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Is the Wedding Industry Failing? Here’s What You Really Need to Know as a Wedding Pro in 2025

Hey there, CEO, let’s talk about the question that’s been quietly lurking in every wedding pro’s mind:
“Is the wedding industry declining?”

I recently stumbled across a thread on social media that lit a fire under this very conversation. At first, I braced myself for the usual doom and gloom, but what I found instead was a goldmine of insight and perspective—and I knew I had to share it with you.

In this episode blog post, I’m unpacking what’s really going on in the industry, why so many wedding pros are struggling to keep up, and the exact shifts you need to make if you’re serious about growing and scaling in 2025.

Let’s break it down together—because the industry isn’t failing… but it is changing. And change? Well, that’s where opportunity lives.

2. Gen Z Is In the Building—and They’re Changing Everything

Gen Z isn’t knocking politely—they’ve kicked the door down and are completely rewriting the rulebook.

“Gen Z came into the marketplace during COVID… and it almost feels like they snuck in and all of a sudden they’re here and we’re like, whoa, whoa. What do we do with these people?”

What do they care about?

1. Experience over aesthetics
2. Purpose over perfection
3. Authenticity over algorithms

They want fast answers. Real people. Real stories. They’re not impressed by designer labels or luxury just for show. If your brand doesn’t speak to that—if it still leans too heavily on perfectly curated grids—you might be missing the mark.

But the good news? If you can adapt, Gen Z is a highly loyal audience who will shout your name from the rooftops when they feel connected to your mission.

3. Social Media Isn’t the Problem—It’s the Key

One of the most interesting (and slightly spicy) comments on the thread said: “Yes, it’s oversaturated and misguided. We can thank social media and the desire to be viral.”

I mean… I get it. But also? I completely disagree.

“Running a business in the age of social media is one of the greatest gifts that we could ever be given as business owners.”

Back in 2007 when I started, there was no way to reach your buyer directly. You needed The Knot. Or WeddingWire. Or magazines. Or a carrier pigeon, maybe.

Today, you can show up in your client’s feed every single day—with zero budget. If you’re consistent, if you’re visible, you’ll stand out. Because guess what? Most of your competitors aren’t doing that.

4. Experience Is the New Luxury

Gone are the days when couples only cared about the perfect shot for Instagram.

“There’s a lot less importance put on ‘Is it Instagram worthy?’ They want it to feel more authentic.”

From content creators shooting raw behind-the-scenes footage to micro weddings that feel more like intentional retreats, couples today care deeply about what their wedding feels like. That’s where you come in.

If your messaging, your packages, and your client journey speak directly to the experience—you win.

5. Shift Your Sales Strategy: Simplify and Drip

Here’s a tangible strategy that will help you close more bookings and build real trust:

“Let’s just get them signed… and then create a drip campaign that offers them add-ons throughout their planning process.”

Trying to sell everything—including the kitchen sink—upfront? That’s a no-go for Gen Z.

They’re fast decision-makers, but they value intention. Offer just what they need to get started, then roll out additional services as they move further into planning.

This approach is working like magic for my coaching clients (and in my own business too).

6. The Middle Market Is Changing—And That’s Okay

One of the Thread comments said: “There will always be a luxury client and a budget-conscious client, but it’s the middle to high-end clientele that’s declining.”

This shift can feel scary if your business historically catered to that middle group. But here’s where you lean into the power of niching down, getting hyper-clear on your ICA (ideal client avatar), and aligning your brand voice with what they value.

Are you the experience-focused guide for the luxury adventurer? Or the go-to DJ for laid-back but stylish couples? Define it. Speak it. Own it.

7. The Data Speaks: We’re Just Getting Started

“Currently in 2024, the wedding services market was valued at $64.9 billion and is expected to reach $90 billion by 2030.”

$90 billion. With a B. Let that sink in.

The Knot’s Wedding Trend Report shows Gen Z plans to marry at higher rates than millennials, and the industry is expected to grow by 6.8% annually for the next five years.

That’s not a decline. That’s a massive opportunity.

8. Want to Scale in 2025? It’s Time to Get Intentional

“If you want to take advantage of this massive growth… you have to change your strategies.”

You can’t wing it anymore, CEO. The way you ran your business in 2020 isn’t going to carry you through 2025. You need smart systems, clear messaging, and scalable offerings.

And guess what? You don’t have to figure it out alone.

Book a free gap assessment with my team, and let’s identify where you’re leaving money on the table:

👉 weddingproceo.com/application

Let’s Wrap This Up…

So, is the wedding industry declining? Absolutely not. It’s shifting, it’s evolving, and it’s growing. The question isn’t “will it survive?” The question is: are you ready to evolve with it?

“Every single year that you’re in business, you are going to have to shift with the economy, with strategies, with buyers. That’s never going to change.”

If you’re ready to lean into the changes, build a brand that speaks to today’s couple, and finally scale your business into the six or seven figures you know you’re capable of—I’m here to help.

🎧Check out Episode 277 where I dive deep into how to sell to Gen Z.

📲 Watch this episode on YouTube below!

✅ Apply for Wedding Pro CEO coaching at weddingproceo.com/application

Let’s grow, CEO. 2025 is just getting started. 💼💍

FAQ

Q: I’ve been in business for a few years but feel stuck. Is it too late to pivot?

Not even close! Most of our Wedding Pro CEO students have been in business 2–5 years before they scale. The key is being willing to try new strategies and get support.

Q: Is Gen Z really worth tailoring my business around?

Yes! They’re entering the market in droves, value experiences, and aren’t afraid to spend—if they feel connected to you.

Q: What if social media overwhelms me?

You don’t need to be everywhere. Start with one platform (Instagram or TikTok) and show up consistently. Even posting 3x/week and using Stories can make a huge difference.

Q: Do I need to change my pricing?

Not necessarily. But you do need to simplify your offers and match them to client values. Lead with what they need, then upsell intentionally.

Q: What’s the best next step if I want help scaling?

Book a free gap assessment with our team:

👉 weddingproceo.com/application

Check out the video version of the podcast below. 👇
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💌For business inquiries: sayhello@weddingproceo.com