Traditionally, weddings follow a predictable sequence: one partner buys a ring, pops the question, and then the couple starts booking venues, vendors, and outfits for the big day. But lately, that script has been flipped. According to a study by wedding registry site Zola, every single couple surveyed admitted to taking major wedding planning steps before getting engaged. From creating mood boards to researching vendors—and even putting down deposits on venues—today’s couples are getting a head start on their weddings long before there’s a ring in sight.

The wedding industry has definitely noticed the shift. Many vendors report a surge in inquiries and bookings from “pre-engaged” couples. “I had one couple start planning—we toured venues and booked their location—before they were even engaged,” says Callista Osborn, creative director of Callista & Co. “Then, I helped the groom plan the actual proposal.”

A quick Instagram post asking about this trend led to a flood of vendors sharing similar stories. One planner told me half her clients reached out pre-engagement and later sent her photos of the big moment. A photographer admitted she was stunned by how many couples were booking her years in advance. Even an illustrator shared that a bride hired her because she “had a feeling” a proposal was coming soon.

Rachel Urban, co-owner of Apricity Event Co., who booked two pre-engaged couples this year, explains: “Honestly, I get it. The wedding industry is busier than ever, and couples feel this constant pressure to stay ahead. It makes sense they’d want to start early.”

With the average age of marriage rising in the U.S., many couples already live together and openly discuss future plans—including finances. Since weddings are a major investment, it’s natural for partners to align on timing and logistics early. Once they’ve agreed on a rough timeline, why not start planning?

Collaborating on wedding—or even engagement—details can also make the process less stressful. Zola’s study found that 54% of couples with 2025 weddings shopped for engagement rings together. Jewelers note that more pairs now design rings as a team, ensuring both love the style and feel good about the budget—while keeping the proposal itself a surprise.

Still, booking a wedding venue before getting engaged might seem like jumping the gun. Yet Zola’s data shows the number of couples doing just that has doubled since 2024. With prime venues booking up years ahead, some couples aren’t taking chances. One PR rep confessed her family already secured a famous venue for next spring—weeks before her fiancé proposed. (She posted the engagement photos last week.)

There’s nothing wrong with being proactive. If anything, this trend suggests couples are putting more thought into their weddings—and making decisions as equals. If two people are already committed to forever, why wait to lock in their dream vendors? The ring will come when it comes.