The engagement of Taylor Swift and Travis Kelce is anticipated to increase the spend on weddings over the next two years, according to a survey by The Knot, dubbing it “The Swiftification of Weddings.”
The Knot anticipates a $400 million estimated bump in U.S. wedding-adjacent event spend over the next two years, including an estimated $220 million net new spend on bridal showers, bachelor/bachelorete parties and rehearsal dinners and an estimated $180 million net new spend on honeymoons.
As Swift’s engagement and wedding unfold publicly, roughly 50 percent of wedding pros believe it could impact their business. The Knot predicts the vendor categories most likely to benefit are jewelers, photographers, videographers, florists, beauty, attire, stationery, entertainment and decor.
Some 25 percent of couples typically hire professionals for engagements, and The Knot anticipates this number to increase meaningfully to drive an estimated $120 million bump in spend on professionals like proposal/ engagement photographers and florists over the next two years.
For their engagement, Kelce gave Swift an old mine brilliant-cut diamond designed by local New York City jeweler Kindred Lubeck of Artifex Fine Jewelry, whose entire inventory is now sold out. It is estimated that there will be a $350 million bump in spend on wedding jewelry in the U.S. alone over the next two years.
Some 85 percent of couples are currently opting for diamond engagement rings, according to The Knot 2025 Real Weddings Study, which could increase even further with the Taylor Swift Effect.
Swift’s striped dress from Ralph Lauren that she was wearing during her engagement sold out the same day the announcement went up on Instagram, as reported. Certain rental marketplaces like Pickle have seen an increased interest in Ralph Lauren pieces from shoppers.
The Knot anticipates a $160 million estimated bump in wedding gifting from guests and a $300 million estimated bump for local non-wedding tourism, such as retail and restaurants.
It has been rumored that Swift and Kelce will host their wedding at her “Holiday House” in Rhode Island.
The Knot predicts a $200 million estimated bump on U.S. wedding attire purchases over the next two years including wedding dresses, wedding party attire, groom/groomsmen attire as well as bridal stylists to help mimic outfits.
The Knot also believes there will be a $160 million estimated bump on U.S. wedding floral purchases over the next two years as couples try to match and align with the garden aesthetic from Swift’s engagement proposal and eventual wedding. The Knot saw a 70 percent increase in searches for “garden” on The Knot Vendor Marketplace the week of Swift’s engagement (versus the prior week), which took place in Kelce’s backyard of his Leawood, Kan., estate.
The Knot said their report is a prediction only, based on a set of assumptions. They said Swift and Kelce could elope or throw a destination wedding abroad. The Knot Worldwide analyzed its own on site behavioral date between Aug. 19 and Sept. 8, as well as surveyed its U.S. audience of pre-engaged and engaged couples, along with wedding professionals to get a pulse on anticipated changes and their potential impact.
