5 Key Takeaways From The Knot’s 2026 Wedding Trends Report

By Victoria Gomelsky | February 18, 2026

In 2023, The Knot Worldwide published its first-ever “Future of Marriage Report” focusing on Gen Z attitudes toward marriage and related trends. In late November, the wedding services company released its second such report—The Knot Worldwide Future of Marriage: 2026 Trends to Watch Report—“uncovering how love, culture, and creativity are shaping weddings in the year ahead,” according to a press release.

While the findings don’t focus on jewelry specifically, the report offers retail jewelers valuable insights into how couples are navigating the current economic environment, what factors are influencing wedding spend and style, how they’re using AI to plan, and what Gen Z prioritizes when it comes to marriage.

Below, we’ve highlighted the key takeaways.

Couples are feeling financially squeezed.

Of the more than 600 engaged couples in the United States surveyed by The Knot, roughly 8 in 10 say the rising cost of goods and inflationary pressures have influenced or are expected to influence their wedding planning; 6 of 10 specifically cited tariffs.

Forty percent of couples are making changes to their wedding plans due to the economy. For example, a third are cutting back on the number of guests or modifying flowers and decor, while 30% are reaching out to additional vendors for price comparisons.

“Despite these adjustments, many couples still find the realities of wedding costs challenging: 52% say their initial budget feels lower than the true cost of a wedding,” the report says. “Vendors play a critical role in bridging that gap; 64% of couples say their vendors have helped them stay within budget, highlighting the importance of collaboration and creative problem-solving.”

Celebrity engagements matter.

When celebrities get engaged and married, the choices they make reverberate across the wedding universe. This is hardly news to jewelers, many of whom have seen requests for antique diamonds skyrocket in the wake of Taylor Swift’s engagement to Travis Kelce last August.

Among survey respondents, 96% ranked Swift and Kelce’s engagement as the most influential, with Zendaya and Tom Holland’s engagement in second place (77%), and Selena Gomez and Benny Blanco in third (64%).

When it comes to celebrity weddings, Hailee Steinfeld and Josh Allen ranked No. 1 (56%), followed by Demi Lovato and Jordan “Jutes” Lutes (51%) and Charli XCX and George Daniel (26%).

AI is helping couples plan.

In the Knot’s 2025 Wedding Trends to Watch Report, 20% of respondents said they were actively using AI in their wedding planning. In a separate 2026 survey of 228 engaged couples, that figure increased to 36%. Three in 10 have used image-based AI tools for inspiration or planning.

Gen Z cares about marriage.

The Knot surveyed 1,004 dating and/or single people in the United States between the ages of 18 and 42 and found that a majority, while not yet at peak marrying age, are looking forward to getting married, and almost half believe the wedding day is worth investing in—despite stress/cost pressures.

Many members of Gen Z, however, tend to see marriage through the lens of personal commitment and not as a financial or societal institution. Sixty-six percent are enthusiastic about their friends’ weddings, and 39% are attending or planning to attend one or more weddings this year. For retailers, the findings suggest that personalization, experiential elements, and community-centric celebrations are key.

Here’s what’s out for 2026.

Overly traditional elements (such as a bouquet and garter toss), opulence (think over-the-top, themed decor), and social media stunts (anything specifically designed to go viral) are out with engaged couples. Among single or dating Gen Zers, however, all-white wedding dresses top the list of wedding elements that are passé (27%). May we suggest pops of red to entice this cohort?

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