What Brides Want

What next for the wedding industry?

In today's wedding market we know many suppliers feel overwhelmed trying to attract new customers. Is it better to focus time and money on social media and website design, or is meeting prospective brides at shows a more effective strategy? In the digital age are wedding directories and magazines still relevant? And what about email or the value of working with local venues? Crucially, do wedding suppliers need to spend lots on advertising to be  successful in the current climate?

These were our sentiments when we introduced the What Brides Want wedding survey in autumn 2019 as a way of tracking key marketing themes for wedding suppliers. The survey quickly became popular with brides keen to give their experiences and feedback on the wedding planning process. By early March 2020 the survey had generated nearly 2,500 responses giving subscribers to What Brides Want a statistically meaningful window into the purchase behaviour of UK couples.

With the outbreak of coronavirus and the subsequent suspension of weddings and social gatherings the survey was put 'on hold'. In its place, a more expansive and wide-ranging research service was created - The Wedding Industry Research Hub - of which the results from What Brides Want form part.

During these uncertain times we will be regularly using market research to ask couples planning (hoping) to get married in 2020/21 about their plans, concerns and expectations. Alongside our wedding research we will also be carrying out new primary research with other sections of the wedding industry, including suppliers, planners and venues. The results from all these surveys, polls and findings will be collected inside the Hub for easy access.

Market research cannot stop the inevitable wedding postponements and cancellations, but it can shine a useful spotlight on how the wedding market is going to look in the coming months and what suppliers can do to kick-start their marketing in the aftermath.

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"So helpful, recommend any supplier to use it"

"Tells you where brides are looking"

"Great resource for anyone new to the industry"

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