“Wedding mania” is set to sweep the UK next month when lockdown restrictions ease providing a much-needed boon for retailers.
New data from Ebay Ads suggests that last minute weddings will surge in the run up to June 21 when public gatherings will once again be permitted.
Searched for “wedding invitations” on Ebay skyrocketed 91 per cent on February 22 when the roadmap out of lockdown was first announced.
According to the online marketplace, searches for “bridal” and “bridesmaid dress” also jumped 33 per cent and 31 per cent respectively, while searches for “photo albums” jumped 60 per cent and wedding “cards and invitations” jumped 40 per cent.
“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’,” Ebay UK’s general manager of advertising Harmony Murphy said.
Despite this predicted boom, Ebay says that even purchases as important as “wedding rings” will be left until the very last minute, seeing a 33 per cent rise in searches a week before weddings were allowed to take place in June last year.
“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,” Murphy continued.
“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 – so they have just as much to celebrate as new happy couples come June 21st .”