Smart brands to cash in on lucrative wedding opportunity this Summer

In this Article

Over 19 million searches for wedding clothes and supplies.

45 – 54 year olds made more searches for “wedding dress”.

33% increase in searches for “wedding present”.

Wedding season is upon us, and as ‘save the dates’ land on doormats and gift lists are drawn, millions of shoppers turn to every year to make their own and other people’s wedding dreams come true. Over 19 million searches were made in the Wedding and Formal Clothes and Wedding Supplies categories on in 2015, including a huge 2.6 million searches for “wedding dress”.

As we approach the busiest time of year for weddings, eBay Advertising has pinpointed three shopper trends to help brands cash in on the celebrations this Summer.

Planning peaks

Although most shopping takes place in the evenings, eBay Advertising’s insights reveal that excited brides and grooms to be will grab any gap in their day to progress their planning.

Consumers made three searches per minute for “bridesmaid dress” on between 1pm and 2pm on a typical weekday in May*, as they traded their sandwich break for shopping. This rose to almost four searches per minute between 3pm and 4pm, when shoppers were subtly surfing at their desks. And planning continued late into the night, with a search for “bridesmaid dress” on made every minute between 1am and 2am.

And it’s not just the brides-to-be who are putting in the hours. While women tend to squeeze their ‘wedmin’ into their lunch hour, making 256% more searches for “wedding” than men between 1pm and 2pm, eBay Advertising’s insights reveal that men are shopping for the big day too – they just prefer to save their searching for evenings and weekends.

Men made an even bigger 289% more searches for “wedding” than their female counterparts between 6pm and 7pm. And on a typical weekend**, men made 70% more searches for “bridesmaid dress” between 11am and 12pm than women, demonstrating that brands shouldn’t rely on gender stereotypes when it comes to targeting shoppers.

*Data sourced on Wednesday 27th May 2015. **Data sourced on Sunday 31st May 2015.

Late bloomers

As the age group most likely to tie the knot, it will come as no surprise that consumers aged between 25 and 34 accounted for most wedding-related searches on last year, racking up over 200,000 searches for “bridal” over the course of the year.

But eBay Advertising’s insights reveal that there may be a cohort of late bloomers or ‘second wedding planners’ for smart brands to tap into, with many consumers aged over 45 taking to potentially to get a good deal on their wedding supplies.

Whether planning their second wedding or simply saying ‘I do’ a little later in life, it all begins with the proposal: consumers aged between 45 and 54 were a quarter (25%) more likely to search for “engagement ring” on last year than those aged 25 to 34. They made well over two million searches in the Wedding and Formal Clothes category – a fifth (20%) more than the younger age group. And they made more searches for “wedding dress” on than any other age group in 2015.

And it’s never too late for love: shoppers aged between 65 and 74 made five searches for “engagement ring” and seven searches for “wedding dress” every hour in 2015, highlighting the opportunity for brands who engage with consumers across all generations.

Wedding guests

Finally, it’s not just wedding planners that brands should be targeting this Summer. For every bride and groom, there are plenty of guests searching for inspiration ahead of the big day.

And with wedding preparations well underway, insights from eBay Advertising suggest that guests’ interest in all things “wedding” will really rocket next month. Searches on for “wedding present” shot up by a third (33%) in the first week of June last year, when compared to the same week two months earlier, as shoppers not blessed with a wedding list scrambled to find a suitable gift for their betrothed friends or family. This is the optimum time for brands to present consumers with inspiring ideas.

Over the same period, searches on for “stag do” rose by 84% and those for “hen do” rose by 26%, as consumers prepared for one final blow out to send the lovers on their way. And these celebrations aren’t as firmly divided along traditional gender lines as one would expect: almost a third (29%) of the “stag do” searches were made by women, and - perhaps more surprisingly - men made almost a fifth (18%) of the searches for “hen do”.

Rob Bassett, Advertising Director at eBay in the UK says, “Getting married is an exciting, generally once in a lifetime occasion that encourages many consumers to splash the cash. This makes the wedding season a lucrative opportunity for brands to tap into an audience that is purchase ready and looking for inspiration. But, as these findings demonstrate, advertisers should look beyond consumer stereotypes when planning their ad campaigns. Smart brands that use insights rather than assumptions will be well placed to capture a share of the increased spend around big life events.”

With the average cost of a wedding in the UK now over £20k, and the average cost of being a wedding guest standing at nearly £400, it’s no wonder that people want to seek out the best deal, whether that’s for a one-off vintage wedding dress or “accessories” to get the hen or stag do off to a flying start. This data shows that it is crucial to understand the needs of different audiences to ensure that people get the right inspiration at the right time.
Pauline Robson, Director, MediaCom