Sezzle, David's Bridal stage 'Love in Times Square'

Nearly half of engaged couples cite money stress as Sezzle and David's Bridal turn Times Square into a wedding venue to spotlight installment payments.

Published on Feb. 18, 2026

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Sezzle, the digital payment platform, and David's Bridal, the leading bridal retailer, teamed up to sponsor the annual "Love in Times Square" celebration in New York City. The event aimed to highlight accessible payment solutions and help couples navigate wedding budgets without sacrificing style or joy. The immersive experience featured appearances from the cast of the hit Hulu series "Tell Me Lies", who discussed financial tools and red flags in romance and finance. David's Bridal transformed Times Square into a full-service wedding venue for the day, providing curated gift bags, photo activations, and gown giveaways.

Why it matters

The event addressed the growing financial stress that affects nearly half of all engaged couples, often outweighing the stress of guest lists or pre-wedding jitters. By showcasing payment solutions like Sezzle's installment plans, the brands aimed to empower couples to plan their weddings responsibly and focus on what matters most - the celebration of their love.

The details

Sezzle and David's Bridal partnered with the Times Square Alliance to sponsor the annual "Love in Times Square" celebration, turning the iconic location into a wedding venue for the day. The event featured appearances from the cast of the Hulu series "Tell Me Lies", who participated in a Q&A session about red flags in both romance and finance. David's Bridal transformed the space, providing curated gift bags, photo activations, and gown giveaways, and even had CEO Kelly Cook officiate one of the live weddings.

  • The event took place on February 17, 2026.

The players

Sezzle Inc.

A forward-thinking fintech company committed to financially empowering the next generation through its digital payment platform.

David's Bridal

The nation's leading bridal authority, with over 75 years of experience dressing people for all of life's special occasions.

Times Square Alliance

The organization that sponsors the annual "Love in Times Square" celebration in New York City.

Alicia Crowder, Branden Cook, and Katherine Hughes

Stars of the hit Hulu series "Tell Me Lies" who made a special appearance at the event.

Kelly Cook

The CEO of David's Bridal, who personally officiated one of the live weddings during the event.

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What they’re saying

“Love in Times Square celebrates meaningful milestones. We love being a part of enabling such an important celebration, and we're proud to support couples with tools that help them plan responsibly and focus on what matters most.”

— Charlie Youakim, CEO of Sezzle (stocktitan.net)

“We had a blast hanging out with everyone for Valentine's Day! It was so fun to see proposals and weddings happen in the middle of Times Square. And it's cool to see Sezzle bringing financial tools into the wedding world. Anything that helps couples stress less about the budget and enjoy the moment more is a win in our book.”

— Katherine Hughes and Branden Cook (stocktitan.net)

“Today's couples are redefining tradition, writing their own rules, and creating moments that reflect who they truly are - nothing says that like getting married in Times Square! Getting to personally officiate the start of someone's happily ever after, is the personification of David's promise to show up for couples at every stage and help bring their special moments to life.”

— Kelly Cook, CEO of David's Bridal (stocktitan.net)

The takeaway

This event highlights the growing importance of financial wellness and accessibility in the wedding industry, as couples seek ways to celebrate their love without the burden of financial stress. The partnership between Sezzle and David's Bridal showcases how innovative payment solutions and customer-centric retail experiences can empower couples to focus on the joy of their special day.