Stores and brands should expect wedding shopping frenzy - eBay study
Brands should get ready for a rush of wedding-related purchases and new nuptial trends this summer, in anticipation of ceremonies getting back on track in June. That includes products related to spur-of-the-moment celebrations and DIY decorations, Insights from eBay Ads UK reveals.
With final lockdown restrictions scheduled to lift four weeks from today, the reports suggests priorities may have shifted – with at-home and do-it-yourself weddings on the rise, instead of extravagant affairs.
Data from eBay showed a spike in wedding-related searches when the government announced its recovery roadmap on 22 February.
On this date, searches for ‘wedding invitation’ shot up 91% compared to the same day a week before, searches for ‘bridal dress’ and ‘bridesmaid dress’ increased 33% and 31% respectively.
There was also a 38% boost in searches for the terms ‘wedding’ and ‘marquee’, by 41% for the terms ’wedding’ and ‘tent’, and by 30% for ‘wedding’ and ‘craft’, in the same timeframe.
Meanwhile, searches for ‘photo albums’ and ‘cards and invitations’ in the wedding supplies category also rose by 60% and 40% respectively.
And, with eBay Ads UK having observed interest in weddings ramp up one week before ceremonies were allowed to go ahead again last year, “brands should prepare for a surge of last-minute planning in the run up to 21 June as couples who have put off planning rush to tie the knot”, the report suggests.
Indeed, on the 27 June 2020 (one week before weddings were allowed to take place in England again last year), searches on eBay for ‘confetti’ shot up 44% compared to the day before – as did searches for ‘fascinator’ and ‘veil’, rising 55% and 28% respectively in the same timeframe.
On the same day, searches for ‘wedding ring’ also saw a 33% boost compared to the day before – suggesting that in the current environment, even the most important purchases may be left until the 11th hour.
The insights also suggest this year will see a rise in at-home and DIY weddings, providing an opportunity for home and garden brands to engage with couples hosting their event at home.
Harmony Murphy, GM Advertising UK at eBay, said: “After a year of lockdowns causing thousands of wedding plans to fall through or be put on indefinite hold, we expect to see a wedding mania this summer as couples rush to finally say ‘I do. It’s clear that the way people plan for weddings has evolved, with preparations becoming more last minute, and more couples opting for a do-it-yourself approach. Brands should therefore harness the freshest data insights in order to tap into these changing consumer mindsets. And, with the rise of last-minute nuptials, brands should ramp up their targeting in the coming weeks".
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