Here comes the bride… and plenty of wedding-related gifting opportunities.
Wedding season—typically defined in the U.S. as summer and early fall—is almost upon us. And that means it’s a good time for sellers of home and housewares to prioritize and position their products as potential shower and wedding gifts.
“The pandemic and its economic aftermath scrambled long-established occasion-marking and in-home gathering traditions,” says Dawn Evans, IHA director, marketing. “But the results of the 2024 IHA Occasions Survey and At-Home Entertaining Survey demonstrate how consumers have settled into a new groove for celebrating life moments.”
That means significant opportunity to connect with both engaged couples creating gift registries, as well as friends and family selecting marriage-related gifts on their own.
Weddings and Bridal Showers
According to IHA’s Occasions Survey, almost a third of consumers are looking at a wedding among family and friends in 2024; 16% are planning to get married themselves. Both results are several points higher than last year’s survey.
The 2024 survey also found younger consumers to be most enthusiastic about buying a housewares gift as a wedding present (39% of 18-34-year-olds and 34% of 35-44-year-olds). Those with high or middle-class incomes were more likely than those with lower incomes to buy a housewares product for a gift.
Out of all the home/housewares categories provided, respondents said they were most likely to purchase a kitchen item for weddings. But when it comes to bridal showers, products related to the kitchen, bathroom or personal care, and organization/home décor tied for the most likely categories to purchase from.
Engagement Parties
But don’t ignore engagement parties. What was once the exception to the rule is now becoming more common. About a quarter of soon-to-be married couples have an engagement party, according to The Knot’s 2023 Real Wedding Study. These parties are usually smaller and more informal than a bridal shower, but typically include gifts (though couples aren’t registered yet).
When compared with bridal showers and weddings, IHA Occasions Survey respondents said they were most likely to give an actual gift at an engagement party (vs a gift card).
Organization and home décor products led the housewares categories consumers would consider as engagement gifts (12%). Those were followed by products related to bedrooms (10%), bathrooms (9%), kitchens (9%), and cleaning or home environment (7%).
Gifting Recommendations
When deciding which gifts to offer or promote for wedding-related occasions, keep in mind that many people are waiting longer to marry, and many have been living with their spouse before getting engaged. That’s especially true in Western Europe and the United States; The Knot’s 2023 Global Wedding Report indicates that’s the case for 91% of couples in Spain and France and 78% in the U.S.
For that reason, it makes sense to promote new or unique products couples might not yet have. The sky’s the limit here, but consider items like the BLOK smart cutting board with built-in display for their on-demand cooking classes. (Its makers are calling it “the Peloton of the kitchen.”) Another idea is the Cubiko Wall Planter by umbra, which makes a striking green statement in a minimalist modern footprint. There are also good opportunities for niche items like countertop ice nugget makers or professional pizza ovens like the Pizzadesso from Salton.
That said, engaged couples may also be looking at wedding registries as a way to upgrade items they already have. High-end items—especially if you can emphasize higher durability and/or customer service—will be appealing. Think about aspirational items such as Viking’s Hammered Copper Cookware and the Concierge Elite Fully Automatic Bean to Cup Espresso Machine.
The 2024 IHA Occasions Report —published exclusively by HomePage News—offers insights into gift-giving opportunities and ways to connect with consumers eager to celebrate life moments around engagements, bridal showers, weddings, new homes, new pets, baby showers, college-bound students and retirees.
