Going to the Chapel: Products for wedding planning

It’s time to tie the knot. As weddings evolve, “nearly-weds” of 2024 and beyond want every element of their weddings to reflect who they are as a couple, from their invitations and registries to their receptions — and all the festivities in between. Retailers can tap into the latest trends impacting brides as they plan their dream nuptials and ensure they are meeting the growing demand for wedding products — whether they are sentimental, elegant or even all- out sparkly.

STATIONERY

Wedding stationery offers a glimpse into the soon-to- be newlyweds’ personal style and sets the tone for the big day. As couples prepare to say “I do,” many are trending toward coordination invitation ensembles right now. “Couples love bringing everything together with belly bands or pockets and carefully packaging the ensemble for their guests,” said Jennifer Schlauderaff, product development and merchandising manager at Carlson Craft, a maker of fine stationery. “We’re also seeing treat bags become a fun trend. They’re a creative way to package cookies, sweet treats — or even lottery tickets!” The Knot declared green as the top wedding color of 2023 and 2024, apart from the traditional colors such as whites, ivories and golds, of course. As such, this trend is also infiltrating matrimonial paper products. “Greenery is still going strong, and couples continue to gravitate toward minimalistic and rustic outdoor themes,” Schlauderaff said. “We’re also seeing more demand for colored papers and envelopes. In fact, we’re working on something special with these elements, set to be released in spring 2025.” Other design trends include classic typography and deckle, aka rough or feathered, edges. “Couples also love our specialty print processes like thermography, foil-stamping and letterpress,” she added. While wedding invitations are consistent bestsellers for Carlson Craft, its personalized napkins are current top-performers as customization reigns supreme across weddings right now. “They add a custom touch to any event, they’re quite affordable, and they can visually make a big impact wherever they’re displayed, whether at the bar, reception tables or cake table,” Schlauderaff said. Wedding signage has grown in popularity for several years, including welcome signs, guest book signs, food station signs and gift table signs. But Carlson Craft is also witnessing traditional day-of items such as guest books or favors take on new forms — think signage instead of guest books and treat bags instead of favors. Another notable change in wedding stationery? RSVP cards. “More couples are choosing to include QR codes on the RSVP card that link guests directly to their wedding website for replies,” she said. Because customization is so important to brides and grooms, offering in-store samples and customization options is key. “Couples want to be able to touch and feel the products. It’s also essential to promote customization options that help make their invitations feel unique but still within their budget. For example, we offer ink color choices, wording options and paper choices, along with options to add layers like pockets and belly bands.”

GIFTABLES

As the modern couple evolves, so does their approach to wedding planning and tradition. This includes how they go about creating a registry. “Gone are the days when brides register exclusively for fine china,” said Rachel Amy, sales director of Coton Colors Co. “Nowadays, brides are more focused on registering for pieces they love and will use daily. Because of this, we’re seeing them gravitate toward everyday essentials like stylish tabletop and functional entertaining sets — and even mixing the classic fine china pieces in to curate their own unique collection.” Therefore, table linens are having a strong comeback moment in 2024 and beyond. “There was a period when this category was often overlooked, but we’re seeing a renewed interest in how linens can elevate an everyday table,” Amy explained. “Customers are drawn to pieces that add warmth and sophistication and ultimately elevate the dining experience. Linens are no longer an afterthought, but a key element in setting a memorable table.” Another popular giftable for newlyweds are commemorative ornaments. Coton Colors’ wedding and anniversary ornaments are oversized, handcrafted and designed to drive repeat business for retailers. Coton Colors recently expanded its collection of wedding- and engagement-centric ornaments. According to Amy, its year-to-date bestsellers are: the Just Engaged Glass Ornament, Our First Christmas As Mr. & Mrs. Glass Ornament, Next Stop Happily Ever After Glass Ornament, Just Engaged Champagne Pop Glass Ornament, and Wedding Cake Glass Ornament. “Couples can mark each special moment from their engagement to their wedding to their honeymoon, to their ‘firsts’ as a married couple, to every anniversary they celebrate, with a new ornament,” Amy said. “Plus, we offer personalization services for our ornaments and training for retailers who carry our ornaments to offer in their stores, guaranteeing that these designs will be truly one of a kind — just like all love stories are.”

‘I DO’ CREW

The bride and groom are the main characters of the wedding festivities. But from bridesmaid proposals to showers and bachelorettes, the bridal entourage is more involved than ever — and these girls love some themed merchandise. Totalee Gift offers products that cater to both the bride and her closest group of gal pals, including trucker hats, tote bags, wine glasses and jewelry. “Bridal and bachelorette were the No. 1 thing we were asked for during the summer shows,” said Michaela Martin, national sales manager at Totalee. “Customers were also looking for items that were specific to engagement.” With Nashville continuing to be a top destination for bachelorette parties, Martin said she’s seeing items performing well if they provide “a bit of cowgirl flare.” In 2024, Totalee’s “Bride” and “Let’s Go Girls” Glitzy Star Totes were bestsellers. “Soft-colored, classic bridal items are still popular, but more brides are adding in extra sparkle and glam for the party in the form of glitter and rhinestones,” said Alyssa North, senior product manager at Totalee. With the average engagement lasting well over a year, there are several festivities that call for gifts, décor and celebration. “Think of a wedding as not just one big-day celebration, but a whole season in someone’s life,” North said. “There are many giftable opportunities outside of the wedding day itself.”

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How should retailers plan to meet the demand for the bridal and wedding market?

“2025 is going to continue to see growth in bridal and wedding. Retailers need to make sure they are carrying this category. So many retailers have done away with bride, but I can tell you that they are missing out because those that have a nice bridal area in their store are doing well with it.” — Michaela Martin, National Sales Manager, Totalee “Focus on creating displays with pieces that complement one another to make a visually impactful statement. Today’s couples are seeking items that reflect their personal style — mix-and-match sets, artisanal pieces and unique materials are particularly popular. There’s a strong trend toward registry items that feel curated and meaningful while also functional, rather than purely uniform, allowing couples to build a table that truly represents them.” — Rachel Amy, Sales Director, Coton Colors “In today’s market, an online and social media presence is more important than ever. Carlson Craft makes it easy for retailers to be a one-stop shop for wedding invitations and accessories, whether that’s through a customizable online store or by featuring our Wedding Collections Boxes in a physical storefront. The key is to take a consultative approach — knowing the product and options inside out. Customers have endless options at their fingertips, but what they truly need is a trusted guide to help them make confident choices.” — Jennifer Schlauderaff, Product Development & Merchandising Manager, Carlson Craft