Thousands for one day? Modern couples don’t want wedding debt

Modern weddings are becoming more budget-conscious than ever before, according to new research.

A survey of 2,000 engaged Americans currently planning their wedding found the days of glamorous overspending may be less common with the current financial climate front of mind.

Twenty-two percent of those polled described their wedding budget as “modest,” while only 5% said they were planning something extravagant. An additional 16% said they were working with the “bare minimum.”

The survey, conducted by Talker Research on behalf of JJ's House, also found that the average couple expects to spend a third (33%) of their combined annual income on the big day.

That translates to an average wedding budget of $21,058.

While it was once tradition for the bride’s family to pay for the entire wedding, that model may be fading fast in today’s financial climate.

The vast majority of couples (85%) now say they’re footing the bill themselves, with only 14% receiving contributions from both sets of parents and just 10% relying on one side of the family.

Still, rising prices are testing the patience of even the most optimistic planners.

Venue rentals (39%), photography (34%), catering (34%) and attire (32%) were listed among the most surprising sticker shocks. The average wedding dress budget alone came in at $7,497.

“We’re seeing a clear shift toward weddings that reflect both budget constraints and personal values,” said a spokesperson for JJ’s House. “Couples are being more intentional with their spending, not because the day matters less, but because they’re investing even more in the life that comes after it.”

Some couples are adapting to the economic climate by getting creative.

One in four (25%) have postponed the wedding to save more money. Others have opted for DIY décor (27%), more affordable venues (24%) or secondhand outfits (19%) in place of designer brands.

Nearly half (46%) of brides said their bridesmaids will be paying for their own dresses, while only 27% plan to cover the cost for their wedding party. Another 27% aren’t having bridesmaids at all.

When it comes to attire, price was the top deciding factor (43%), followed by comfort (37%) and style (29%).

Sustainability and ethical sourcing ranked lower at 6%, though more than half (51%) believe younger generations will increasingly prioritize those values in future planning.

That shift is already happening in other areas.

Seventy-seven percent of respondents said they would consider lab-grown diamonds for financial reasons, while 67% would do so for ethical ones. And 76% said it was important that their wedding reflect their values.

The survey also found that the average wedding guest list includes 107 people, and just 13% plan to host multiple events like welcome parties or next-day brunches.

One in five (19%) are postponing their honeymoon due to financial reasons, and 11% said they’re skipping it entirely.

Despite the challenges, most couples are tackling planning as a team. A strong 81% said both partners are involved, while only 33% said the bulk of responsibility falls on them alone. Just 7% said their partner is taking the lead.

Still, navigating family expectations remains tricky. Thirty-one percent said they’ve experienced pressure to include specific traditions or customs even if they don’t align with their values or budget.

“Couples today are walking a tightrope between tradition and reality,” the JJ’s House spokesperson added. “They still want a meaningful celebration, but there’s a growing awareness that starting married life in debt or under pressure to impress isn’t worth the cost.”

Survey methodology:

Talker Research surveyed 2,000 engaged Americans (18+); the survey was commissioned by JJ’s House and administered and conducted online by Talker Research between June 6 - June 17, 2025.

We are sourcing from a non-probability frame and the two main sources we use are:

• Traditional online access panels — where respondents opt-in to take part in online market research for an incentive
• Programmatic — where respondents are online and are given the option to take part in a survey to receive a virtual incentive usually related to the online activity they are engaging in

Those who did not fit the specified sample were terminated from the survey. As the survey is fielded, dynamic online sampling is used, adjusting targeting to achieve the quotas specified as part of the sampling plan.

Regardless of which sources a respondent came from, they were directed to an Online Survey, where the survey was conducted in English; a link to the questionnaire can be shared upon request. Respondents were awarded points for completing the survey. These points have a small cash-equivalent monetary value.

Cells are only reported on for analysis if they have a minimum of 80 respondents, and statistical significance is calculated at the 95% level. Data is not weighted, but quotas and other parameters are put in place to reach the desired sample.

Interviews are excluded from the final analysis if they failed quality-checking measures. This includes:

• Speeders: Respondents who complete the survey in a time that is quicker than one-third of the median length of interview are disqualified as speeders
• Open ends: All verbatim responses (full open-ended questions as well as other please specify options) are checked for inappropriate or irrelevant text
• Bots: Captcha is enabled on surveys, which allows the research team to identify and disqualify bots
• Duplicates: Survey software has “deduping” based on digital fingerprinting, which ensures nobody is allowed to take the survey more than once

It is worth noting that this survey was only available to individuals with internet access, and the results may not be generalizable to those without internet access.