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David’s Bridal, one of the biggest sellers of wedding dresses in the United States, said he expects weddings to make a comeback this year and into 2022 due to pent-up demand.
James Marcum, CEO of David’s Bridal, said based on the number and timing of clothing orders the chain receives, he expects the pace of weddings to be strongest in the fall, followed by next spring and summer. “In terms of the volume of marriages, we expect it to increase by around 50% compared to an average, pre-pandemic year,” he said.
In addition to the postponed weddings that will come to fruition this year, Marcum said many couples who had their nuptials in 2020 but opted for more intimate affairs, or “minimonies,” are planning to hold a second, larger celebration.
“People feel a lot more comfortable and optimistic,” he added. “As immunization rates increase, we are seeing signs of increased activity related to marriage.”
The survey showed that 60% of 2,648 respondents said they were planning a wedding in 2021, 61% wanted it to be an outdoor wedding, and 35% said the news of the availability of vaccination had increased the rate. number of their guests.
Another indicator that the marriage proposal is back, Marcum said, is the sharp increase in registrations for David’s Bridal’s new Diamond loyalty program that he launched in early December.
The free program allows brides to share their loyalty number with family, friends and wedding party to earn points when shopping for a free honeymoon. “We are approaching 200,000 people who have signed up and are talking about their [wedding] dates of events, ”Marcum said.
The enthusiasm for weddings is also evident in related businesses.
The online marketplace Zazzle, which sells made-to-order products such as invitations, giveaways, and giveaways, noted a double-digit increase in “save the date” invitations in January and February, from a year ago earlier.
Additionally, Zazzle said invitations for pre-wedding festivities such as bachelor parties and wedding showers were up 32% month-over-month from January to February.
The company said orders for custom masks and colors to match the wedding colors had also increased since January. “This tells us that couples see the light at the end of the tunnel,” said Nizzi Karai Renaud, director of marketing at Zazzle.
Shorter jumpsuits and hems
While weddings can gain momentum, many couples still adopt a casual tone to their celebration, said Heather McReynolds, vice president of bridal and gowns at David’s Bridal.
“Ease and comfort are the top priority” for brides when it comes to their wedding look, she said. Some brides go for a “non-traditional” look with shorter hems, wedding suits or mix-and-match options like a lace or beaded top with a tulle skirt.
McReynolds said this more relaxed look is a testament to a broader trend, in which brides can repackage or repurpose their wedding day look. “They can actually fit these looks into their everyday wardrobe,” she says.
In February, David’s Bridal also launched the Little White Dress Boutique, a collection of affordable ready-to-wear dresses priced as low as $ 90 that cater to “minimonies” and favorable backyard weddings. to the pandemic.
“The majority of this collection is under $ 200,” McReynolds said. For brides who opt for the glamor of a traditional full wedding dress, comfort and lighter fabrics are always essential, with outdoor weddings being heavily favored, she said.
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