Two Primary Voices on the Wedding Market The Knot and The Wedding Report are two credible sources for wedding market information; however, they differ significantly on the average cost of a 2015 wedding, at $32,641, a 4.6% increase, and $26,645, a 0.8% increase, respectively. According to The Wedding Report, total 2015 US wedding market sales were $57.7 billion, an insignificant increase of 0.05% from 2014’s $57.4 billion. Its research also revealed that the online market was unchanged, at $8.4 billion for both years. The Knot’s survey found that the average marrying ages remain approximately the same, with the bride, 29, and the groom 31. December continues to be the most popular month to become engaged, according to 16% of survey respondents.

By the Book; Rewrite the Book According to The Knot’s 2015 Study, 19% of couples are adding an ethnic or religious element to the wedding celebrations, including bilingual music, Celtic hand tying, Chinese tea ceremonies and jumping the broom. Of those couples responding to The Wedding Report’s Q2 2016 survey, 24.4% said the non-traditional wedding style they loved most was a home wedding, either indoors or in the backyard, with wedding chapel weddings at 13.0% and brunch weddings, 8.8%. The Knot reports that only 33% of couples opted for a summer wedding during 2015, declining from 39% during 2014. Fall weddings are becoming more popular, increasing from 31% during 2014 to 39% during fall 2015.

Making Guests Feel More Welcomed The Knot reported that although the average number of wedding guests has declined from 149 in its 2009 survey to 139 in the 2015 survey, couples are spending more per guest to give them an enhanced experience, from $194 during 2009 to $237 for 2015. Another trend to create a more memorable experience for guests is custom entertainment, which has tripled since 2009, from 11% to 36%. Entertainment includes cigar rolling stations, wine and liquor tastings and live dance performers. The Wedding Report’s Q1 2016 survey found that 28.9% of couples said the bar was the detail that best brings guests together; followed by, gathering spaces, such as a couch, 17.8%; fabulous entertainment, 17.0%; and long tables, 16.8%.

Options for Every Taste According to The Wedding Report’s Q1 2016 survey, 41.2% of couples said silver was their favorite metallic color for wedding décor, with 21.7% choosing rose gold; 19.5%, gold; 2.9%, copper; 2.2%, bronze; and 12.5% saying they don’t like metallic. Brides responding to The Wedding Report’s Q2 2016 survey were not interested in intricately detailed gowns, at 45.7%, and plunging-front gowns, at 58.1%; although 22.2% liked intricate details and 12.8% liked a plunging front. When asked which retro music styles they preferred, couples participating in the Q2 2016 survey from The Wedding Report chose the 1990’s first, at 33.3%; the 1980’s second, at 23.7%; and Motown third, at 13.1%.

Walking the Web Aisle First According to a report from EDITED, a retail data analytics company, the number of wedding-related products available globally online increased 80% from Q1 2015 to Q1 2016, and now total 45,000, with 50.8% accessories and 19.3% dresses and gowns. Of these products, 17.8% were footwear and 2.9% were undergarments. Driving this increase is not just the convenience of online shopping and quick delivery, but also because so many brides-to-be check social media, so they don’t wear the same outfit. Another factor influencing more brides to buy their dresses online is that they don’t want to wait months for its completion after a store selection and fitting. More brides are “showrooming,” visiting a store to try dresses, but ordering them online at a lower price.

Same-Sex Marriage Opportunities According to a June 2015 article on the NerdWallet Website, gay marriages could add $2.5 billion annually to total wedding industry revenues. The Knot reports that male and female couples are willing to spend significantly more on their weddings following the legalization of same-sex marriages: Male couples, $18,242 and $33,822, and female couples, $16,218 and $25,334, respectively. Male couples prefer to be married during September and October while 32% of female couples choose August or October.

Advertising Strategies Fall is definitely when wedding services businesses should implement their most aggressive advertising campaigns. Jewelers can offer special engagement ring prices when purchased prior to Halloween. Florists can offer a free or discounted holiday arrangement to couples/families who select and make a down payment on their flowers and décor for next year’s wedding. Bakers can make a similar offer for early-bird wedding cake orders. Wedding services businesses with LGBTQ wedding experience will want to promote that experience and their brand for this market segment with aggressive advertising exposure during the next few months.

New Media Strategies Obviously, wedding couples use the Internet and social media to seek a significant amount of information about colors, apparel, invitations, etc. Wedding services business owners would be well served with a regular blog to promote and brand their advice and expertise. With an enormous amount of information from trusted sources already on the Internet, local wedding services businesses don’t necessarily have to create custom social media content, but can share existing, or curated, posts and content to attract more visitors. Wedding business services should ask a few customers to write the story of their wedding adventure in a journal-type format, which are then regularly posted to their and the business’ social media pages both before and after the wedding.

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