David’s Bridal, one of the largest wedding dress sellers in the United States, said he expects weddings to return strongly this year and arrive in 2022 due to pent-up demand.
James Marcum, CEO of David’s Bridal, said that based on the number and timing of dress orders the chain is receiving, he expects the pace of weddings to be more robust in the fall, followed by the next spring and summer. “In terms of the volume of marriages, we anticipate an increase of approximately 50% over an average, pre-pandemic year,” he said.
In addition to the postponed weddings that will take place this year, Marcum said that many couples who continued their nuptials in 2020, but opted for more intimate relationships, or “minimonias”, are planning to hold a second larger party.
“People are feeling much more comfortable and optimistic,” he added. “As vaccination rates increase, we are seeing signs of increased marriage-related activity.”
The survey showed that 60% of the 2,648 respondents said they were planning a wedding in 2021, 61% want it to be an outdoor wedding and 35% said the news of the availability of vaccination has increased the number of guests.
Another indicator that the demand for marriage is back, Marcum said, is the increase in enrollments in David’s new Diamond Loyalty Program for Brides, launched in early December.
The free program allows brides to share their loyalty number with family, friends and their bridal 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] event dates, “said Marcum.
Enthusiasm for weddings is also showing up in related businesses.
The Zazzle online marketplace, which sells custom products such as invitations, souvenirs and gifts, saw a double-digit increase in invitations to “save the date” in January and February, compared to the previous year.
In addition, Zazzle reported that invitations to pre-wedding festivities, such as bachelor parties and wedding showers, increased 32% over the previous month, from January to February.
The company said orders for masks and custom colors to match the wedding colors have also increased since January. “It tells us that couples are seeing light at the end of the tunnel,” said Nizzi Karai Renaud, director of marketing for Zazzle.
Shorter overalls and hems
Although the wedding parties may be getting bigger, many couples are still adopting a casual tone to their celebration, said Heather McReynolds, David’s vice president of bride and wedding dresses.
“Ease and comfort are the priorities” for brides in terms of their wedding appearance, she said. Some brides are opting for a “non-traditional” look with shorter hems, wedding overalls or combined options, such as lace or a beaded blouse with tulle skirt.
McReynolds said that this more relaxed look speaks to a greater trend, in which brides can reform or reuse their look for their wedding day. “They can really incorporate these looks into their everyday wardrobes,” she said.
In February, David’s Bridal also launched Little White Dress Boutique, a collection of cheap, ready-to-wear dresses priced as low as $ 90 that cater to pandemic-friendly “minimonias” and backyard weddings.
“Most of this collection is under $ 200,” said McReynolds. For brides who opt for the glamor of a full traditional wedding dress, comfort and lighter fabrics are still paramount, with outdoor weddings much favored, she said.