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2013 Real Weddings Study 2013 Real Weddings Study
2013 Real Weddings Study
the largest bridal study ever!
• Brides on The Knot Wedding Network
…nearly 80% of US brides
• Married January 1 – December 31, 2013
• Respondents represent a variety of
ethnic, education, and income levels
across the U.S.
• Data covers over 80 markets
More than 12,600 US
brides surveyed!
2013 Real Weddings Study 3
9%
15%
7%
9%
14%
5%
20%
15%
7% Respondent’s Geographic Residence
distributed across the US
Source: TKWN 2013 Bridal Fashion Study
2013 Real Weddings Study
who is she?
• She’s 29 and he’s 31 (average age)
─ 79% are 25 or older
• Educated: 77% college-grad (4-yr)
• Graduate degree: 27%
• Employed full-time: Over 3-in-4 (76%)
─ 84% of grooms employed full-time
• Household Income:
─ Median HHI: $67,050
─ Average HHI: $89,368
• All wedding spend levels…
• Under $10,000 (24%)
• $10K to $60K (71%)
• $60,000+ (5%)
4
2013 Real Weddings Study
© C
opyri
ght 2010 T
he K
not In
c.
Note: could select up to 3 choices
2013 Real Weddings Study
wedding basics
2013 Real Weddings Study 7
the average engagement is 14 months • December is the most popular month: 16%
Month 2013 2012
December 16% 16%
May 9% 8%
February 8% 9%
July 8% 9%
August 8% 8%
June 8% 7%
November 8% 8%
April 7% 8%
March 7% 7%
October 7% 8%
September 7% 7%
January 6% 6%
Winter 30%
Summer 24%
Spring 23%
Fall 22%
2013 Real Weddings Study
2013 Real Weddings Study 8
nearly 2 in 3 (64%) weddings are semi-formal
2013 Real Weddings Study
Semi-formal 64%
Formal/Black tie 17%
Casual 17%
Other 2%
• Weddings continue to become more
casual up from 12% in 2009 to 17%
• Formal continues to decline from 20%
in 2009 to 17%
2013 Real Weddings Study
• 75% of all weddings take place between May to October
• June and September are the most popular months (15%)
9
summer and fall weddings dominate
Summer 35%
Fall 32%
Spring 26%
Winter 7%
2013 Real Weddings Study
2013 Real Weddings Study 10
7 in 1o weddings occur on Saturday
Sunday 12%
Monday- Thursday
5%
Friday 13%
Saturday 70%
2013 Real Weddings Study
2013 Real Weddings Study
a wedding doesn’t happen in a day • Nearly half (47%) are 3 days or more
• Bridal showers are the norm (83%)
• Over 3 in 4 have a bachelor (76%) and/or bachelorette (77%) party
• Rehearsal dinners are a must (86%) with over half (57%) held at a restaurant*
• 37% have a brunch the next morning with an average spend
of $457
– Almost 4 in 10 (36%) have it at
a home*
– 36% have it at a hotel/resort
• 28% have an engagement party
• 30% have an “After Party”
11
The average
rehearsal dinner
spend is $1,184*
*Base: Had rehearsal dinner; had brunch 2013 Real Weddings Study
2013 Real Weddings Study
virtually all (94%) have a bridal party
• Wedding parties average 4.5
bridesmaids and 4.4
groomsmen
• Nearly 7 in 10 (69%) have
children in the wedding party
– Almost 6-in-10 (58%) have a
flower girl
– About half (48%) have a
ring bearer
2013 Real Weddings Study
2013 Real Weddings Study
economy & spend
2013 Real Weddings Study
spending is the highest since 2008
14
Total Wedding Spend
(Average) 2013 2012 2011 2010 2009 2008
Total cost of wedding
(Not including honeymoon
or engagement ring)
$24,260 $22,996 $21,891 $21,592 $22,538 $23,730
2013 Real Weddings Study
2013 Real Weddings Study 15
$22,923
$25,169
$17,893
$18,371
$21,374
$16,217
$23,086
$34,813
$30,129 Respondent’s Wedding Location
cost by region varies
*Excluding engagement ring and honeymoon
*Note: Average wedding spend by region where wedding took place
2013 Real Weddings Study 16
over 4 in 10 (43%) went over-budget
Over budget 43%
On target 27%
Didn't have a budget
24%
Under budget
7%
2013 Real Weddings Study
2013 Real Weddings Study
many contribute to the wedding costs
Average Contribution to Wedding Budget
Only 13% of couples
pay for the
wedding themselves
Bride's Parents
44%
Groom's Parents
12%
The Bride and Groom
42%
Other 2%
2013 Real Weddings Study
2013 Real Weddings Study
80% of couples say the economy did not affect their plans
18
For those affected: % TOTAL
We scaled back on some of the services and 'extras' 76%
We did more planning and execution ourselves 71%
We shopped around and negotiated prices much more than
we would have normally 54%
We invited fewer guests than we originally planned 43%
We took a less expensive honeymoon 28%
We had our wedding on a non-Saturday date 25%
We decided not to take a honeymoon 22%
*Base: Wedding planning affected by economy 2013 Real Weddings Study
2013 Real Weddings Study
the average number of guests is 138
# of Guests 2013 2012
0-50 11% 11%
51-100 25% 25%
101-150 31% 30%
151-200 19% 19%
201-250 8% 8%
251-300 3% 4%
300+ 2% 2%
19 *Base: Wedding planning affected by economy
The average number of guests has
declined from a high of 153
in 2007
The total cost of wedding per guest is $220…
up from $194 in 2009
2013 Real Weddings Study 20
Respondent’s Wedding Location 124
141
118
154
161
152
179
124
124
average wedding size varies by region
2013 Real Weddings Study
most brides depend on professionals
21
Services Hired for Wedding Total
Hired/Used
Hired
Professional
Hired/Used
Family/Friend
(not a pro)
Photographer 98% 85% 14%
Reception venue 92% 85% 7%
Ceremony Officiant 92% 57% 35%
Florist 85% 71% 14%
Cake baker 85% 69% 16%
Ceremony Site 84% 76% 8%
DJ 75% 64% 11%
Ceremony Musician 61% 40% 21%
Transportation/ limos 46% 40% 6%
Videographer 42% 27% 15%
Event/Wedding Planner 34% 23% 11%
Reception Band 20% 16% 3%
Average # Services Used 8.1 6.5 1.6
Note: Ranked by “Total Hired” 2013 Real Weddings Study
2013 Real Weddings Study 22 Base: Hired a Professional for [Category] -- Average spend figures are for Professional Services Only
Used Professional
Vendor/Service
(Average Cost)
2013 2012
Change:
2012 vs.
2013
2011
Change:
2011 vs.
2012
Reception Venue $13,385 $12,905 $12,116
Reception Band $3,469 $3,084 $3,122
Photographer $2,440 $2,379 $2,299
Florist $2,069 $1,997 $1,894
Event/Wedding Planner $1,874 $1,847 $1,753
Ceremony Site $1,793 $1,711 $1,599
Videographer $1,700 $1,619 $1,486
DJ $1,038 $988 $929
Transportation/Limo $732 $708 $669
Ceremony Musician $588 $554 $536
Cake Baker $546 $560 $535
Ceremony Officiant $260 $246 $238
spending on professionals is on the rise
2013 Real Weddings Study
2013 Real Weddings Study
Other Wedding Items Purchased
Total
Purchased/
DIY
Purchased/
Professionally
Made
DIY
Invitations 98% 66% 32%
Reception table centerpieces/Décor 96% 47% 49%
Attendant Gifts for Bridesmaids 88% 74% 15%
Ceremony décor 87% 38% 49%
Favors 82% 37% 45%
Attendant Gifts for Groomsmen 82% 74% 9%
Save-the-dates 72% 46% 26%
Ceremony programs 65% 19% 46%
Escort cards/Place cards 60% 15% 45%
Menu cards 27% 12% 15%
DIY for 1 or more items 87%
and there’s more details to decide on…
23
DIY items are most often centerpieces,
ceremony décor, programs, cards
and favors • Almost 9 in 10 brides (87%) do some sort of DIY item
• Average # of DIY Items: 3.3
2013 Real Weddings Study
2013 Real Weddings Study
top trends
top trends
2013 Real Weddings Study
brides continue to change • She’s 29 (average)…up from
28 years old in 2008
• 36% of brides are 30+ versus
29% in 2008
• The groom is an average of 31.2
years old…only slight older than
2008 (30)
• She’s educated: 77% are college
graduates versus 68% in 2008
• Almost 3-in-4 (74%) lived together
before marriage versus 70%
in 2009 – Of this group, 48% lived together for
2 years or more before the wedding
(up from 39% in 2009)
• 80% of brides take their spouse’s last
name down from 86% in 2009
25 2013 Real Weddings Study
2013 Real Weddings Study
over 7 in 10 (73%) have at least one signature wedding element
26
2013 2012
Custom guest entertainment
(photo booth, comedian, etc.) 30% 27%
Wedding logo/monogram 26% 26%
Theme 23% 24%
Ethnic elements/traditions 22% 21%
Signature cocktail at reception 20% 18%
Wedding items/decor that are eco-
friendly 11% 12%
*Base: Wedding planning affected by economy
Custom entertainment has more than doubled since
2009 and is now the #1 signature
element
2013 Real Weddings Study
2013 Real Weddings Study
color trends continue to shift
• Blue continues to gain popularity – 35% versus 27% in 2009 – Dark blue has doubled to 22% in popularity over the last 6 years
• Purple is still popular… especially dark purple. 20% selected it in 2013,
compared with only 8% in 2008.
• Grey is increasing in popularity at 15%, growing from 11% last year, and 7%
in 2011
• Brown continues to decrease in popularity – 6% compared with 21% in 2008
• Ivory is slowly regaining popularity (up from 26% in 2008 to 31% in 2013)
27 2013 Real Weddings Study
2013 Real Weddings Study
there are a variety of color palettes
Ivory/White 46% Light/Dark Blue 35%
31% 18% 16% 22% 16% 7%
Light/Dark Green 21%
Metallic (Gold, Silver, Bronze) 25%
16% 10%
1%
Light/Dark Pink 25% Light/Dark Purple 26%
17% 10% 20% 10%
Red/Burgundy 14%
9% 5%
Brown/Beige 9%
6% 4% 13% 15% 13% 13%
2013 Real Weddings Study
destination weddings are still popular
• For the fourth straight year 24% of couples had/have a
destination wedding (up from 20% in 2008)
− That’s more than 400,000 destination weddings a year!
− 55% take place in the continental U.S.* (excluding Hawaii and Alaska)
− Florida (22% up from 18% in 2012)
− California (16% up from 13% in 2012)
− Nevada (9% no shift)
− North Carolina (6% up from 5% in 2012)
− 45% are international destinations *
− Caribbean (41% up from 39% in 2012)
− Mexico/Baja (21% down from 24% in 2012)
− Hawaii (16% down from 20%)
− Europe (12% up from 6% in 2012)
29 *The Knot Market Intelligence – Romance Travel Study 2013 2013 Real Weddings Study
2013 Real Weddings Study
planning a real wedding
2013 Real Weddings Study
here’s how it begins…
• Average engagement length:
14.1 months − 16% of brides began planning their
wedding before they were engaged!
• Planning time frame (average):
11 months
• Almost all grooms are involved
(95%) and almost 4 in 10 (38%)
are very involved
• 72% of couples used save-the-
dates compared to 57% in 2009
• 46% had professionally made
save-the-dates vs. 29% in 2009
31 2013 Real Weddings Study
2013 Real Weddings Study 32
weekly hours spent planning increase as the wedding day nears
3.5
hours
4.9
hours
7.3 hours
11.0
hours
10-12 months 7-9 months 4-6 months 0-3 months
Average hours a week spent wedding planning
Average is 6.7 hours
per week!
2013 Real Weddings Study
2013 Real Weddings Study 33
brides spend a lot of time researching…
Base: Used [service]; average months before wedding began researching
Band 8.0
DJ 7.6
Photographer 8.6
Event planner 8.2
months 9 8 7 6 5
Florist 7.2
Videographer 7.1
Reception
Venue
9.6
Cake Baker
6.7
Ceremony
Musician 6.4
Transportation/
Limos 5.3
Gown 9.1
2013 Real Weddings Study
2013 Real Weddings Study 34
…and purchase months in advance
Base: Used [service]; average months before wedding began researching
Band 7.0
DJ 6.7
Gown 8.0
Photographer 7.7
Event planner 7.5
months 9 8 7 6 5
Florist 6.1
Videographer 6.1
Reception
Venue
8.9
Cake Baker
5.5
Ceremony
Musician 5.3
Transportation/
Limos 4.2
2013 Real Weddings Study
2013 Real Weddings Study
the dress comes first
• Final decision is made about 8 months
before the wedding
• Average spend on the gown: $1,281
• Nearly half (49%) spend $1,000+
• 36% spend $1,500+
• Veil, shoes & lingerie: $274 on average
35 2013 Real Weddings Study
2013 Real Weddings Study
1/3 hold the ceremony in a religious institution
36
While 33% opted to hold their
ceremony in a religious
institution, that has dropped from
41% in 2009
Indoors or Outdoors
Indoors 52%
Outdoors 46%
Both 2%
0%
2%
3%
3%
3%
3%
4%
5%
6%
6%
8%
8%
10%
12%
33%
Legal Institution
Museum/Gallery
Family/Friend's Home
Public Garden
Winery/Vineyard
Restaurant
Park
Farm
Beach
Country Club
Backyard/Private Garden
Banquet Hall
Hotel/Resort
Historical Building/Home
Religious Institution
2013 Real Weddings Study
• Historical Building/Home is up from 9% in 2009 and Farm is up from 2% in 2009
2013 Real Weddings Study
22% hold the reception in a banquet hall
37
Indoors or Outdoors
Indoors 62%
Outdoors 16%
Both 22%
2%
3%
3%
3%
3%
4%
4%
6%
7%
7%
11%
16%
16%
22%
Public Garden
Museum/Gallery
Winery/Vineyard
Park
Beach
Family/Friend's Home
Religious Institution
Farm
Restaurant
Backyard/Private Garden
Country Club
Hotel/Resort
Historical Building/Home
Banquet Hall
2013 Real Weddings Study
2013 Real Weddings Study
the venue is the most expensive decision
• 85% booked a professional reception venue
• Typically over half of the wedding event budget: average cost of $13,385*
• Top reasons for selecting a venue: − Scenic backdrop/locale: 46%
− Unique or non-traditional: 28%
− Both indoor and outdoor space: 27%
− Willingness to work within budget: 25%
− Close to home and/or family: 25%
− Great space for dancing: 20%
− Room for lots of guests 20%
38 Note: Average costs are based on professional services only *Includes food/drinks, bar service, site fees and /or rentals
Almost 31% spent
$15,000+ on the venue
2013 Real Weddings Study
2013 Real Weddings Study
catering is usually handled by the venue
• For 3 out of 5 (59%), catering is part of the reception venue package
• For those who had catering:
(included in package or hired independently)
− $66 per person (average price)
− 19% spend more than $100
39
Had at Reception*
Cocktail Hour 73%
Standard Buffet 50%
Full-Service Meal 45%
Food Favors 36%
Interactive Food Station (ex: sushi chef) 15%
*Base: Hired/Used Reception Venue 2013 Real Weddings Study
2013 Real Weddings Study
the right photographer is of primary importance
• 85% hire a pro: − Spend $2,440* on average
− 40% spend $2,500* or more
• Here’s what they get:** − 95% received all their wedding photos in a digital format
− 60% had access to online proofs
− 34% received a complete album of wedding photos
− 23% ordered a set number of prints as part of a package
• How do they preserve their memories?** − 70% plan to create printed photo books
− 60% plan to purchase prints from an online service
− 57% plan to create photo albums
− 33% plan to create digital album(s) on a photo sharing website
(not Facebook)
− 15% plan to purchase prints from brick-and-mortar retailer
40 *Based on professional services only; Fees include packages and albums **Base: Hired/Used a photographer 2013 Real Weddings Study
2013 Real Weddings Study
videographers are not as commonly used
• Over 4 in 10 (42%) have video taken of the wedding
– 27% hire a professional videographer with an average spend of $1,700*
– 15% use family or friends instead of a pro
41 *Base: Hired professional videographer 2013 Real Weddings Study
2013 Real Weddings Study
the planner makes sure it all happens
• 23% hire a professional wedding planner
• 11% use a family member/friend
• A “flat fee” is most common (58%)
• Almost 4 in 10 (38%) opt for full service wedding planning
• Over half (53%) used for “day-of” coordination only
• Average spend is $1,874
• 22% spend over $2,000
42 Note: Average costs and category detail are based on professional services only 2013 Real Weddings Study
2013 Real Weddings Study
ceremonies are musical…
• 40% hire professional musicians
for the ceremony at an average
cost of $588
43 Note: Average costs are based on professional services only *Base: Hired/Used Ceremony Musicians
Musicians Hired/Used for Ceremony
2013 2012
Pianist/Organist 36% 38%
Vocalist(s) 30% 30%
DJ 30% 27%
Strings 23% 22%
Guitar 19% 19%
Multi-piece Band 6% 7%
Harpist 4% 4%
Brass 3% 4%
Woodwind 3% 4%
Bagpipes 1% 2%
Other 8% 7%
2013 Real Weddings Study
2013 Real Weddings Study
and so are the receptions… • 74% hire professional reception music services
– 64% of couples hire a professional DJ at an
average cost of $1,038
– 16% of couples hire a professional band at an
average cost of $3,469
44 Note: Average costs are based on professional services only *Base: Hired/Used Reception Musicians 2013 Real Weddings Study
2013 Real Weddings Study
dance to the music!
45
Top 10 “1st Dance” Songs
1) I Won’t Give Up – Jason Mraz
2) At Last – Etta James
3) A Thousand Years – Christina Perri
4) Wanted – Hunter Hayes
5) You & Me – Lifehouse
6) You Are The Best Thing – Ray LaMontagne
7) Then – Brad Paisley
8) God Gave Me You – Blake Shelton
9) Lucky – Jason Mraz
10) Hey Pretty Girl – Kip Moore
2013 Real Weddings Study
of course, the flowers must be perfect!
• 71% hired a professional florist
• For these couples:
− 96% had the florist provide bouquets
− 90% corsages and/or boutonnieres
− 67% table centerpieces
− 61% ceremony décor
− 49% had additional reception décor
• Average spend: $2,069
46 Note: Average costs and category detail are based on professional services only 2013 Real Weddings Study
2013 Real Weddings Study
let them eat cake! • 69% hire a professional cake baker
─ 40% hire custom cake designers
─ 39% hired a non-specialty bakery
• Average cost: $546
47
Types of Dessert Served*
2013 2012
Traditional Tiered Wedding Cake 64% 64%
Cupcakes/Cupcake Cake 22% 20%
Different Type of Cake 20% 19%
Groom’s Cake 16% 18%
Baked Goods (pies, cookies, etc.) 24% 22%
Chocolate Desserts (fountain,
truffles, etc.) 14% 14%
Candy 13% 14%
Fruit 13% 15%
Ice Cream/Sorbet/Frozen Yogurt 9% 8%
Cake
Desserts
Non-Cake
Desserts
Note: Average costs and category detail based on professional services only *Base: All Couples 2013 Real Weddings Study
2013 Real Weddings Study
two for the road
• 40% hire a professional
transportation service for the
couple and/or bridal party
• Average cost: $732
48
Type of Transportation Hired/Used *
2013 2012
Shuttle/Bus 31% 27%
Our own/friend or family
member’s car 19% 19%
Stretch Limousine 17% 19%
Town Car/Standard Limousine 16% 14%
Stretch SUV or Hummer 14% 15%
Vintage Car/Specialty Car 8% 7%
Trolley 6% 7%
Horse & Carriage 1% 2%
Note: Average costs are based on professional services only *Base: Hired/Used Transportation 2013 Real Weddings Study
2013 Real Weddings Study
engaging today’s bride
2013 Real Weddings Study
brides rely on the
internet at every step…
50
2013 Real Weddings Study
brides “multi-source”…
51
Wedding Planning Sources
2013 2012
Internet 98% 98%
Friends/Family 84% 84%
Bridal Magazines 66% 72%
Bridal Events/Shows 43% 43%
Books 22% 25%
Wedding Planner 19% 19%
Bridal Vendor 18% 17%
Television 16% 18%
Newspapers 3% 3%
Radio 1% 1%
2013 Real Weddings Study
2013 Real Weddings Study
…but the internet is #1
52 Base: Used [source] during wedding planning * Top 2 Box of 5-point Agreement Scale
86% strongly agree
that the Internet played a BIG role in their
wedding planning
8%
11%
11%
14%
18%
17%
26%
49%
60%
76%
9%
6%
20%
24%
23%
27%
32%
29%
21%
18%
Newspapers
Radio
Television
Bridal Magazines
Bridal events/shows
Books
Bridal vendor
Friends/family
Wedding Planner
Internet
Very Valuable Somewhat Valuable
2013 Real Weddings Study
94%
81%
78%
58%
44%
41%
38%
31%
17%
17%
2013 Real Weddings Study
the web has multiple uses
53 Base: Used internet in wedding planning
Online Activities During
Wedding Planning 2013 2012 2011 2010 2009
Create a personal wedding web page 70% 68% 69% 65% 60%
Research vendor listings 66% 63% 63% 64% 63%
Use online wedding planning tools 64% 63% 63% N/A N/A
Use a social network to communicate
information about your wedding 44% 45% 45% 41% 32%
Create and send save-the-
dates/invitations online 31% 28% 26% 21% 19%
Use an online RSVP service 22% 19% 18% 17% 14%
Use a wedding message board or
community forum 17% 18% 19% 20% 17%
• Save-the-dates, online RSVP services, and the creation of personal
wedding pages continue to rise in popularity
2013 Real Weddings Study
2013 Real Weddings Study
she is a mobile bride…
• 92% own a smartphone…
up from 85% in 2012 and 74% in 2011
– iPhone: 62%, up from 50% in 2012 and 31% in 2011
– Android: 30%, up from 27% in 2011
– Blackberry: 2%, down from 6% in 2012 and 14% in 2011
• 55% own a tablet…
– iPad: 39%, up from 29% in 2012, and 16% in 2011
– Kindle Fire: 10%, up from 7% in 2012
– Nook Tablet: 4%, up from 3% in 2012
– Android Tablet: 6%, up from 2% in 2012
– Other Tablet: 2%
54 Base: Own/Use smartphone
2013 Real Weddings Study
…and a mobile multi-tasker
• Top wedding-related tasks done on Smartphone
− 69% take/save wedding-related pictures
− 67% share wedding-related pictures with family/friends
− 56% look up and/or manage wedding vendor(s) contact info
− 48% access wedding planning sites
− 48% access/manage their registry
− 41% research wedding gowns
− 35% research wedding vendors
− 21% comparison shop in-store
55 Base: Own/Use smartphone 2013 Real Weddings Study
2013 Real Weddings Study
social media is hot
• 95% are on Facebook, with almost
2/3’s (63%) on a few times a day
• 89% use Pinterest, with 31%
signing on at least a few times
each week
• 33% use Twitter
56
2013 Real Weddings Study 2013 Real Weddings Study