Forecasting Engagement Season: What Do Couples Want in 2024?
Another engagement season is upon us! Couples are getting engaged all year round, but it’s no surprise that the holidays are the perfect time to pop the question — especially when they’re surrounded by their loved ones.
Every year, we have more couples leaning into new priorities, trending details, and evolving relationships with the creatives they hire for their big day.
So, let me walk you through everything couples are looking for in 2024 and what you need in your toolkit to exceed their expectations.
Photos by Kris Kan
What’s changed
While there’s nothing wildly different that we haven’t already seen in 2023, it’s important to recognize this shift in new couples. Intentionality is a key factor in decision-making, for example. Your couples aren’t necessarily throwing caution to the wind and letting others take the reins anymore; they’re going to want to be more involved than ever before.
Sustainability is another huge facet of wedding planning that couples are putting at the forefront. They’re looking for creatives that are transparent every step of the way and helping with eco-friendly strategies that won’t create a ton of waste at the end of their event. Don’t worry — there are plenty of (inexpensive!) incremental ways to do so that can help you make a big impact.
What hasn’t changed
For every new addition to the industry, I see more evergreen consumer behaviors that aren’t changing anytime soon. For starters, bespoke experiences and inserting the couple’s personality are still reigning supreme. Couples really want to show off pieces of their lives with their loved ones, and this is the perfect time to showcase all of the little idiosyncrasies of their relationships.
Appealing to the guests also has staying power in terms of experiences. Your potential client is going to want that ‘wow’ factor for all of the family and friends who have supported them throughout their journey together. They’ll definitely want to deliver this through various touch points in their wedding.
Photo by Sakosan
How to adjust without missing a beat
Keeping up seamlessly with emerging couples and, subsequently, emerging trends that follow them can seem daunting. Trends will come and go, as always, but what’s really important is that you’re meeting your clients where they are. Candidly, this can be as easy as adjusting your intake process.
I strongly recommend asking questions that are going to determine what’s important to your new (or prospective) couple. This is a no-brainer, but consider that Gen-Z couples are vastly different compared to any generation before them. Figure out what their priorities are, where their values stand, and let them lead in that aspect. You’re the expert when it comes to design, but it’s great to have that insight to know what kind of event they’re hoping for — down to the very last detail.
Knowing what today’s couples are searching for will help guide you to your ideal client, and they’ll see that you’re committed to creating an unforgettable vision for their big day!
Photos by Kris Kan
Want more business and design tips?
Sign up for our creative community and get valuable emails and alerts, plus download Eddie’s FREE GUIDE to his favorite floral tools and materials.