Engagement Season is Here: How Wedding Planners Can Prosper in the Busiest Time of the Year

by Danielle Andrews, President & Co-founder, The Wedding Planners Institute of Canada Inc.

The holidays bring twinkling lights, festive celebrations, and for many couples, a life-changing question: Will you marry me? Engagement season, which spans December through February, is the most romantic time of the year and accounts for 70% of all proposals. This period is brimming with potential clients freshly excited to start their wedding planning journey—and they’re looking for guidance, expertise, and inspiration.

For wedding planners, engagement season is a golden opportunity to connect with newly engaged couples, showcase your expertise, and build relationships that will translate into bookings. Here’s how you can market yourself effectively during this prime season and ensure your calendar fills up with dream clients.

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Why Engagement Season Matters

Engagement season marks the beginning of a couple’s planning process. During this time, couples are:

• Dreaming Big: Many newly engaged couples dive headfirst into Pinterest boards, Instagram saves, and wedding inspiration blogs. They’re looking for ideas and guidance to shape their vision.
• Researching Vendors: With fresh excitement, couples start researching planners, venues, and other vendors who can help make their day perfect.
• Setting Budgets: Couples often assess their finances during this time to determine what they can afford and prioritize their spending.

Being visible, accessible, and memorable during this critical period puts you ahead of the competition.

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What Wedding Planners Should Be Doing During Engagement Season

1. Refresh Your Online Presence

Your website and social media are your storefronts, and engagement season is when potential clients are most likely to browse. Ensure these channels are polished and irresistible.

• Update Your Portfolio: Add recent weddings you’ve planned, especially ones that reflect diverse styles and budgets. Highlight testimonials from happy couples.
• Showcase Your Personality: Couples hire planners they trust and connect with. Use your “About” page and Instagram posts to showcase your personality, values, and approach to planning.
• Emphasize Your Training: Your WPIC certification should be a prominent feature of your brand identity. By showcasing your credentials in your branding, you signal to potential clients that you are a trusted and qualified professional. Read about ways to leverage your certification.
• Optimize for SEO: Include keywords like “wedding planner near me,” “destination wedding planner,” or “luxury wedding planning” in your website copy to attract search traffic.

2. Leverage Social Media Effectively

Social media is a key platform for connecting with newly engaged couples. Use it to inspire, educate, and build relationships.

• Create Engagement Season Content: Share posts congratulating newly engaged couples and offering tips for their first steps in planning. Consider topics like “5 Things to Do Right After You Get Engaged” or “How to Start Wedding Planning Without Stress.”
• Use Reels and Stories: Reels showcasing past weddings, behind-the-scenes planning, or client testimonials perform well on Instagram. Stories with interactive polls, Q&A sessions, or countdowns to wedding planning milestones keep your audience engaged.
• Run Paid Ads: Target newly engaged couples in your area with ads promoting your services. Platforms like Facebook and Instagram allow precise targeting based on relationship status.

3. Host an Engagement Season Event

Nothing builds trust like face-to-face interactions. Consider hosting an event that positions you as the go-to planner for newly engaged couples.

• Virtual or In-Person Workshops: Offer a free or low-cost session on wedding planning basics, such as budget setting or creating a planning timeline.
• Styled Shoots: Collaborate with local vendors to create a styled shoot showcasing your expertise and creativity. Share the results online and invite local media to cover the event.
• Wedding Fairs or Open Houses: Partner with a venue or bridal boutique to host a pop-up event where couples can meet you and other vendors.

4. Build Strategic Partnerships

Engagement season is also the perfect time to strengthen relationships with venues, photographers, florists, and other vendors who work with couples early in their planning process.

• Share Referrals: Create a referral system where you and your preferred vendors recommend each other to clients.
• Collaborate on Content: Partner with vendors to create blogs, social media posts, or giveaways targeting newly engaged couples.
• Network Proactively: Attend local events or industry meetups to expand your network and stay top-of-mind with fellow professionals.

5. Offer a Special Promotion or Package

To stand out during engagement season, create a limited-time promotion or package that appeals to newly engaged couples.

• Engagement Season Discount: Offer a small discount for couples who book your services before a certain date.
• Exclusive Planning Guides: Provide a complimentary wedding planning guide or checklist as a bonus for booking your services.
• Tiered Packages: Highlight packages at various price points to appeal to a range of budgets.

6. Create Valuable Content

Couples crave information and inspiration during this time. Position yourself as a helpful expert with valuable content.

• Blog Posts: Write posts on topics like “How to Choose the Perfect Wedding Venue” or “10 Wedding Trends to Watch This Year.”
• Email Marketing: Send a series of emails to your list offering advice, checklists, and reminders. Use this as an opportunity to promote your services.
• Downloadable Resources: Offer free resources like budget templates, wedding planning timelines, or style guides in exchange for email sign-ups.

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Standing Out in a Crowded Market

Engagement season is competitive, but your unique approach and expertise set you apart. Focus on:

• Building Relationships: Couples want a planner who understands them and their vision. Listen attentively and tailor your services to their needs.
• Delivering Value: Showcase how hiring a planner reduces stress, saves time, and ensures a flawless wedding day.
• Staying Authentic: Be genuine in your interactions, whether online or in person. Authenticity builds trust and strengthens your brand.

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Final Thought

Engagement season is the wedding industry’s busiest time, and it’s filled with opportunities for wedding planners to grow their business. By refreshing your online presence, leveraging social media, hosting events, building partnerships, and offering valuable content, you can stand out and attract your dream clients.

Remember, the couples you connect with today could turn into glowing reviews, referrals, and lifelong supporters tomorrow. So, embrace the season with enthusiasm, creativity, and a commitment to making this exciting time unforgettable for your future clients!