Have the holidays got you thinking about relationships and weddings? Sore subject? I’m sorry. During this time of year, it’s almost impossible to avoid the sight of relationships blooming. And for those in relationships, this is prime time for families to meet spouses and to give their approval…or not. Though this time of year is so heavily relationship-focused, it is actually one of the slowest times of the year for weddings. We looked into wedding preferences to find out if winter will always be a slow wedding season.
Though the national marriage age averages around 25 to 29, we included everyone over 18 as well in order to gauge what that future of wedding seasons might look like. Excluding those who are already married or don’t plan on getting married, and mirroring past data from The Knot, here’s what we found:
Only 7% of people we asked are planning to, or would prefer to get married during the winter. Fall takes the wedding cake at 28%, closely followed by Spring at 26%. Summer is not too far behind.
Besides for the obvious blemish of cold weather, winter is an ideal time to get married. Because it’s a less busy season, prices for all aspects of the wedding, from the venues to the photographer, can be cheaper. Because of this lack of business, wedding businesses are eager to drive in lovers during these deep winter months, specifically from January to March.
We uncovered traits about those who hope to marry during the Fall and Spring months, and those who have no preference. Maybe these insights will help the wedding industry distribute weddings just a little more evenly, and convert those fall fanatics into winter lovers. It may be too late this year, but there’s always the next one.
To start, let’s look at the minority group.
This group’s defining characteristics surround income, age and gender. 63% of them are women, which is much higher than any other seasonal preference. They are also 73% more likely than other groups to earn under $25k each year. This may have to do with their age, as we found that they’re more likely to be between the ages of 18 and 34. Further, 25% of them are between the ages of just 18 and 24, which is higher than all other groups. Interestingly, they are also more likely to live in a city.
Will these young peoples’ desire for winter weddings change the landscape of popular wedding seasons in the future?
This was the most popular answer. Unlike the winter folks, this group is more likely to earn over $100k each year. However, that doesn’t mean they’re dying to spend it. In fact, they’re less likely to say they manage their money very well. In addition, they’re more likely to visit stores and then buy the products online, presumably to save money, and they’re also more likely to cook their own dinner. When they’re not eating in, they’re likely to eat out at casual restaurants – nothing too fancy. However, they’re more likely to consider food an important part of their lifestyle.
Given their thrifty approach to money, a winter wedding could be a perfect fit for them. Emphasizing the price savings may help this group make a switch in wedding plans.
But where can you reach them to inform them of these winter savings?
We found that they’re very active social media users. They’re more likely to actively use Pinterest, Instagram, Snapchat and Facebook. The visual nature of Pinterest and Instagram, specifically, may provide a great platform to showcase beautiful winter weddings, and their lower price tag. Even more so because they are most likely to be influenced by ads on social media. Creating stunning Pinterest boards may really help to bring them in as well.
Lastly, they are more likely to closely follow the NBA. Though sports and weddings aren’t something you naturally lump together, this may provide an opportunity to reach those hoping to plan a fall wedding.
Those who hope to marry in Spring also hold unique traits that may help them switch to a winter wedding.
Though less active on social media than Fall fans overall, they are also more likely to use Instagram. Naturally, this would be a useful place for venues and wedding retailers to reach them.
They also seem to be more responsible with money than their Fall counterparts. They’re more likely to frequently bank online, and to follow economic trends. Given this financial competence, perhaps they would also be persuaded by the lower price tag that accompanies winter weddings.
Next, they’re low maintenance. Though they’re more likely than other groups to enjoy cooking, they’re also more likely to dine regularly at fast food restaurants. Coincidentally, they’re also less likely to value health and fitness, and they are more likely to drink beer regularly.
When I think of winter weddings, personally, I think of extravagance and lavishness. However, this may not be what these folks want. They might just be content with a low-key wedding with lots of beer and good friends. So, just some food for thought.
It’s About the Person, Not the Season
Given their lack of seasonal preference, these folks may be the easiest to sway.
We found that those who answered “no strong preference” are more likely to value health and fitness, and they’re also more likely to own or want a wireless speaker system. They’re more likely to drink wine regularly, and lastly, they are more likely to be men.
Unlike those who want to get married in Spring, these undecided future wedders may be looking for a bit more elegance in their celebration. To convince them of a winter wedding, showcasing that fairytale trope might be beneficial.
Something New, Something Borrowed
For those in the wedding industry hoping to bump up the winter wedding season this year or next, catering to these interests may make it easier to do so.
Though winter has traditionally been, and continues to be the slowest wedding season of the year, there is no reason why it must continue to be that way. Once considering the traits of those who hope to get married at different times of the year, we can see that winter weddings can’t be counted out just yet!