How Much Should Your Wedding Business Budget For Marketing?
Written by Melissa Woods
I’m gonna start with the cold, hard facts: If you're running a wedding business, you can't afford NOT to market yourself. Relying on word of mouth, referrals, or the occasional Instagram post might work, once in a blue moon… but if you want consistent enquiries, aligned clients, and a business that grows year after year, you need to allocate a marketing budget. Take this from someone… (me)… who spent a long time hoping and praying that my little wedding business would pick up its own momentum before realising - there is only so much YOU can do with your own 2 hands and however many hours of the day you have available.
Investing in marketing is not a luxury or a bonus. It is part of the work. That’s why it is a tax-deductible business expense. Marketing is an investment in growth.
And it sucks when you are first starting out, cos your funds are even more limited, right?
But there’s the thing: you’ve probably already invested somewhere in your business, to even get it off the ground in the first place - often a new website, or branding - both of which are great btw… but only as long as enough of your dream clients get to see it and find out what you can offer them!
This is why marketing exists - as a way to help more of the right people find what they are looking for… in this case - YOU!
But marketing comes in many forms, and the cost can vary. So how much should you spend? And where should that money go? Here’s a practical breakdown for modern wedding suppliers in the UK and Ireland.
Why You Need to Budget for Marketing
Marketing is how people discover you, understand what you offer, and decide whether you are the right fit for their wedding. Without consistent marketing, you are relying on hope, chance, and algorithms. These 3 things do not build sustainable businesses.
Modern couples aren’t searching for suppliers on Pinterest and Instagram - they’re searching for ideas on there. And they don’t have time to spend trawling Google (like I had to, back in the day!)
When it comes to finding suppliers - they’re cutting straight to the chase and heading for resources that they know are going to serve them up, exactly what they want like:
Wedding directories
Wedding magazines
Wedding fairs
And the more that resource is curated to their needs/tastes, the more likely they are to gravitate towards it.
If you're not visible in those spaces, you will be missed by couples who are actively searching and ready to book. And of course, even the most established wedding businesses need to be mindful of marketing budgets but even allocating a small amount can help you:
Attract more of the right couples
Generate more leads
Increase your chances of being booked earlier and more consistently
Grow your brand awareness and online presence
Help you get ahead of the competition
If you're treating marketing as something to do “when things are quiet”, it's time to shift the mindset. Even if your business is in the fortunate position of being booked out this year - what happens after that? Wedding marketing is all about getting in front of future couples because most people spend 12-18 months planning their wedding. Marketing is not optional. It is an essential part of running a wedding business.
How Much Should You Spend on Marketing?
A good starting point is to allocate 5 to 10 percent of your projected annual revenue to marketing. If you're aiming for £30,000 in bookings this year, your marketing budget might be between £1,500 and £3,000.
This doesn't mean spending it all at once. Break it down into manageable monthly amounts and track your return on investment.
What to Include in Your Marketing Budget
Your marketing budget should be flexible, but strategic. Here's what many successful wedding suppliers include in theirs:
Supplier Directory Listings
Listing your business on a curated wedding directory helps you get discovered by the right couples without having to fight social media algorithms.
Estimated cost: £100 - £1000+ per year
Wedding supplier directories come in a range of sizes, and price-points. Some will allow you to pay monthy, and others are annual. Choose one that aligns with your brand and values, as opposed to choosing the cheapest or biggest.
Live Events and Wedding Fairs
No form of marketing will ever beat getting face-to-face with a room full of your dream clients, this is why wedding fairs are an important part of your marketing strategy.
Estimated cost: £150 to £800+ per event
As with directories - wedding fairs will come in a range of sizes and price points, depending on how established they are, how popular, whether they are free or ticketed etc Choose one that aligns with your brand and values as this is where you are most likely to see success.
Don’t Forget: It’s Tax-Deductible
Marketing is a fully allowable business expense. Everything from your website hosting to directory listings and ad spend can be deducted when calculating your taxable income.
That means you are not just investing in visibility, you are also lowering your tax bill. Keep receipts, track your spending, and if in doubt, speak to a qualified accountant to make sure you are claiming correctly.
Can You Afford Not to Market?
Many suppliers put off spending money on marketing because they are worried about short-term costs. But here’s the real cost of not investing in marketing:
Inconsistent bookings
Attracting the wrong clients
A lack of control over your business growth
Marketing gives your business visibility, control and momentum. Without it, you are hoping for business instead of building it.
If you want your wedding business to grow, you need to treat marketing like an essential part of your operation, not an afterthought.
You do not need to spend thousands to see results. Even a small, consistent budget can make a huge difference when spent strategically, in the right areas.
If you are a modern wedding supplier in the UK or Ireland who’s looking for a smart, meaningful place to invest your marketing budget?
Apply to join the Book Of Love Directory - a carefully curated platform for modern wedding suppliers across the UK and Ireland, built to connect you with couples who are actively searching for something more personal, more creative, and more aligned with their values.