What are the top factors that drive couples to choose suppliers?

Weddings are a competitive and evolving landscape. Standing out to couples is more than just offering excellent service; it’s about being seen, being relevant, and connecting on a deeper level. We explore the top factors that drive couples to choose suppliers.

Each year, we survey real couples to find out what drives their decision-making. The Easy Weddings Annual Survey 2025 revealed four key reasons that influence couples’ choosing one supplier over another. The more suppliers can understand these, the better their chances of winning bookings.

More than ever, couples are sourcing inspiration from multiple channels. They’ll start on Easy Weddings and Google, move onto social media and ChatGPT, and finish off with recommendations from friends and previous couples. To succeed in this environment, wedding professionals need to offer more than just a polished service; they need a visible, consistent, and value-driven presence across all platforms.

Here’s what matters to today’s couples, and how you can show up.

Transparency is king

The data: 35% of couples choose suppliers who are upfront with their pricing

The most cited reason couples chose a supplier was that they were upfront and clear with pricing. Modern couples and the next generation of those getting married value authenticity and openness. Hidden costs, vague packages, or a “price on request” message can turn people away quickly, particularly when it competition with more transparent suppliers. 

What you can do

• Clearly list packages or starting prices on your storefront.
• Offer downloadable brochures with detailed inclusions.
• Show example budget or customisable options for flexibility. 

Our tip: Can’t list your exact price? Even the inclusions of a realistic price range can be a game-changer. Context helps couples feel informed and respected.

Pricing need a refresh? We’ve got some tips to help you when revisiting your price strategy. Read more.

Finding visual alignment

The data: 24% of couples look for photos that match their vision

Let’s not beat around the bush. For many brides (and some grooms!) their wedding day planning doesn’t start when the ring goes on their finger. It dates back to when they were little girls, or gossipy teenagers. The vision, the dress, the venue, the styling – these are sometimes years, if not decades, in the making. 

With this in mind, it’s not surprising that almost a quarter of coupels say the reason they chose a supplier was because the content on their storefront and socials aligned with the wedding they have been envisioning. The images plays a major role in being selected as a couple’s supplier.

Couples are visual planners, especially Gen Z. They’ve grown up with smartphones in their hands and Instagram handles since they were pre-teens. They’re using platforms like Instagram, Tiktok, and Pinterest (yes, still!) to imagine their day. If they can see themselves i your work, they’re more likely to make an enquiry.

What you can do: 

• Regularly post real weddings and styled shoots that reflect your style.
• Use diverse, inclusive content to appeal to a wide breadth of couples.
• Tag locations, styles, and vendors – this will maximise reach.

Our tip: Don’t just post what you consider to be your best work, post the weddings you want to book. And regularly update it.

Find where Gen Z is researching. We’ve got the 411 stats and facts. Find out more.

Personality and being personal

The data: 18% of couples are looking for a personal connection

Your work speaks, but who you are also speaks volumes. For nearly one in five couples, it’s not just about style; it’s about connection. Weddings are deeply personal, and couples want to work with people who “get” them. So, your personality, communication style, and values are also deciding factors. 

In this age of automation and AI, human connection stands out. 

What you can do: 

• Use your bio and storefront description to tell your story.
• Share behind-the-scenes content and personal reflections.
• Be approachable, responsive, and genuinely helpful in conversations.

Our tip: Video builds connection, so consider adding a short intro video to show who you are and who’s behind the screen.

5 stars and social proof are gold

The data: 17% of couples rely on positive reviews from previous couples

Social proof is everything these days. 17% of couples choose suppliers based on positive reviews. In a sea of options, genuine feedback from previous clients builds credibility and gives couples confidence that you’ll deliver on your promises.

What you can do:

• Ask every couple for a review after the wedding.
• Share glowing reviews on your socials and website.
• Highlight reviews that reflect your strengths: Calming nerves, working under pressure, or going the extra mile.

Our tip: Don’t be afraid to ask for specific feedback. A quick message like, “I’d love if you could mention what stood out most about working with me,” can lead to stronger, more relevant reviews.

Need help collecting reviews? We have six steps that should help you get more social proof! Find out more.

The takeaway

Today’s couples are researching widely and switching often between platforms; from Easy Weddings to Instagram, jumping onto TikTok and then Googling. To be found and chosen, your business needs to be in all these spaces. 

As we move into the Gen Z wedding era, standing out requires more than word-of-mouth. It requires a digital presence that reflects the experience that you offer. Show your value, vision, and personality to convert more couples.

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