It's absolutely fine to give wedding favors per couple (and it certainly cuts down some of your wedding costs - substantially by doing it per couple), however the only problem may be with guests who are coming to the wedding as singles - clearly you should give them their own wedding favor so that they don't feel left out.
If you're placing them on the wedding reception tables, that can be a little difficult. A good solution might be to use wedding guest place cards. Most couples just use table cards, which are great to direct guests to specific tables, but it does allow them to sit in any seat they want at their specific table.
With place cards, you put their name in an exact spot at a specific table. When locating the wedding favors at the specific table, place each favor halfway linking the two place cards of a couple, so they'll be able to see it's for both of them. When dealing with singles, put them directly above or on top of the service plate.
Another great way to alleviate these problems is to have one of the bridesmaid’s hand them out at the wedding receiving line or at the wedding guest book – often located at the front entrance of the wedding reception. This will be an easier way for couples to receive they favors and the same goes for the singles. And this way no one will get missed!
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