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DATA & TRENDS
2.1 MILLION WEDDINGS PER YEAR
AGE
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30+ 57%
MARRIAGE
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Under 30 44%
2d for at least one 28% 1st for both 72%
ORIENTATION
Same-Sex 3%
Opposite Sex 97%
2014
90%
perform first dance
Photo credit: Joanne Leung
5%
include pet in ceremony
Photo credit: Bonnie Sen
AGE Had bouquet toss
Parents approached for blessing
Used alternative registry
74% 58%
51% 37%
32% 21%
25-29 35-39
25-29 35-39
25-29 35-39
MARRIAGE Sent save-the-date in mail
Day: ceremony, cocktail, reception
Couple paid for all/majority
81% 72%
72%
68% 53% 41%
First Second+
First Second+
First Second+
ORIENTATION Saw partner before ceremony
Wedding party by gender
Walk down aisle to classical music
71%
62% 44%
37%
22% 14%
25-29 35-39
25-29 35-39
25-29 35-39
MOTIVATIONS
DISTRIBUTION OF ENGAGEMENT LENGTHS
29% 0-9 months 38% 10-15 months 33% 16+ months Average engagement:
12-13 MONTHS 0 Month
9 Years
10
HOPE
FEAR
PAIN
% SAY IS GUIDING PRINCIPLE
% SAY STRESSED BY EACH TASK
Family
83%
Budgeting
Romance
83%
Where to start
77%
83%
Respecting Elders
76%
Find venue
75%
Simplicity
75%
Hiring vendors
75%
Creativity
74%
Plan event
75%
Looking Good Reputation
68% 64%
Managing RSVP Find inspiration
70% 68%
1. Help making decisions
2. Peace of mind on right track
BEHAVIOR
% SAY THEY DO THESE ONLINE ACTIVITIES 89% 77%
Log onto Spend most free Facebook weekly time online or more
77%
Smartphone portal to news/social
59%
58%
Feel closer to partner through texts/online messaging
Actively read/comment forums
Percent of time spent online:
80%
Time planning during the busiest week:
15 HOURS
ONLINE PLANNING BY TIME OF DAY All devices Desktop Smartphone/tablet
5
6
7
8
9
10
Typical Day from 5AM to 4AM
11
12
13
14
15
16
17
18
19
20
21
22
23
0
1
2
3
4
% SAY THEY DO THESE ONLINE ACTIVITIES
77%
75%
Couples: smartphone portal to news/social
Wedding Professionals: mobile is key to how conduct business
DREAMING
DOING
CELEBRATING
Browsing
Searching
Sharing
How many DECISIONS does each couple make at your business? How many DECISIONS does each couple make during the entire planning process?
STAGES
Pre-Planning
Selecting a Venue/Date
Finalizing All Other Plans
Wed Date
Post Wedding
How many DECISIONS does each couple make during the entire planning process?
STAGES
Pre-Planning
Celebrating
Dreaming
COUPLE’S JOURNEY
Doing
Selecting a Venue/Date
Finalizing All Other Plans
Wed Date
Post Wedding
SEQUENCE OF RESEARCH Ceremony/Reception Venue
Photography Catering
Flowers Band/DJ Invitations Wedding Cake Transportation Officiant Supplies Month 13
Month 12
Month 11
Month 10
Month 9
Month 8
Month 7
Month 6
Month 5
Month 4
Month 3
Month 2
Month 1
% SAY IMPORTANT WHEN BOOKING WEDDING PROFESSIONALS 89%
88%
88%
85%
83% 73%
Price
Responsive
Personality
Photos
Online Reviews
Word of mouth
REVIEWS SUBMITTED BASED ON WEDDING DATE Invitations Dress & Attire Catering DJ Wedding Cake Ceremony/Reception Venue Event Rentals/Booths Lighting Officiant Flowers Wedding Planning Travel Photography Videography 6 Weeks
5 Weeks
4 Weeks
3 Weeks
Before Wedding
2 Weeks
1 Week
1 Week
2 Weeks
3 Weeks
4 Weeks
After Wedding
5 Weeks
6 Weeks
STAGES
Pre-Planning
Selecting a Venue/Date
Finalizing All Other Plans
Wed Date
Celebrating
Dreaming
COUPLE’S JOURNEY
Doing
1. Where are you? 2. How is market changing?
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3. Motivations? 4. Where couples in the process?
Post Wedding