For coupled up Londoners, the old adage of “first comes love, then comes marriage” has been turned on its head thanks to rising rents, stricter mortgage affordability tests and the financial pressures of saving for a home.
According to new data from Zoopla, when it comes to saving, for 54 per cent of Londoners, home ownership is their number one goal, compared to the zero per cent that prioritse their wedding fund.
It seems like wedded bliss is out the window, at least temporarily, as 26 per cent are considering postponing their big day in order to fund the purchase of a first home. Another 26 per cent are saving for both house deposit and wedding fund equally but almost two-thirds of Londoners (a staggering 60 per cent) have been forced to change their life plans, regarding both marriage and homeownership, due to rising housing costs.
Wedding woes
The cost of getting married has increased significantly in recent years and, according to Hitched, the average wedding will now set you back £20,700.
Zoopla found Londoners were realistic about the cost of any potential nuptials, estimating them to be £20,883 — a sum that could go a long way to boosting a house deposit.
No wonder that, nationwide, only six per cent of Gen Z are focusing on wedding saving, compared to the 59 per cent saving for a home. Along with the financial burden of saying ‘I do’, changing societal norms are playing a part in this reprioritisation, and, across the UK, 57 per cent of Gen Z are projected to marry, compared to 72 per cent of Gen X and 87 per cent of Boomers.
The affordability hurdle
Rising house prices also don’t help; the average London home cost £552,000 in March 2025, with first-time buyer properties averaging at £477,000, a 1.4 per cent annual increase, according to the ONS. With these eye-watering figures, it’s unsurprising that the financial pressure of saving for a home has led to arguments, with 67 per cent of London couples admitting that money worries associated with building up a deposit had led to tension in their relationship.
Across London, consumer research conducted by Opinium, found a feeling of hopelessness; 82 per cent felt high house prices made it harder to prioritise buying a home and just 38 per cent felt home ownership would be financially achievable within the next five years. Only 15 per cent thought they’d have sufficient funds to pay for a wedding in the same period and 25 per cent said they didn’t have the funds for either.
In southern England as a whole, Zoopla found that homes in eight-out-of-10 towns were valued at more than four times annual incomes, making affordability criteria difficult to satisfy, even with two, full-time salaries. As a result, almost a quarter of those questioned across the UK – 24 per cent – admitting having to choose between saving for a wedding and a house deposit, with 37 per cent looking to have a less expensive wedding so they could afford to buy a home.
Reality check
There seems to be a disconnect between what first-time buyers in London expect to pay as a deposit and what is actually required. The research found they thought £39,800 a sufficient amount; however, while some London boroughs are cheaper than others, the average FTB deposit in the capital is currently £138,800, a difference of £99,000. It’s likely that, for many, the Bank of Mum and Dad is making up the shortfall; 37 per cent of FTB Londoners expect to receive financial help to buy a home, compared to 25 per cent nationally.
“Home ownership clearly plays an important role in the aspirations of UK adults, with many prioritising it over getting married,” says Daniel Copley, Consumer Expert at Zoopla. “However, achieving this ambition is challenging due to the considerable affordability gap, with our data highlighting the significant disconnect between what first-time buyers believe they need to save for a deposit and the actual amount required.”
