2025 in Review: The insights that shaped supplier success

It’s been another huge year for the wedding industry, and although some other industries are winding down, we’re about to hit our peak. But, at this time of year, it’s the perfect moment to reflect on the lessons, data, and insights that shaped supplier success in 2025.

From AI-driven research habits to refreshed pricing strategies and the launch of our newly minted WedXM, it’s been a year defined by digital transformation, smarter marketing, and understanding the next wave of couples.

Here is a look back at the top Easy Weddings articles that resonated most with vendors in 2025, and what it mattered.

1. Storefront optimisation took centre stage — and for good reason

Revisiting your storefront and looking at how it performs for you is a big topic of interest. Attract more wedding enquiries online: 7 ways your storefront could be costing you. Saw suppliers and vendors looking to refresh and reset their storefront. With 80% of Australian couples visiting Easy Weddings during their planning process journey, the message was clear: your storefront is a digital shopfront that can make or break your enquiries.

From missing pricing details to outdated galleries and limited (or no) reviews, this article broke down small tweaks that lead to big conversion gains. For many vendors, the biggest takeaway is normally the most simple: your storefront is not a set-and-forget part of your marketing strategy. Active storefront management is now a core marketing task, not an afterthought.

2. Networking returned as a power move and business essential, not a nice-to-have

In “Why is networking paramount for wedding businesses?” we highlighted how supplier-to-supplier relationships fuel referrals, expand reach, and deepen credibility. As AI evolves and the industry becomes increasingly digitised, human connections proving more valuable… not less! The rise of collaborative packages and cross-promotion see a huge shift in the industry: it’s not just about creating a great community, but it’s also commercially strategic and brings business success.

With events like Evolve growing in popularity, networking moved from buzzword to business plan.

3. Gen Z changed the game, and the way they research

One of the most-read articles this year, “From Pinterest to prompts: How does Gen Z do their wedding research?” put a spotlight on how dramatically the planning journey is evolving. AI prompts, TikTok, Reddit, and YouTube now outrank Google and Pinterest for many couples.

What does this mean for suppliers?

Authenticity and short-form video are non-negotiable. Stating “perfection” on feeds are losing influence. People want to see the raw, the messy, the imperfections. Suppliers get a clear signal now: Gen Z wants transparent pricing, relatable content, values alignment. They’re using AI to filter options, but then wanting to see the real people on the other side.

4. Pricing strategies are under the microscope

Mid-year, “Time to hit refresh: Is your pricing strategy due for an update?” reminded businesses that value and sustainability have to evolve alongside rising costs. It’s a tricky game to play, because we want to keep pricing affordable, but there is also the rising cost of living to contend with. The message is split into two core themes: reflect on your own profitability, the refine it.

The article addressed the growing topic of the year: it’s time to charge confidently for your experience and skills. Couples are increasing their annual spend, and the industry is encouraged to move beyond discounts that are implemented for fear of losing business, and instead choose a package offering that has clarity, transparency, and confidence.

5. The biggest transformation: the launch of WedXM

The year rounded out with a major platform milestone: “Introducing WedXM.” Designed to support modern planning habits, WedXM marked a shift toward real-time messaging, app-based management, and simplified lead communication. Built from supplier and couple feedback, the update wasn’t just cosmetic, but aligned with fast response expectations, automation needs, and mobile-first usage. It marked Easy Weddings’ future-focused priority: helping vendors convert, not just attract.

The common thread in 2025

While the topics varied: storefront optimisation, networking, Gen Z behaviour, pricing, and tech innovation, there was a clear overarching theme this year: the businesses that succeeded most were the ones willing to adapt.

Couples are researching differently.
Pricing expectations are shifting.
Digital tools are getting smarter.
And supplier relationships are becoming increasingly influential.

2025 was the year vendors recognised that modern couples want speed, authenticity, transparency, and personalised communication, and the tools and strategies highlighted throughout the year gave suppliers the roadmap to deliver just that.

Looking ahead

As we move into 2026, one thing is certain: the landscape will continue to evolve. But with a stronger understanding of the next generation, new technology to streamline communication, and proven strategies to improve visibility and value, the industry is primed for growth.

Here’s to a year of smarter storefronts, stronger networks, confident pricing, Gen Z readiness, and innovation through WedXM.

And here’s to everything 2026 will bring.