Weddings Consumer Insights

Trend - Vintage, secondhand, and upcycled wedding accessories are items that have been previously owned or used but are still in good condition and can be incorporated into a wedding ensemble. These accessories offer a unique and sustainable alternative to new, mass-produced items without the hefty price tag.

Insight - Many couples today prioritize sustainability and want to reduce their ecological footprint, especially when it comes to their wedding. For the eco-friendly bride, having a wedding that is kind to the environment provides peace of mind, especially knowing the people who made the assets were appropriately compensated for their time and work. By investing in sustainable wedding assets, couples contribute to a more sustainable and resource-efficient economy while giving new life to old pieces.

Trend - As more people turn to online platforms that help them organize weddings, apps that help users plan their own weddings while still receiving professional support are on the rise. These services are useful for consumers who are looking for affordable but effective wedding planning options.

Insight - Weddings tend to be both expensive and time-consuming, a fact that causes stress for most consumers who are planning the milestone. As inflation rises the industry is becoming even more inacessible for those on a budget--so consumers are increasingly turning to the few brands in this space that prioritize affordability without compromising on wedding plans.

Trend - Eco-friendly wedding products and services are on the rise, with everything from intentionally understocked wedding dress stores to repurposed wedding decor being used to reduce these events' overall impact.

Insight - The event planning industry has an enormous impact on the environment, with factors like travel emmissions, food waste and single-use decor contributing to environmental harm. With consumers being more eco-friendly now due to the work of scientists and activists, their lifestyles are slowly changing. For more people this includes more than just day-to-day purchases, but also larger investments.

Trend - Brands in the wedding space are providing services and resources designed specifically for LGBTQ+ people. These include event planners and itineraries to find inclusive vendors, photographers, bakers, hairstylists, car services, and caterers.

Insight - Planning large events can become more stressful if consumers have to worry about discrimination from providers based on their sexual orientation or gender expression. These discriminatory practices are sometimes not easy for consumers to spot as brands who commit these unjust acts may not explicitly state their prejudices, but avoid working with LGBTQ+ couples. In an effort to be treated equally, consumers are seeking services from brands that openly state their inclusivity.

Trend - Various platforms that help grooms prepare and organize for their weddings are on the rise, and include everything from groom-specific registries to wedding planning platforms for LGBTQ+ people.

Insight - People are increasingly dismissing gender stereotypes as they look for healthier and more constructive expressions of gender, and this includes the various stereotypes associated with things like household management and marriage planning. Consumers who don't subscribe to constricting social norms search for brands that fill the gap and empower them to live freely.

Trend - Virtual fittings for wedding and bridesmaids dresses are increasingly common as the COVID-19 pandemic had made it difficult to experience this ritual in-person. These services allow those shopping for dresses to decide the fit and style, and some allow these services in groups much like an in-person fitting would.

Insight - With people all over the world having had their lives upended this year, the celebration of traditional milestones has become an even more important part of consumers' lives--offering a sense of normalcy amidst ongoing lifestyle disruptions. However, these milestones can no longer be "traditional" in the sense that they have had to adapt to strict safety protocols--a fact that consumers have expected brands to adapt to quickly and effectively.

Trend - For many couples, planning a wedding can be incredibly stressful. However, the increased occurrence of niche elopement packages gives couples an affordable, yet personal wedding day experience. This shift speaks to the desire that many Millennial couples have to break convention and plan their wedding day in a way that is authentic to their interests and values.

Insight - For self-determined Millennials strapped for cash, a personalized route to marriage fulfills a number of desires. This includes the ability to fulfill a significant life milestone, on the terms and timeline of their choosing. It's not about rejecting the institution of marriage, but focusing on the priorities that are highest for them. For these couples, having a day that celebrates their unique identity, values and interests outweigh other elements that come with the conventional big-budget wedding.

Trend - From booking a photographer to ordering wedding cakes and managing budgets, brands are creating services and platforms that are no-frills when it comes to the planning process. In this space, easy online features are offered for greater convenience.

Insight - During intimate gatherings or big milestone moments, consumers are always looking for ways to streamline the planning process. As the Internet of Things is a space with many useful platforms, consumers turn their attention to digital-only services to save time and cost during the process of planning an event. In the end, consumers do not only enjoy efficiency and convenience, but they also feel less stress as their needs are quickly met and resolved.

Trend - For a long time, one needed to visit a store in-person and consult with an expert to buy an engagement ring. Today, a number of direct-to-consumer jewelers specializing in engagement rings are disrupting this process. These e-retailers appeal to Millennials in particular looking to prioritize value, convenience and in some cases, customization over an expert consultation.

Insight - As the Millennial demographic starts to plan for life’s milestones, they are looking for the most efficient approach to meet their needs. This generation is digitally fluent due to their daily interaction with communicating online. As a result, they favor the digitized experience for convenience and familiarity.

Trend - As consumers spen more time shopping online, even the most traditional businesses are responding to this trend. In an effort to provide consumers with a positive experience during a stressful time, brands are offering future brides and grooms DTC wedding products. This shift is a result of consumers wanting low-cost alternatives while being able have a comfortable shopping experience.

Insight - For many North American Millennials, the concept of marriage doesn't invoke the same traditional values as it does (or did) for the generations that preceded them. Between the expenses and time that traditional weddings take, Millennials are looking for lower-cost and more accessible solutions that prioritize convenience as much as they do making their wedding day's special.