By nature, people are social creatures. But over the past decade, a wave of loneliness and increasing social isolation has taken hold. In 2023, the U.S. Surgeon General and the World Health Organization sounded the alarm, establishing a Commission on Social Connection, to elevate social connection as a global health priority. 

Today, nearly three years later, we are starting to see a macro shift. As costs rise worldwide, people are moving away from material consumption toward what many are calling the “joy economy”—a focus on shared experiences, meaningful relationships, and intentional moments of celebration. People are turning to connection and celebrations, both big and small, as an antidote to loneliness and in response to rising uncertainty. We are on the cusp of a new era, driven by the transformative power of celebration.

This report dives into the current and future state of celebrations—including social gatherings and milestone moments—in America, the U.K., France and Spain. Drawing on decades of experience helping millions of couples, families, and communities celebrate life’s most meaningful moments, we took a closer look at the rise of the joy economy to understand how people are feeling about connection and celebration. As The Atlantic put it, perhaps now more than ever, people “need to party more.”

Key findings

We decided to turn to our community for their input, surveying more than 1,000 U.S. users about the role of celebration in their lives. The study was conducted between August 15 and August 25, 2025. Here’s what they told us:

• Less than a third of users are attending in-person social gatherings weekly and less than half feel very connected to their friends.
• Nearly 7 in 10 Gen Zers (69%) are experiencing social loneliness compared to 57% of Millennials. 
• Two-thirds have or plan to take steps to combat loneliness this year, with 2 in 5 (41%) people planning to host a celebration. 
• Nearly all (88%) think celebrations have the power to combat loneliness.  

The five most common causes of loneliness, according to survey respondents, were:

1. Geographical distance from loved ones
2. Demands from work
3. Social media
4. Personal life, including balancing obligations and relationships
5. Lack of access to in-person social gatherings 

Here’s the percentage of respondents who agreed with each of the following statements:

• I believe that celebrating life’s moments, big or small, is important (97%)
• Participating in celebrations improves my mood and emotional state (92%)
• I feel closer to friends and family after shared celebrations (94%)
• I view celebration as an essential part of my well-being (85%)
• People don’t celebrate enough in today’s world (80%)

It’s clear respondents are hungry for more celebrations. Here are the top everyday celebrations people said they want more of.

With this in mind, we looked at some of our own brands to examine the state of milestone moments—often cause for celebration.

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Parties on The Bash

• Most popular season to party: Summer (July–September), accounting for 30% of all celebrations.
• Party investment: Median spend per booking is up 6% year-over-year.

Based on submitted inquiries through The Bash, we found…

Top trending vendor categories by event type:

• Mariachi bands for adult birthdays
• Santa for Christmas parties
• Face painting for kids’ birthday parties
• Bagpipers for funerals
• Caricaturists for corporate events

Methodology

The data above is based on vendor requests submitted on The Bash between June 2024 and June 2025. Year-over-year comparisons span June 2023 to June 2024.

Weddings in the U.S. on The Knot

*Based on product search data on The Knot since 2024.

Top venues:

1. The Opal Haus in Lawrenceberg, Indiana
2. Northfield Estate in Cumberland, Virginia
3. Renault Winery in Harbor City, New Jersey
4. Windows on the Lake in Lake Ronkonkoma, New York
5. Nanina’s In The Park in Belleville, New Jersey
6. Villa Toscana Miami-Mansion & Tropical Gardens in Homestead, Florida
7. Riverdale Manor in Lancaster, Pennsylvania
8. Multicultural Arts Center in Cambridge, Massachusetts
9. Bella Cosa in Lake Wales, Florida
10. The Mill Lakeside Manor in Spring Lake Heights, New Jersey

*Based on Storefront views on The Knot since 2024.

What’s trending:

• Demand for ensemble and soloists have increased 40% in 2025 compared to 2024, while videographers are also seeing strong demand with a 12% increase year over year.
• The Knot Invitations is getting strong demand for the Glamorous Regency Garden style/theme—with Regency overall seeing a 45% increase in demand. Vintage has also been boosted by 20%.
• Invitation colors gaining in popularity this year are Ice Blue, Dusty Blue, Linen, Midnight, Ocean, Sage.
• Based on The Knot Style Quiz, Rustic colors palette is down 11% this year, classic is up 6%, modern is up 4%.
• The top purchased items on The Knot Registry so far in 2025 are gift cards for home goods and travel.

Weddings in the U.K. on Hitched

*Based on product search data on Hitched between January and June 2025.

Top venues:

1. Brinsop Court Manor House and Barn
2. Pembroke Lodge, Richmond Park
3. Merrydale Manor
4. The Venue At Sandy Cove
5. Colshaw Hall
6. Clearwell Castle
7. Tunnels Beaches
8. The Orangery
9. De Vere Tortworth Court
10. Bredenbury Court Barns

*Based on Storefront views on Hitched between January and June 2025.

What’s trending:

• Woodland and Festival weddings have increased by 46% in 2025 compared to 2024.
• Demand for stationery increased by 37% year over year.

Weddings in Spain on Bodas.net

*Based on product search data on Bodas.net between January and June 2025.

Top venues:

1. Complejo El Olivar
2. El Antiguo Convento de Boadilla del Monte
3. El Serrat de l’Ametlla
4. Finca El Gasco
5. Mas Llombart
6. El Mirador de Cuatrovientos
7. El Celler de Can Torrens
8. Masía de Lacy – Virgen Aguas Vivas
9. Finca Solimpar
10. Complejo La Cigüeña

*Based on Storefront views on Bodas.net between January and June 2025.

What’s trending:

• Demand for country properties, farmhouses and wineries increased by 24% in 2025 compared to 2024.

Weddings in France on Mariages.net

*Based on product search data on Mariages.net between January and June 2025.

Top venues:

1. L’Orangerie du Manoir des Vignes
2. Château des Hauts de Provins
3. Château de Santeny
4. Le Manoir des Cygnes
5. Le Palacio
6. Domaine Le Herre
7. Château de Lésigny
8. Domaine des Clos Vallées
9. Domaine de la Maison de Colette
10. Domaine des Marais

*Based on Storefront views on Mariages.net between January and June 2025.

What’s trending:

• Demand for food trucks remains strong, and wedding hairstylists has increased by 7% year over year.

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The data is clear: people everywhere crave connection—and celebrations are one of the most meaningful ways to meet that need. From weddings and birthdays to community events, moments of gathering provide not just joy—but real benefits for well-being. At The Knot Worldwide, we see firsthand how these moments—big or small, traditional or unconventional—help people write the stories of their lives. With a brand powering every type of celebration, we’re uniquely positioned to support and inspire these connections everywhere.

As the loneliness epidemic continues to capture headlines and concern from global health leaders, the call for more connection is louder than ever. People are seeking ways to come together, and the joy economy is emerging in direct response—showing that investing in shared experiences is not just desirable, but essential. Celebrations stand out as an everyday solution—accessible, deeply human, and proven to strengthen bonds.