“What do you mean you don’t want any furniture underneath the pergola?”

’Tis wedding season, the time of year when nuptial excitement contends with a seemingly endless stream of design choices with a hefty price tag. As a bride-to-be myself, I have been astounded by the pressure to spend beyond my budget, as if not including an ice cream truck and a balloon selfie wall would make or break the entire event. It’s a winning formula for the wedding industry: Heightened expectations plus soaring price tags equal staggering profit margins. And the industry has social media to thank.

Gen Z is proving that a beautiful, meaningful wedding does not have to come with a hefty price tag or the expectation of social media perfection.

In an era when weddings are often measured by their Instagramability, many couples feel pressured to plan a picture-perfect day that meets the aesthetic standards of social media. The rise of platforms like Instagram and Pinterest has turned wedding planning into a high-stakes production, fueling the wedding industry’s ever-growing price tag. But as costs continue to soar, a new trend is emerging — one driven by a generation that is more financially cautious and less enamored with the idea of a fairy-tale wedding at any cost.

A wedding arms race

Social media has revolutionized wedding planning. With a single scroll, couples are bombarded with curated images of extravagant floral installations, designer gowns, and luxury venues. While such platforms can serve as helpful tools for inspiration, wedding “doomscrolling” has transformed a deeply personal and intimate occasion into a public spectacle, where likes and shares serve as the currency of validation. According to Forbes, social media’s effect of raising expectations — and costs — is making 60% of couples consider elopement over a traditional wedding.

Escaping the pressure of staggering wedding costs is palpable. The average wedding budget for 2025 is projected to be around $36,000 — compared with $29,000 in 2023 — with high-cost areas like New York City pushing that number to $65,000. Unsurprisingly, many couples are turning to loans and credit cards to fund their big day. One survey found that 56% of newlyweds go into debt for their wedding — an alarming trend as 34% of divorcees blame credit card debt and spending as contributing factors to their divorces. Is that really the best gift for newlyweds?

Rebelling against wedding debt

However, unlike Millennials, who embraced the Instagram-fueled wedding culture, Gen Z is showing signs of resistance. Facing economic challenges such as inflation and housing affordability, Gen Z couples are putting cost-effective celebrations over extravagant ones. The Guardian reports that many opt for smaller weddings, alternative venues, and even elopements to avoid unnecessary financial stress.

There is also a shift away from the performative aspect of weddings. While Millennials often sought highly curated, shareable moments, Vogue notes that Gen Zers are less concerned with social media validation. They prefer authenticity and meaningful experiences over staged perfection.

This has led to a rise in DIY elements, intimate ceremonies, and budget-friendly wedding choices. For example, some brides choose to do their own makeup, saving thousands of dollars compared to hiring a professional artist. Others prefer unconventional locations like back yards and public parks rather than expensive banquet halls.

Rethinking the wedding industry

The movement away from over-the-top weddings is not just about finances — it’s about values.

Weddings are meant to be a celebration of love and commitment, not a financial burden that lingers long after the last dance. While the wedding industry thrives on convincing couples that their big day must be grand and expensive, Gen Zers are beginning to challenge that notion. They are proving that a beautiful, meaningful wedding does not have to come with a hefty price tag or the expectation of social media perfection.

As more couples reject the pressures of an Instagram-worthy wedding in favor of financially sane choices, the industry may be forced to adapt.