Wedding Leads Decline: What gives?

wedding leads decline

Fewer Americans are getting married. On average, the ones getting married are having slightly smaller weddings. Their celebrations are shrinking; however, not necessarily becoming less expensive. Wedding leads are an important part of profitability.

Wedding couples are deferring wedding dates. In 2015, the average American bride was just under 28 years old and the average groom almost 30 (Source: according to the most recent data available from the Census Bureau). A decade earlier, brides were 25; grooms about 27.

Wedding Statistics

wedding leadsThe number of new marriages per 1,000 people (The U.S. marriage rate) has declined for decades. It crashed especially quickly, in 2008 and 2009. However, there’s little evidence people began getting married at a quicker rate, despite the recovery of the economy. The marriage rate is unlikely to improve, significantly in the foreseeable future.

On the world stage, this is no shock. The United States marriage rate must plummet by about one-third to match marriage rates elsewhere. Recent data shows a U.S. marriage rate of 6.9%, compared with an average rate of 4.6% for countries in the European Union.

In the United States, couples are postponing marriage indefinitely, as it is more socially acceptable for couples to cohabitate and parent outside the bonds of marriage.

Year Over Year Statistics

wedding keadsWhile advertising costs continue to rise, it’s important to compare the cost-per-lead from the various sources of traffic. It is reasonable for prices to rise, commensurate with website traffic, but only if cost and activity are rising in tandem.

You will know, immediately if a proper relationship between marketing costs and click-throughs or leads exists.

As a wedding business, your website or storefront on sites such as The Knot or WeddingWire are key factors. Most of all, they should be in proper order. That means current photos, accurate copy, etc.. This goes for local and regional sites as well.

Review your wedding statistics and marketing costs not less than every three months.

Andy Ebon
Wedding Marketing Authority

Wedding Statistics – How little or much should they matter to you?

Value graphPeriodically… (which might mean annually, seasonally, or almost anytime a website, local media source or magazine needs content) we are faced with a variety of wedding statistics. Spending, volume of weddings, wedding activities, and the like.

My magic RSS feed recently presented me a CNN article, served up on the Huffington Post, titled: I do … cost a lot: Weddings by the numbers, authored by Michelle Hall and Lizzie Jury. The article reference reliable sources, such as The Wedding Report, The Knot, Real Wedding Survey, Big City Bride, Couture Wedding Collection, and government statistical summaries.

What the article doesn’t do is frame the context or relevance of most statistics. Simply put…

  • What does the stated information mean, precisely?
  • Is there any context that, if added, would make the data more helpful?
  • Does the information pass the “Who cares?” test?
  • Now that you know and understand this piece of information, trivia or date, What, if anything, will you do differently or start doing?

One of the overriding elements of context is: When presented with a number, shown as National Average, it is unlikely to mean anything in your local context.

For example, the national average for the cost of a wedding is about $28,000 (2013 Real Weddings Survey by The Knot).; however, the average cost of a wedding in Manhattan is more than $75.000. By my math, that’s more than 2.5 times the national average. The population of Manhattan is about 1.6 million. It is an island, after all, so its size (in square miles) isn’t getting any bigger.

Challenging even a local statistic (average price of a wedding, where you do business), it’s reasonable to project that the larger the market size, the greater the variance from the average.

How helpful are total wedding cost numbers?

As an individual wedding business, your primary concern is the service you provide for the bride, and how much money a bride allocates to that specific category. For example, for a wedding bakery , does the expense for invitations or honeymoon have any relationship or impact on the baking category… out of total dollars spent on comparable weddings (i.e. two weddings costing about $30,000)?

In future posts, we’ll consider some of the many wedding statistics, and their importance.

Of all the mental gymnastics, the one question that is important above the rest is: What new approach or change-in-action will you take with any newly acquired knowledge? 

Your sources of inspiration can come from worldwide sources, but wedding spending, much like buying and selling homes is heavily tied to local factors of style and money.

Andy Ebon - wedding marketing expert

Andy Ebon
Wedding Marketing Expert
The Wedding Marketing Blog