How ‘Influencer’ Culture Is Reshaping Bridal Parties

Why It Matters

The trend is shifting wedding costs and norms, pressuring couples to allocate more of their budgets toward curated experiences and gifts inspired by social media, which can widen financial strain and raise expectations across peer groups.

Summary

Brides are increasingly replicating influencer-driven aesthetics by creating elaborate bridesmaid proposal boxes and bachelorette gift bags, often filled with personalized items and branded products. Some are spending several hundred dollars per box or sourcing discounts and free samples from companies, while others pursue budget-friendly alternatives from Etsy and Amazon. Industry data from Zola shows more than 60% of couples plan to give wedding-party gifts, and nearly half are boosting overall wedding budgets to match social-media expectations. Experts advise planning gifts into the budget and not relying on brands to provide freebies.

Original Description

ABC News’ Sophie Flay reports on how soon-to-be-brides are reaching out to brands in the hopes of spoiling their best friends.

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