Party and Paper Magazine

The Budget Bride

Although people may be tightening their belts a bit, make no mistake — they’re still tying the knot and throwing showers. As retailers, it’s up to you to offer customers a variety of sensible shower solutions that quell any dollar or decorating dilemmas they may face. The key to consistent sales is creativity, value and giving them the most bang for their budget bridal buck.

“Brides-to-be love convenience and a stress-free atmosphere when it comes to planning their wedding celebrations,” said Jill Meister, editor-in-chief of GetMarried.com. “Retailers can put them at ease by offering a great selection at various price points so brides at every budget can shop smart. Giving the bride the tools she needs — workshops, specific directions, kits — is a way to build bride loyalty and a strong customer base.”

And just because she’s on a budget doesn’t mean she can’t be on top of the trends, and it starts with color and design. Susan Newton, “The Shower Diva” from http://www.TheShowerDiva.com, shared that chocolate and soft pink combinations, as well as chocolate and robin’s egg blue, are still hot right now and will continue to be through 2010. Traditional white is tending toward ivory for the coming year, and it’s being paired with a dark color plus a bold or bright color.

“Red, black and white or ivory color schemes are must-haves for any shop, and bright colors are also growing in popularity,” Newton said. “Colors we used to see in pastel versions, such as pink and blue, are now showing up in bright, fun combinations.”

Newton added that natural color palettes and earth tones are also going to continue to be very big, especially at eco-friendly occasions — think moss green, sand beige, river rock gray with a splash of bright color, such as a berry red or an organic gold.

Meister agreed, adding that although whites and ivories are still the traditional color for weddings, brides are bringing more colors of the season to the tables, invitations and wardrobe of their bridal party.

“Color is very in right now,” Meister said, “and by adding color brides get another chance to add personal touches to their wedding. We’re seeing brides gravitate to both pastels and vivid, bright colors. Retailers can continue displaying seasonally themed wedding invitations, table cards and programs, and incorporate the colors of the season to appeal to a greater number of brides.”

Design on a Dime
Because a wide variety of colors are being used for showers and celebrations, it’s a great opportunity for retailers to get creative with some of the product already in stock. By mixing an array of solid color tableware and decorations in with designer lines, retailers can offer any bride the option to mix and match the colors and styles that fit their theme and budget.

“Demonstrate how to mix designer and plain pieces effectively,” Newton said. “Create two or three display areas using different colors and patterns of partyware, stage photos that show how designer wares can be effectively combined with basic pieces and bring in local party experts to (conduct) free how-to workshops.”

In terms of designs, Newton is looking for large polka dot patterns and stripes updated in trendy colors to continue to be a popular element. Natural designs with leaves, vines and flowers are going to remain strong, while birds, line illustrations of mod bridal themes and beach-related designs such as seashells, starfish, sand and sailboats are predicted to come back in.

Frugal Flair
And certain motifs aren’t the only thing making a comeback, as classic games are getting an update as well and can be a great way to bring in a new stream of revenue.

“Sell games,” Newton said. “Games are not only important for helping break the ice and fostering a high energy level at a party — games mean prizes. When your customer is making her game selections, help her choose some prize gifts that will coordinate with her party theme.”

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Originally posted Monday, Sep. 21, 2009