Wedding industry trends: How to stay ahead with your marketing
- Emily Hewett
- Jul 31
- 3 min read
The wedding world never stays still for long – and that’s especially true now. Couples are more intentional, more online, and more values-driven than ever before. Which means if you’re in the wedding industry – whether you’re a cake designer, florist, venue owner, planner, or celebrant – your marketing needs to keep up.
You don’t need to reinvent the wheel. But you do need to know what your couples care about, where they’re looking, and how to show up in a way that feels relevant, reliable, and real.
Here’s a look at what’s trending now in the wedding world – and how to stay one step ahead when it comes to your marketing.
1. Weddings are more intentional – and less traditional
Couples today are ditching the rulebook and planning weddings that reflect their personalities, values, and story. Think smaller guest lists, weekend-long celebrations, unexpected locations, and a real focus on meaning.
What this means for your marketing:
Tell a story. Don’t just list what you do – explain how you help couples create a day that feels like them.
Show personality in your copy and branding – people buy from people.
Use real weddings and behind-the-scenes content to highlight how you tailor your service.
2. Visual content is more important than ever
Instagram, Pinterest, TikTok – these are the platforms where couples go for inspiration. High-quality visuals (photos or video) are essential. But it’s not about being picture-perfect – it’s about showing real moments, happy clients, and the details that make you stand out.
What this means for your marketing:
Invest in good imagery – especially from real weddings.
Use Instagram Reels or TikToks to show quick tips, transformations, or wedding day highlights.
Make sure your website doesn’t just have a gallery – use visuals throughout your site to support your message.
3. Sustainability and ethics matter
Eco-conscious weddings, sustainable suppliers, inclusive values – couples are actively seeking businesses that align with their beliefs. They’re asking questions about where flowers come from, whether your packaging is plastic-free, and how inclusive your services are.
What this means for your marketing:
Be honest and transparent about your values.
If you offer sustainable or inclusive options, say so clearly on your website and social content.
Don’t greenwash – but do highlight the positive steps you're taking.
4. Couples are searching smarter – and booking earlier
According to recent data, over 80% of couples start planning online, often on mobile, and many secure key suppliers at least 12–18 months in advance. That means your online presence needs to do a lot of the early legwork for you.
What this means for your marketing:
Your website needs to be mobile-friendly, fast, and easy to navigate.
Clear packages, service info, and FAQs help reduce friction.
SEO (Search Engine Optimisation) matters – make sure your site includes relevant keywords like “wedding florist in Essex” or “UK celebrant for non-traditional weddings”.
5. They want to connect – not be sold to
Couples are craving connection and a sense of trust. They want to feel seen, understood, and supported – not like they’re just another lead in your inbox.
What this means for your marketing:
Use your About page to share your story and why you love what you do.
Add testimonials, reviews, and kind words throughout your website – not just on one page.
Be approachable in your emails, social captions, and contact forms – not formal and robotic.
Ready to take your wedding business to the next level?
Marketing doesn’t have to feel overwhelming. Whether you're DIY-ing your website, posting on socials when you remember, or feeling stuck with how to show off your business online – there's always a way to move forward.
If you want help refining your message, refreshing your brand, or getting seen by more of the right people – I’m here.
Get in touch to chat about how we can make your marketing work harder for you.
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