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Weddings Consumer Insights

Personalized Elopement
Niche elopement packages allow for plug-and-play personalization
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.
Workshop Question - How could your brand better adapt to generational priorities?
5.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Streamlined Wedding
Tedious wedding planning gets revamped with alternative, automated resources
Implications - Moving beyond wedding planners, couples are seeking out more convenient, streamlined alternatives to typically time-consuming, and costly, wedding necessities. From booking a photographer to ordering wedding cakes and managing budgets, couples are turning to services and platforms that are no-frills when it comes to the planning process, often utilizing easy online features to offer greater convenience. Such alternative resources not only help save on time, but they speak to the ever-growing desire for convenience even during big milestone moments.
Workshop Question - Think of your most traditional service offering. How might you revamp that process into something more automated and instantaneous?
5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Direct-to-Engaged
DTC engagement ring retailers rise in popularity
Implications - For a long time, to buy an engagement ring one needed to visit a store in person and consult with an expert. 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.
Workshop Question - How much value do in-person interactions to your customer experience? How could this be replicated in a digital experience?
6.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Digital Wedding
Direct-to-consumer wedding services opens the door to an online bridal market
Implications - As consumers are spending more time shopping online, high fashion and luxury brands are responding to this digital 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.
Workshop Question - Is there an area of your business where you can provide a consistent online-offline experience?
5.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Nuptial Novelty
Niche wedding day products speak to Millennials' love of branded merchandise
Implications - Brands outside of the bridal space are launching unexpected wedding products and services that speak to Millennials' love of pop culture. These novelty wedding offerings break free from tradition and illustrate how marriage ceremonies have evolved, while addressing consumers' growing desire for unique self-expression.
Workshop Question - How can you surprise and delight consumers with an element of novelty and experience?
4.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Glittery Cocktail
Alcoholic beverages are made celebration-ready with edible glitter
Trend - For those looking to elevate their next celebration, edible glitter for alcoholic drinks serves as a fun and distinctive point of differentiation. Of-age Gen Z and Millennials have been known for their prioritization of individuality and these shimmering drinks speak to a growing cultural desire some youth have to use the products they consume as a reflection of their individuality.

Insight - In an age where Millennials and Gen Z tend to share all aspects of their lives with their peers online, contemporary aesthetics are crucial in making something inherently "shareable." These generations as consumers prioritize both function and design in the items they choose to purchase–and the showiness that is often associated with novelty tends to fare well on their social profiles.
Workshop Question - What does your offering say about the consumer that engages with it?
6.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Nuptial Convenience
Wedding planning gets a convenience culture overhaul
Implications - Keeping pace with increasing consumer expectations related to convenience, wedding-planning products and services are being re-positioned to highlight their ease of use and efficiency. This is well-timed with a less traditional approach to weddings that's come about in the past few years, and allows for companies in this competitive space to stand out with a coveted value proposition: making wedding planning less stressful.
Workshop Question - If you were to focus on creating the most convenient version of the product or service you provide, what would that look like? How would it be different from what you already offer?
5.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Modernized Wedding
Wedding-based services adapt to the expectations of the modern consumer
Implications - With consumer lifestyles and their expectations for what marriage should look like adapting, brands with products and services specific to weddings have evolved to better fit the needs of the modern consumer. This shift reveals the ways in which brands can uphold tradition but adapt it so it's not considered dated.
Workshop Question - How could your brand update some of the more traditional aspects of its business?
4.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Experiential Registry
Wedding registries allow guests to contribute to experiences over things
Implications - Wedding registry platforms that allow guests to put money towards opportunities like travel are becoming increasingly popular. The preference many Millennial consumers have for experiences over things is driving this more dynamic expression of the experience economy. By nurturing the attitude that memories are more valuable than goods, brands are able to better align themselves with the values of their consumer and establish an authentic connection to a major life milestone.
Workshop Question - How is your brand participating in the experience economy?
2.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Laidback Bridal
No frills fashions and ceremonies suggest a shift from high pressure formalities
Implications - As individuals planning their nuptials seek out options that feel first and foremost authentic, many are following less traditional pathways by opting for no frills services and fashions that let them focus on elements of the day that are most important to them. This progression also suggests that outside of budget concerns, many consumers are looking to take a less rigid approach to rites of passage such as matrimony that better reflect their personalities and lifestyle choices.
Workshop Question - How can your brand better accommodate customers looking to take a less rigid approach to the rituals that your product enables?
5.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends