials, Gen Z is starting to take over the market, and they don’t shop like their older siblings. They grew up with an iPhone in their hand and TikTok as their search engine. Even “Young Millennials” are now buying with a Gen Z mindset.

“Gen Z buys very differently. And dare I even say that young millennials still buy very similarly to Gen Z… their formative years are so similar.”

The Shift: Your brand needs to be authentic and fast. Gen Z values transparency and social proof over “curated perfection.” If your feed looks too “staged,” you might be losing the very couples who are ready to book.

---

4. You Might Be Marketing at the Wrong Time

Did you know that 78% of couples don’t even start looking for a videographer until four or more months after they get engaged? Meanwhile, 20% of couples are researching their venue before they even have a ring. If you’re a videographer wondering why your phone isn’t ringing in January, it’s because your booking season hasn’t actually started yet!

“If you’re a venue, 76% of couples said that they started researching venues within three months… 20% of all engaged couples research their venue before they were even engaged.”

The Shift: Track your own inquiries! Don’t freak out because “Engagement Season” is quiet if your specific service usually books later in the cycle. Use the “quiet” months to build content that will hit right when your specific couple is ready to buy.

---

5. The Google Truth Bomb: SEO is Still King

I hear pros say all the time, “I don’t need a website or SEO, I just use Instagram.” Well, the data says you’re lying to yourself. Even with the rise of social media, the vast majority of couples are still hitting that search bar to find their team. You need an omnichannel strategy that captures them wherever they are searching.

“80% of all respondents still said Google search or internet search. 80% you guys! SEO is still king, and you need to be paying attention to whether you’re coming up in search or not.”

The Fix: Google yourself. Not your company name, but your service + your city (e.g., “Orlando Wedding Planner”). If you aren’t on page one, it’s time to stop scrolling Instagram and start blogging for SEO. Your social media should support your search presence, not replace it.

---

Before You Go…

Listen, I know that staring at a slow inquiry list can feel paralyzing, but the data is actually good news. It means the couples are there—they just need you to meet them where they are! Stop relying on “vibes” and start building a business backed by strategy.

If you want to dive deeper into the numbers yourself, you can find the full Splendid Insights 2026 Global Wedding Market Report right here.

But if you’re ready to stop the guesswork and finally see where the holes are in your own booking process, I want to help. Book a free Gap Assessment with my team at weddingproceo.com/application. Let’s look at your specific business and find exactly what’s standing between you and a fully booked 2026!

Stay Connected:

• Instagram: @brandeegaar
• TikTok: @brandeegaar
• YouTube: Brandee Gaar

---

FAQ

Q1: Is the “wedding boom” officially over?
Answer: It’s not that weddings are disappearing; it’s that the buying habits have shifted. Couples are more intentional, they research longer, and they are pulling budgets out of thin air. The demand is there, but you have to work harder to educate them.

Q2: Should I lower my prices if bookings are slow?
Answer: Not necessarily! Often, bookings are slow because of a lack of education or poor SEO, not because your price is too high. Refer back to Point #1: are you educating them on the value, or just sending a price list?

Q3: How do I market to Gen Z if I’m a Millennial?
Answer: Focus on “behind the scenes” content, video (Reels/TikTok), and showing your personality. Gen Z wants to know who they are hiring, not just what the end product looks like.

Q4: Why isn’t Instagram enough for my marketing?
Answer: Because 80% of couples are still using Google. If you only exist on Instagram, you are invisible to a massive portion of the market that is actively searching for your services on the web.

Check out the video version of the podcast below. 👇
Subscribe, comment and share to support the channel.

💌For business inquiries: sayhello@weddingproceo.com

Heads up, CEO! Some of the links I share may be affiliate links, which means I may earn a small commission if you decide to purchase—at no extra cost to you. I only recommend tools and resources I actually use and love, and that I believe will help you grow a profitable, sustainable business you’re obsessed with.