Lately some brides and grooms are using their weddings to show their love for more than just each other.

Instead of getting married in a church or banquet hall, more couples are choosing their favorite retail spots as the backdrop for their special day. The shops range from T.J. Maxx to Taco Bell, and they all combine the couple’s love for a brand with a desire to have a wedding with a personal twist, says Rebecca Dolgin, executive editor of theknot.com.