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Let’s get one thing straight: Gen Z isn’t coming — they’re already here.

And if you’re not paying attention to how they buy, you’re literally leaving money on the table.

I shared a quick take on Threads last week about Gen Z’s buying habits, and whew — the comment section exploded like I just lit a fire under the industry. So, in spicy Brandee fashion, I’m breaking it down for you here, step-by-step.

Because whether they make up 5% or 50% of your current clientele, Gen Z is the generation that will shape the future of your wedding business. And ignoring them? That’s not a strategy — it’s sabotage.

Here’s what wedding pros need to know right now about how Gen Z shops, books, and buys.

1. They Want Clarity and Speed — Not an Email Ping-Pong Game

Let’s start with the post that got everybody riled up:

“Gen Z couples don’t want to inquire for pricing. They want clarity, speed, and a seamless booking process. If your inquiry process is confusing, they’ll move on.”

Listen, this isn’t just a preference — for Gen Z, it’s a dealbreaker. They’ve grown up with Google, Amazon, and same-day delivery. If your process makes them wait for a price quote or schedule a call before giving them the basics, you’ve already lost them.

And no — this doesn’t mean devaluing your work or slapping your price on your homepage with no context. It means being strategically transparent and giving them enough info to know if you’re a potential fit.

2. They’re Already Researching Before You Know Their Name

I say this all the time, and I’ll say it again:

“By the time I’ve reached out for a sales call, I know enough to know that if the sales call goes well, I’m buying within 60 seconds of getting off the call.”

That’s how I buy — and I’m a Xennial, y’all. Gen Z takes that to the next level.

They’ve scrolled your Instagram, read your reviews, stalked your blog, and maybe even your TikTok. They expect to have all the info upfront so they can make a fast, confident decision.

If you’re relying on a sales call to educate your potential clients from scratch — you’re behind.

3. They Expect Instant Access to Everything

This generation has never known life without tech. They don’t “wait for a response,” they move on to the vendor who already answered their questions online.

“They’ve always been used to being able to get any information that they need or want immediately. They don’t have to wait for it. They don’t have to schedule a call.”

So what does that mean for you?

• Clean, mobile-friendly website
• Instant or automated inquiry responses
• FAQ pages that actually answer questions
• Clear pricing packages or starting prices
• Easy-to-use booking process

Stop making your clients jump through hoops to work with you. Gen Z just won’t.

4. They Crave Realness, Not Polished Perfection

If you’re over-curating your brand to look like a Vogue spread, Gen Z may scroll right past. They’re all about authenticity over aesthetic.

And yes, I get it — your brand is premium. So is mine. But premium doesn’t have to mean stuffy.

“If it’s still working for you to hide your pricing and make people call you for info… bless and release. But I’m not your coach.”

They want real, relatable, and honest brands they can trust. Show up as YOU. Show behind-the-scenes. Show client experiences. They want to know who you are before they book.

5. They Are a Smaller Market — for Now — But Growing Fast

Here’s the kicker: people commented, “But Brandee, Gen Z only accounts for 5% of spending!”

Cool. And iPhones were only owned by a few nerdy early adopters in 2007, too. Now look around.

“That 5% is expected to triple in the next five years.”

Why? Because Gen Z is aging up. They’re graduating, building careers, and yes — planning weddings.

If you serve clients in their early to mid-twenties, Gen Z already makes up your main audience. And even if they’re not your primary client today, they will be soon. If you plan to still be in business in five years (which I know you do), then you’d better start preparing.

6. They Snuck into the Marketplace — And We Didn’t Notice

One of the reasons I think so many wedding pros are missing this shift is because Gen Z arrived during a whirlwind.

“They became adults during the pandemic shutdown… we were so focused on surviving that we didn’t realize they were already here.”

We were too busy rescheduling 2020 weddings and keeping our teams afloat to notice an entire generation stepping into adulthood. But now that things have leveled out, it’s time to catch up.

Ignore this generation at your own risk. They’re not a “future trend” — they’re current buyers.

7. They Influence Other Generations, Too

Here’s something wild: Gen Z doesn’t just buy for themselves. They shape the way everyone around them shops, too.

“On top of this, younger Gen Z holds influence over older generations as their boomer, Gen X and millennial family members purchase based on their recommendations.”

If a Gen Z couple is planning their wedding and asking Mom and Dad for help — guess what? They’re driving the decisions. Their values, expectations, and preferences are bleeding into every part of the buying experience.

Translation? It’s not just about them — it’s about their whole circle.

Still Not Sure If Gen Z Matters to You?

Ask yourself:

• Do I serve clients under 30?
• Do I want my business to be thriving 5 years from now?
• Am I seeing more tech-savvy, quick-response-seeking leads lately?

If you answered yes to any of those — it’s time to adapt.

“I didn’t build a business that would go away tomorrow. I’m building one that lasts.”

And that means staying on top of how all our clients are changing — especially the newest generation entering the aisle.

Let’s Wrap This Up (But Not Before I Push You a Bit)

Gen Z isn’t a threat. They’re an opportunity.

They’re digital-first, information-hungry, and they know what they want. If you want to stay relevant, connected, and profitable, you’ve gotta meet them where they are.

Drop me a DM on IG (@brandeegaar) and tell me what you think about Gen Z’s buying behavior. Let’s keep the convo going — because I’m not done talking about this yet (and you shouldn’t be either).

FAQ

Q: Should I put my prices on my website?

A: Yes — at least starting prices or price ranges. Gen Z expects pricing transparency. It builds trust and helps filter in qualified leads.

Q: Isn’t Gen Z too young to be planning weddings?

A: Not at all. The oldest Gen Zers are 27–28 in 2025. Many are engaged, married, or planning weddings right now. And the number will only grow.

Q: I mostly serve clients in their 30s. Do I need to care?

A: Yes! While you may still be serving millennials, Gen Z is right behind them. Being forward-focused ensures your business evolves with the market.

Q: Where can I learn more about how to market to Gen Z couples?

A: Head over to Episode 277 of my podcast where I break down exactly how to reach Gen Z couples in 2025. Trust me, you don’t want to miss it. (link below)

🔗 Helpful Links:

• EcoCart’s 42 Stats on Gen Z Spending
• The Knot’s Wedding Trend Report
• Listen to Episode 277 on Reaching Gen Z Couples

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