33: Debunking the Myth of the Wedding Industry Slowdown: Insights from Brandee Gaar

In recent months, wedding industry professionals have voiced concerns about a perceived slowdown in the market. Many wedding pros have expressed worry that fewer couples are getting married and that their businesses are facing unprecedented challenges. But is this the reality, or are we falling into the trap of a scarcity mindset?

On the latest episode of the Accidental CEO Podcast, host Nata Salvatori invites luxury event planner and wedding industry thought leader Brandee Gaar to discuss the wedding industry slowdown myth. Together, they shed light on why this perception is misguided and how wedding professionals can not only survive but thrive in today’s market.

The Reality Behind the Numbers

As Brandee explains, it’s crucial for wedding pros to understand the data rather than relying on industry hearsay. After a record-breaking number of engagements in 2022, there was a natural correction in 2023, which led to fewer weddings in 2024. However, the market is stabilizing. Brandee, with over 17 years of experience, emphasizes that economic fluctuations are part of the business and should never be an excuse for sitting back and waiting.

“The economy is always going to be something that you’ve got to navigate as a wedding pro. Blaming it and sitting on your hands isn’t a way to grow a business.”

The Key to Thriving: Adaptation and Strategy

Brandee stresses that wedding professionals must adapt to the current marketing landscape. What worked three years ago may no longer be effective. For instance, Instagram, a platform central to many wedding businesses, has evolved. Today, it’s all about authentic engagement rather than just showcasing a beautiful gallery of work. Clients want to see the behind-the-scenes of your business and experience your brand personally.

Another important tip is leveraging vendor relationships. By engaging with other wedding professionals on social media, you can tap into new audiences and build referral networks. As Brandee notes:

“When you engage with other vendors—like venues, photographers, or planners—you’re supporting each other and creating endless referral opportunities.”

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Face the Camera: Showing Up for Your Business

One of the hardest shifts for many wedding pros is showing up personally on social media. Nata and Brandee both agree that this is non-negotiable for building trust with potential clients. While many shy away from putting their faces on camera, Brandee emphasizes that being the face of your business is essential in today’s digital landscape. Clients want to know the people they are working with—and showing your personality helps build that connection.

“You cannot get better at something until you get in the game. Show up, be awkward at first—it’s part of the process!” Brandee advises.

Effective Marketing During “Slow” Times

During times when the market feels slow, it’s important to maintain, or even increase, your marketing efforts. Instead of retreating, wedding pros should be doubling down on their marketing strategies. Brandee highlights some key marketing tactics that work even during perceived slowdowns:

1. Show Your Face – Personal engagement on social media can make a significant difference.
2. Network with Vendors – Building partnerships with venues and fellow vendors is crucial to growing your business.
3. Track Your Data – Understand where your leads are coming from and adjust your marketing efforts accordingly. If you’re not tracking the source of your leads, you can’t make data-driven decisions to grow your business.

Networking and Collaboration: The True Game Changers

Another critical aspect of growing your wedding business is networking and collaboration. Post-COVID, it’s easy to stay behind the screen, but Brandee argues that in-person networking is vital for growth. Building relationships with fellow vendors and engaging in your local community can open doors that no digital platform can match.

Brandee urges wedding professionals to focus on changing the narrative when it comes to business challenges. Instead of getting caught up in negative threads or social media conversations about slow bookings, focus on solutions.

“Successful people don’t have different problems; they have different solutions,” Nata points out.

Conclusion: Stay in the Game

The wedding industry isn’t slowing down—it’s evolving. With the right strategies in place, wedding pros can continue to grow and thrive despite what the market feels like. By focusing on data-driven marketing, authentic client engagement, and meaningful networking, you can combat the myth of a wedding industry slowdown and set your business up for long-term success.

For more insights, listen to the full conversation on the Accidental CEO Podcast with Brandee Gaar, and stay ahead in the evolving world of weddings!