Hello, and welcome back to Inc.’s 1 Smart Business Story. Consumers may be pulling back amid economic uncertainty, but Gen-Z isn't cutting corners when it comes to love. New data from The Knot Worldwide shows young couples are unwilling to cut back costs when it comes to planning their big, high-touch weddings. 

That resilience is good news for the $65 billion U.S. wedding industry, especially for the small business that make the elaborate celebration possible from florists and venues to photographers and experience-driven vendors.  

Inc. staff editor Kayla Webster spoke to The Knot Worldwide CEO, Raina Moskowitz who broke down what Gen-Z really wants from their big day and three emerging trends that small businesses should have on their radar heading into 2026. 

In this piece, you will find:

What other trends do you see Gen-Z shaping, even as consumer spending tightens? Let us know at [email protected]. 

BY KAYLA WEBSTER, STAFF EDITOR

A conversation with the Knot Worldwide CEO Raina Moskowitz reveals what young couples want out of their special day. 

Consumers are cutting back on spending in this challenging economy—but not on celebrations of love. Over the next year, we’re going to see lots of big, fat Gen-Z weddings, because, “myth bust: Gen-Z is excited about getting married,” the Knot Worldwide CEO Raina Moskowitz tells Inc. 

Weddings are one of the only life events consumers are unwilling to cut back on during tough times. Data from the Knot Worldwide, a wedding planning platform, shows that fewer than half of couples are changing their wedding plans because of the current economic climate. Despite the uncertainty, eight of 10 couples in the data said the investment will be worth it. 

“Weddings are obviously an incredible moment, and given all the macroeconomic pressure, we see that couples are still prioritizing it—budgets are not changing, guest counts are not changing,” Moskowitz says. “Weddings are incredibly resilient, and it’s because people are craving connection, celebration, and they’re continuing to prioritize it.”

All of this is great news for the small businesses that make the magic of weddings happen, Moskowitz says. The U.S. wedding industry is currently worth $65 billion, according to global marketing consultant Ken Research. These businesses encompass everything from event venues, florists, caterers, wedding gown shops, bakeries, photographers, and special experience providers, like photo booths and caricaturists.

With 86 percent of Gen-Zers envisioning marriage and weddings in their futures, these small businesses can count on a steady stream of potential customers for years to come. However, they’ll need to think outside the box if they want to make these young couples happy on their big day, Moskowitz says. Here are three Gen-Z wedding trends for 2026.

To Gen-Z, all-white bridal gowns are a total snooze. Many are opting for white dresses with a pop of color, but the trend isn’t going to stop there. Moskowitz says she’s seen models in “rainbow and glow-in-the-dark” wedding dresses sashaying down bridal fashion show runways. 

For digital natives, trends making the rounds on social media are having a major impact on wedding venues and themes. Interestingly, interior design terms like “old money aesthetic,” “cottagecore,” and “quiet luxury” are being used by Gen-Z as wedding themes and decor inspiration, Moskowitz says. These terms usually invoke an understated sophistication in home decor—a vibe that complements elegant events like weddings.

Celebrity engagements and their social media announcements are also influencing Gen-Z’s wedding venue decisions. Taylor Swift’s engagement to Travis Kelce sparked a major uptick in garden weddings, when the couple’s fairytale garden engagement photos hit social media, the Knot data shows. 

Older generations often accuse Gen-Z of living on their phones and lacking social graces, but these young couples are probably the most thoughtful when it comes to their guests’ experience, Moskowitz says. In fact, Gen-Z couples are more likely to divert their budget toward guest activities like photo booths. Many are even opting for more unique offerings, such as on-site portraitists, tattoo artists, and carnival rides.

This shift in priorities has influenced guest count. While most Gen-Z couples want a big wedding—100-plus guests—some are opting for a microwedding, with a much smaller guest list so their budget can create the best possible experience for them.

“Cookie-cutter is out,” Moskowitz says. “All of our data shows that couples, and Gen-Z in particular, want something unique and personal that reflects you, your values, and your partnership.”

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