For years, organizing a wedding or a party of 15 followed an immutable script: choose a date, reserve a room, hire suppliers and wait, at the end, for the delivery of gifts. That scheme is beginning to be left behind. A trend that is growing in the United States and Europe—and that has already landed in Argentina—is modifying the traditional model: now guests can participate financially in the organization of the event. According to “The Wedding Report 2024” from the United States, 28% of couples who got married in 2023 used some type of collaborative fund or “honeymoon registry” instead of a traditional gift list, an increase of 15% compared to 2019. In Europe, the British platform Patchwork reported in 2024 that more than 42,000 couples raised an average of £4,200 (about $5,500) through contributions from guests for honeymoons, home renovations or directly for the wedding.
The mechanism is simple: hosts share a payment link — widely spread today through platforms such as Mercado Pago, Zelle, Venmo, PayPal or specific tools such as Honeyfund, Zola (USA), Buy Our Honeymoon (United Kingdom) or Prezola (Europe) — and each guest contributes the amount they want, from $5,000 to $200,000 in Argentina or from 20 to 1,000 euros/dollars abroad. This money can be used to cover the advance payment for the room, add premium bars, improve the sound and lighting technique, hire international shows, high-level photographers or directly take the party to destinations such as Punta Cana, Cartagena or the Amalfi Coast that previously seemed inaccessible. In 2024, Honeyfund — the pioneering platform founded in 2006 — surpassed $1 billion raised globally, and Zola reported that 65% of its users choose “cash contributions” or experiences over physical objects.
A global phenomenon
Specialists in event organization agree that this modality advances and displaces the traditional physical gift. The Knot Real Weddings Study 2024 revealed that in the United States 41% of couples prefer monetary contributions or “experiential gifts” compared to 23% who still ask for a classic gift list. The explanation is not only practical: it also accompanies a culture where experiences outweigh objects, a trend that the consulting firm McKinsey identified as “the experience economy” back in 1998 and which accelerated post-pandemic. In Europe, the trend first grew among young couples in London, Berlin and Amsterdam who were looking for more personalized weddings without depending on their own budget or that of their parents. In the United Kingdom, the platform WeddingPlanner.co.uk reported in 2024 a 180% increase in the use of “crowdfunded weddings” since 2020. In the United States, it spread as a symbolic gesture: guests participate in the process from the beginning, not just the celebration. Famous couples such as the influencer Alix Earle or the actress Sophia Bush publicly used these tools at their 2023-2024 weddings, making the practice even more visible.
The landing
In the country, Jano’s Eventos—with a track record and strong presence in the social party market—promoted this modality for quinceañeras and weddings. What began in Europe and the United States as a practice between couples and families is now consolidated in Argentina. Jano’s is a pioneer in adapting it to the local market. The company explains that the proposal works for all profiles: both for those who need a “push” to confirm the date and for those who want to enhance their event with premium details.
The key, they emphasize, is in the change of focus: “The guests are no longer just spectators, but protagonists. Now they can also be part of your dream. The important thing is that everyone feels part of something unforgettable.” And they add: “Instead of giving you something that you don’t use later, they give you what you really want: a magical night.” Furthermore, they highlight a central point: “The problem of gifting has always existed. Many people want to give something meaningful but don’t know what. With this modality, for the first time the gift has real meaning.”
everyone is part
The trend not only redefines the economy of events: it also incorporates an affective dimension that modifies the entire experience. “Now they can also be part of your dream,” they explain from the sector. The logic changes: family, friends and loved ones stop being simple guests and become involved from the first stage of the organization. Each contribution, big or small, becomes both a gesture of accompaniment and a story that is told the night of the event: “Thanks to you we were able to bring the DJ you always wanted”, “With your contribution we hired the live saxophonist”, “We achieved the bridal suite with an ocean view”. On platforms like Zola or Honeyfund, couples can leave personalized thank you messages visible to each contributor.
Although the modality is recent in Argentina, several signs suggest that it is here to stay. The tool combines technology (secure and transparent payment links), practicality (money is transferred directly to the supplier or hosts without intermediaries), transparency (everyone sees in real time how much has been collected and what it is used for) and emotional participation, elements that respond to a context where celebrations seek to be more authentic and representative. In the United States, the “wedding crowdfunding” market already moves more than $2.8 billion annually according to IBISWorld 2024, and in Europe the trend is expanding even to baptisms and important birthdays. Economic collaboration stops being a financial resource and becomes a different—and more human—way of celebrating. In the end, the idea behind this trend is simple: share a dream and make it come true for everyone.
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