You may not have come across the “engagement gap” yet: it’s a social phenomenon that’s shaking up the wedding industry, with effects bound to ripple through both couples and suppliers. In short, the pandemic brought our lives and relationships to a standstill, leading to a sharp drop in engagements, followed by a sudden rise. This surge is likely to have a big effect on the number of weddings, and could eventually lead to a shortage of wedding suppliers for a lot of engaged couples!

So what does the engagement gap mean for you? If you’re a wedding supplier, how will it affect your bookings, forward planning and prices? If you’re planning your wedding, when will you need to make enquiries so you don’t miss out on favourite suppliers? We’ll share all the knock-on effects of the engagement gap in this article – including how it will affect you and what you need to do!

I first heard of the engagement gap from Dorset wedding photographer Nathan at Libra Photographic. He’s shared his thoughts on what the engagement gap means for wedding photographers and suppliers. Below, I’ll explain what it means for couples – and some top tips for those of you booking weddings for 2025, 26 and 27.

The engagement gap: a persistent issue for wedding suppliers

By Libra Photographic

“As a wedding photographer, I’m often asked by friends and industry peers how business is going these days. When I mention that bookings are still down due to the lingering impact of COVID-19, people are often surprised. After all, there was a mad rush to clear all those postponed weddings once lockdowns ended; I only just completed my final postponed wedding! Yet, even though COVID-19 has faded into a distant memory for many people, it continues to mark our calendars and define periods of our lives. We still say things like, “Was that pre- or post-pandemic?” or “That happened just before lockdown.” And there’s the classic: “I’ve been making sourdough since the second lockdown — the productive one, not the first ‘just-surviving’ lockdown.” For a lot of us, COVID is now a timestamp on our lives, yet for the wedding industry, it’s more like an extended chapter.

Despite the initial flood of rescheduled weddings after the pandemic, there’s a persistent issue I call “the engagement gap.” It’s not something the average couple would notice, but it has impacted the industry in a big way. Here’s how it works: there’s a natural rhythm in the timeline from meeting your partner to dating, getting to know each other deeply, and then deciding to spend the rest of your lives together. On average, this progression takes around five years (unless you’re one of those lucky unicorns who know from the first meeting).

Now, fast-forward to the pandemic years. For two years, chance meetings, spontaneous dates, and those fabled office romances all but disappeared. Even swiping right on Tinder turned into virtual dates rather than in-person sparks. This two-year pause meant fewer new, long-term relationships were formed during that period. And, while we all thought life was “back to normal” post-lockdown, it took at least another eight or nine months before many people regained their social confidence. We’d become used to the distance — remember those two-metre stickers in the supermarket? They’re still around, a lingering reminder of a time we’ve mentally moved on from but can still feel physically around us.

This two-year “engagement gap” now reverberates through the wedding industry. The natural progression of relationships means that fewer of the couples who started dating during and immediately after the pandemic are at the “big commitment” stage just yet. In my work, I’m mostly photographing couples who’ve been together for over six years, a trend that reflects the pandemic-induced pause. Younger or newer relationships are still in their honeymoon phase and not yet ready for the lifelong commitment of marriage. So, while I believe the industry will bounce back — and I can almost mark my calendar for it — I don’t expect pre-pandemic levels of wedding inquiries for at least another 12 to 18 months.

The engagement gap is a phenomenon most of us in the wedding industry are watching carefully. Eventually, we’ll see a shift as new couples naturally reach the engagement and wedding planning stages. But for now, the COVID-19 engagement gap is still very much part of the conversation, shaping how we book, plan, and dream for the future.

So how will the engagement gap affect couples?

Wedding suppliers are riding a rollercoaster right now. To find your perfect suppliers, you’ll need to hop on for the ride! As Nathan’s mentioned, 2024 has been a slow year for a lot of wedding photographers, venues and other suppliers. This is because of the engagement gap. Here’s why:

In 2020 and 21, when we were all shut up behind closed doors with only Zoom for company, serious relationships kind of paused. Normally and on average, couples get engaged 3 – 4 years after meeting. They get wed 18 months later. So lots of couples who met in 2019 are getting married around about now (late 2024 and into 2025).

 

Couples who would have met in 2020 and 2021, who would have got married in 2025 and 2026, paused their lives for 2 years. Many won’t get wed until 2027/8. That’s the engagement gap.

If you are one of those lucky couples (I really want to call you lucky unicorns again, but Nathan already did that, so I’ll save it for later!) who’s getting married in 2025, you’ll have no problem finding wedding suppliers. With fewer couples planning fewer weddings, you might strike gold and manage to book an amazing venue at short notice, like Nicki & Jake whose gorgeous wedding we featured yesterday.

However, struggling wedding businesses don’t always survive a crisis. I would urge you to support independent wedding brands wherever you possibly can by booking early and paying a deposit to secure your dates. That advice applies to all wedding services from photographers to celebrants, wedding planners to stationery designers. Your deposits are what will keep some of us afloat through the next few years.

Having said that, my advice is also to get wedding insurance. If a supplier does go into administration – as happened with David’s Bridal in April of 2023 – it’s important to protect yourselves from losing your money.

If you’re risk-averse, look for long-established wedding suppliers – those who have ridden out the cost of living crisis are likely to stay strong through the effects of the engagement gap. But don’t discount thriving start-ups either: those new wedding businesses who offer new and exciting things and whose businesses are booming, are another safe bet! (Still insure your wedding!)

Through the quieter years it’s likely that wedding suppliers will be creative with their pricing and packages, offering alternatives for couples on a budget. This can be anything from midweek and winter pricing to shorter hours, elopement packages and more.

Discounts aren’t always available from suppliers – wedding vendors work super hard, and price cuts can be rare in this industry. Having said that, you might find a discount for early booking from a venue, for example.

If a wedding supplier you love isn’t promoting a discount, please don’t ask for one. We’re not Argos, and frankly it can be a little offensive to suggest to your florist / caterer / cake designer that you think their services are worth less than they do.

A boom in engagements means more weddings!

The average length of a relationship before getting engaged / married varies a LOT. But let’s go with averages again, and assume that if 2025-6 are slow wedding years, 2027 and beyond will see a surge in weddings.

This means couples getting engaged in 2025 (which is only a matter of weeks away now) will  have a lot of competition to get key suppliers booked. Venues, photographers and videographers, marquees and all of those key vendors will start taking bookings in the New Year.

If this is you, I have one piece of advice: don’t leave things too late! Those who tie the knot in 2025/6 will have a wealth of suppliers to choose from. Those of you booking suppliers in 2025/6 for weddings in 2027 and beyond might find your favourites aren’t available on your date – so be quick!

 

Further reading:

60 questions to ask your wedding photographer

Capturing your day: a guide for newly-engaged couples