Weddings Consumer Insights

Implications - We are witnessing a shift from traditional celebrations to more unique and individual festivities. The rise in eccentric celebration may indicate a desire to stand apart from convention; people are more willing to appease their own interests over adhering to strict rules of the past, which provides a new setting and context for private and professional event planning.

Implications - As a result of the recession, special event budgets have been slashed. Rather than sticking to traditional (and often pricey) attire, people are looking to more personalized, unusual routes. Doing away with conventional attire in favor of unique looks can create a couture feel without the price.

Implications – Today’s couples are no longer satisfied with the old way of doing things – and that includes their weddings. Once steeped in tradition, modern weddings are all about personalization and unique experiences as more and more couples begin looking to fresh, one-of-a-kind ways to tie the knot.

Implications - Swaying from traditional practices, people are using weddings as a venue to express new interests. The rise in geek culture (the embrace of technology, sci-fi, gaming and all things Internet) was one of the recurring themes of influence seen in the wedding industry in 2009, and will no doubt continue its growth in 2010.

Implications - As marital norms change (the embrace of gay matrimony, ubiquity of divorce, DIY themes and the desire to do something unique), so too is wedding day apparel. Gone are the days of wearing gowns passed down from past generations; here are the days of wedding apparel that allows for self-expression.

Implications - Even though same-sex marriage is not legal all over the world, it does not mean that the gay population is excluded from celebrating their love. The rise in the acceptance of same-sex relationships has lead to other typically “unconventional” matrimony ceremonies that take the road -- or aisle -- less traveled.

Implications - Through the influence of pop culture, individuals are getting dramatically more creative with their ideas on how to “pop the question.” By incorporating movielike scenes and concepts into their proposals, they are in effect setting the bar higher and higher when it comes to unique engagements, showing the effects media has on a viewing audience.

Implications - Playing on the idea of “happily ever after,” designers are pulling on the heartstrings of brides-to-be and adding fairytale touches to wedding gowns. Allowing a bride to feel like the princess she once loved as a child on her big day, businesses are creating a connection between the consumer and the fairytale princess through these designs, ensuring that the newlywed wife feels enchantingly special during her nuptials.

Implications - It is estimated that up to 50 percent of U.S. marriages will end in divorce. This eye-opening figure is likely to make any bride second-guess her decision to tie the knot, and many photographers are furthering the doubt by creating images focused on less-than-blissful wedding scenes. These disturbing captures effectively use emotion to secure viewer attention, alluding to a darker side of a traditionally happy occasion.

Implications - More society members are becoming concerned with health and fitness, but that doesn't mean they want to completely eradicate sinful indulgences. To appeal to consumers who want just a "taste" of decadence, bakers and brands are creating miniature versions of cakes, cupcakes and more. These bite-sized treats are the perfect way to mitigate cognitive dissonance among consumers who want to indulge but always feel guilty doing so.