Direct Marketing, Mail Order, and E-commerce News from the National Mail Order Association
Bridal Market Overview
The wedding industry - considered a true “recession-proof” industry - generates in the United States over 60 billion dollars a year in wedding and ceremony related expenses (this figure does not include the honeymoon, which is estimated to be between 4 and 8 billion dollars a year.)
In the past, the typical engaged woman was 21, lived at home and had her wedding mostly planned by her mother. But now, the bride-to-be is mostly older and has more money to spend, making this an attractive demographic for advertisers. Bridal magazines are responding to these changes by expanding beyond the typical ad markets and promotions.
A major focus of the industry has been to grow the wedding market beyond its traditional categories of linens, small appliances, and cookware, embracing all home products, such as major appliances, furniture, and consumer electronics.
A 1999 Millennium Report conducted by Brides Magazine’s found that while brides and grooms represent only 2.6% of all households in the United States, they account for up to 70% of major household items purchased.
However, we need to keep in mind that though the wedding industry is huge in terms of dollars, it is often difficult to track exactly where that money is being spent. This is because the industry is made up of multiple smaller enterprises like caterers, wedding consultants, dresses, jewelry, various beauty suppliers (hair, makeup), photographers, favors/bridesmaids gifts, music, honeymoon related, etc. In addition, many of these smaller enterprises also do other events and don’t necessarily break their business down into wedding versus non-wedding.
WEDDING INDUSTRY STATISTICS
Marriages by the month:
June is the most popular month for weddings, followed by August, May, September, and October.
In areas where there are harsher winters, the percentage of weddings November through March substantially decreases.
Source: Greeting Card Association
Wedding Costs by Category:
· Reception 28.3%
· Consultant 15.0% (if hired)
· Wedding Rings 11.5%
· Photography/Video 6.6%
· Bridal Gown 6.1%
· Music 5.2%
· Flowers 4.6%
· Bridal attendants' apparel 4.5%
· Rehearsal dinner 4.2%
· Men's formal wear 3.2%
· Invitations 2.8%
· Attendants' gifts 2.1%
· Mother of the bride apparel 1.7%
· Bride's veil 1.6%
· Clergy and ceremony fees 1.2%
· Limousine 0.9%
· Groom's attire 0.8%
Source: Association of Bridal Consultants
Transportation Used for Honeymoon:
Most Popular Honeymoon Activities:
WEDDING MAGAZINE STATISTICS
Association of Bridal Consultants
Association for Wedding Professionals Int'l
Condé Nast Bridal Group
National Bridal Service
Vital Statistics Report, 1998
National Center for Health Statistics
Survey of Newsstand Reports, 1997
Travel Industry Association of America
The wedding industry is estimated to generate $35 billion in sales from wedding rings, wedding apparel, flowers, receptions, honeymoons, gifts and other related expenses. It also generates $70 billion a year in purchases related to new life together, such as insurance, financial services, automobiles, etc.
There’s also a 43% chance of a marriage ending in divorce*.
More than ever before, today's bride begins planning her wedding online. A user data study conducted by WeddingChannel.com reported the following consumer decision/time to wedding date planning timeframe:**
Source: *Direct, October 15, 1998 **WeddingChannel.com user data as of 03/01/00
The following list depicts the range of common wedding products any business can sell the bride-to-be:
· Invitations and Announcements
· Marriage Certificates
· Bridal Memory Books
· Guest Books and Pens
· Photo Albums
· Ring bearer Pillows
· Flower girl Baskets
· Cake Tops
· Toasting Glasses
· Unity Candles
· Wedding CDs and Tapes
· Dyeable shoes and purses
· Bridesmaids and Ushers Gifts
· Reference Books and Planners
· Wedding Bubbles and Bells
· Single Use Cameras
· Jewelry for bride and attendants
Other Wedding Product Information and Important Marketing Trends
Source: The Simmons Survey System and MarketResearch.com
If you want to reach this high spending market, you need to have the NMOA Bridal Market Advertising Guide.
It's an absolute must for anyone selling Bridal and Wedding related products or services, or items that newlyweds will be looking for.
Learn more about the Bridal Market Advertising Guide here.
Useful Direct Marketing and Mail Order Links.
Advertising- Bridal Market Advertising Guide
Advertising- Christian Market Advertising Guide
Advertising- Hispanic/Latino Market Advertising Guide
Advertising- Home Furnishing and Decor Market Guide
Advertising- Parenting Market Advertising Guide
Advertising- Woman's Market Advertising Guide
Advertising- How to Create Great Small Business Advertising
Call Centers- Telephone Order Taking Services
Catalogs- Catalog and E-commerce Benchmarks
Catalogs- Directory of Mail Order Catalogs
Catalogs- Directory of Business to Business Catalogs
Classified Advertising- How to Market using Classified Ads
Direct Mail- Copywriters and Creative Services Guide
Direct Mail- Directory of Major Direct Mailers
Direct Mail- Inside Direct Mail Newsletter
Direct Marketing- Direct Marketing Seminars and Events
Direct Marketing- Direct Marketing Statistics
Direct Marketing- Direct Marketing Response Rates
Fulfillment- Warehouse and Order Fulfillment Centers
Mailing Lists- Direct Mail and E-mail Lists
Product Marketing- Promote your Product to Catalog and Direct Marketing Companies.
Product Marketing- Joe Cossman's Course for Marketing a Product
Product Marketing- How to Market a Product for Under $500
Wholesale and Drop Shipping- Professional Wholesale Resource Guide
Direct Marketing Bookstore
National Mail Order Association Home