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For decades, the British wedding has followed a well-known rulebook of etiquette, from formal seating plans to three tier cakes. However, new research from Moonpig, the UK’s leading online greeting card and gift retailer, has revealed that the nation is moving away from these traditions in favour of highly personal and often quirky rituals.
The study of 1,500 Brits reveals that authenticity is winning over tradition. Six in ten (59%) believe a wedding should be a true reflection of the couple’s personalities, even if it means breaking classic wedding etiquette.
To ensure their day feels truly unique, many are turning to unconventional superstitions and spiritual services. Over one in five (22%) Brits said they have buried or would consider burying a sausage to guarantee good weather on their wedding day. Meanwhile, over a third (39%) would consider hiring an ‘Etsy witch’ or similar spiritualist to provide blessing rituals for their big day.
Beyond spiritual services and weather related superstitions, couples are also reimagining the roles of their loved ones. More than a quarter (27%) of Brits would consider having their grandparents serve as flower girls or ushers, proving that modern rituals are increasingly about family connection rather than formal etiquette.
The top modern wedding rituals that Brits are adopting:
Instant cameras for guests to take photos and write messages - 53%
Banning guests from using phones during the ceremony - 40%
Replacing traditional cake with cheese towers, macarons, or cupcakes - 40%
A dress reveal to the bridal party or partner before the ceremony - 33%
Using vintage phones for voice messages - 30%
Choreographed dance with wedding party - 30%
Grandparents as flower girls/ushers - 27%
Burying a sausage for good weather - 22%
(Percentage of respondents who said that they have done this or would consider doing this for their wedding)
Over half (53%) of Brits said they would invest in instant cameras for guests to capture their own candid moments and write messages, while four in ten (40%) opt to ban guests from using phones during the ceremony. Traditions surrounding the wedding cake are also being rebranded, with 40% of couples choosing to replace the classic fruitcake with cheese towers, macarons, or cupcakes.
As couples scale back on classic must haves, they are redirecting their wedding budgets toward services that prioritise personalisation. Personalised stationery is the top priority for three quarters (75%) of couples, followed by custom wedding websites (66%) and professional wedding planners (62%).
The modern wedding services that couples are investing in:
Personalised stationary - 75%
Custom wedding website - 66%
Wedding planner - 62%
Proposal boxes - 60%
Live event professionals (e.g. painter or magician) - 56%
Bespoke wedding scent - 54%
Wedding content creator - 53%
Professional choreographer - 51%
Bespoke crystals or sage cleansing - 47%
Spiritual services (like Etsy witch) - 39%
(Percentage of respondents who they would consider these services for their wedding)
To capture the vibe of the day, more than half of Brits said they would hire live event professionals such as painters or magicians (56%) and wedding content creators (53%), while others are looking for sensory touches like bespoke wedding scents (54%). For those seeking a spiritual element, nearly half (47%) would consider bespoke crystals or sage cleansing.
The financial and social norms of weddings are also evolving. More than two thirds (68%) of Brits no longer think it is the parents’ responsibility to pay for the wedding, and 51% see asking a partner’s parents for permission to propose as an outdated requirement. Traditional gender roles are seeing a similar shift, as 51% now believe it is unnecessary for a bride to change her last name and 55% saying a classic white dress is no longer essential.
The evolution of the wedding ceremony is also shaping wedding guest etiquette. Over half (51%) of Brits believe it is bad etiquette for a guest to post a photo of the couple on social media before the newlyweds have shared their own. Gifting is also taking a more practical and sentimental approach. Nearly half (48%) approve of cash requests over gift registries, though sentiment remains priority, as 50% believe a thoughtful, personalised card means just as much as the gift itself.
Moonpig’s Kristof Fahy comments: “As a nation, we are seeing a significant shift in how people are approaching their wedding days. Couples are no longer bound by a traditional rulebook and instead, they are choosing to celebrate in a way that feels authentic to them.
“What’s heartening to see is that as we see classic wedding traditions become less expected, they are becoming replaced by gestures that prioritise genuine connection. Whether this involves quirky rituals like burying a sausage, investing in a live painter, or simply swapping a gift for a heartfelt card, the focus has moved from perfection to personality.”
For more information, visit the Moonpig website: www.moonpig.com/uk/blog/moonpig-and-friends/ditching-wedding-rulebook/
