Gen Z couples are spending significantly more on their wedding attire than previous generations, with new research revealing that the average spend on outfits and accessories exceeds £1,800. The study, conducted among over 2,000 married individuals, found that Gen Z weddings have evolved into multi-day events featuring numerous outfit changes and opportunities for social media content creation.
Multi-Event Weddings Drive Costs
The research indicates that Gen Z hosts more pre-wedding celebrations—such as bridal showers, engagement parties, rehearsal dinners, and day-after events—than any earlier generation. Social media is reshaping expectations and adding pressure, with 80% of Gen Z respondents feeling compelled to appear flawless on their wedding day. Among them, 38% attribute this pressure primarily to social media, while one in five ranked capturing perfect photos for their feeds as a top priority.
Outfit Changes and Spending
Celebrity stylist Ellis Ranson, brand ambassador for Deichmann (which commissioned the survey), noted: "Wedding content culture is now huge. The typical Gen Z wedding is far more appearance-driven than previous generations as they look to change outfits as the day goes on. With all of the outfit changes, there comes a price tag that can see people add hundreds onto their budgeted amounts."
The survey found that 80% of Gen Z bought two or more outfits for the big day, and 71% had at least two pairs of shoes. However, 12% felt they overspent on their appearance. The overall average spent on outfits by married Brits was £1,219.07, with Gen Z spending around £600 more than that average. In contrast, Baby Boomers typically spent £552 and made do with one outfit, while 70% of Generation X managed with just one pair of shoes.
Generational Differences in Spending
Among all respondents, 82% of women bought shoes specifically for their wedding day, compared to 64% of men. Gen Z was the most likely to keep their wedding attire for reuse, while Millennials often opted to recoup costs by selling their outfits. Ranson added: "The pressure to spend on outfits is now huge but you don’t need to overspend to chase the perfect look. There are so many great alternatives to expensive designer pieces and saving money on your footwear and accessories is a great way to make sure you stay within budget."
The findings highlight a shift in wedding priorities, with younger generations placing greater emphasis on appearance and social media presence, leading to increased spending on multiple outfits and accessories.
