Party and Paper Magazine

Busy as a Bridal Bee

From bachelorette parties to wedding day pampering, brides look to make every moment special

By Haley Beiter, Special to Party & Paper Retailer 

Every bride is busy planning her wedding down to the last perfect detail. After all, it's the most important day of her life and she wants it to be memorable. But today's brides have so much more to plan than a short stroll down the aisle. Planning a wedding is synonymous with bachelorette parties, bridal showers, rehearsal dinners and even a fun day of primping before the wedding begins. What does this mean for party retailers? Accommodate those busy bridal bees, and you'll see even sweeter bridal sales.

Bridal Trends
Brides want their wedding to be a memory that lasts a lifetime. And now, brides and others involved in the wedding want to put equal emphasis on pre-wedding activities, making them just as memorable as the wedding day itself. This is where party retailers have an opportunity to add sales to their bridal business.

For instance, matching shirts to be worn while getting pampered for the wedding that label the bridal party, fun party décor and favors for the bachelorette party and gifts that the bride and groom can give to members of the wedding party are all things that brides are looking for to make everyone involved feel special.

Melanie Nuss of SoNu Events in Wichita, Kan., has been planning events since 1974. She said she's seen a lot of trends over the years, but there's also a lot of variation in bridal needs based on different demographics. It's important to have a variety of options for occasions such as bridal showers and bachelorette parties because "there are so many personalities and needs," Nuss said. "Even the quantity of guests and the age group can determine the type of event."

Nuss said she's seen a trend in more showers for couples with a relaxed, informal atmosphere, especially for older age groups. And more mature brides aren't interested in all of the animal print and hot pink that young brides like. "Color preferences vary greatly with age."

Brides also love products that capture the theme of the wedding and can't be found by any other bride on every store shelf - this includes homemade gifts or favors.

Bridal shower hostess Jeny Ayres knows how important it is for any wedding-related event to be personal to the bride and groom, and - more importantly - to be thoughtful.

"I try to look for anything that can make it personal and anything that the bride could possibly use again at the wedding," Ayres said. "There are so many generic items out there that if you think outside the box, or add a little of your own flare to it, it makes the party much more unique."

For brides working with Nuss, there's a similar trend in regard to wedding favors, bridal party gifts and even décor for bridal events. "They want something fun and personal," Nuss said. "Everyone wants to see their name in lights, so personalization is really in. They can combine something personalized, like a tote bag, with something thoughtful that symbolizes a relationship. Having the same cutout gift for everyone isn't special anymore. Brides are putting more thought and effort into making it a special day for everyone."

"I think that as a bride, you recognize when people try to make it special and don't feel obligated to just do the basics," Ayres agreed. "The basics are fine and still appreciated, but ultimately, anything that makes your shower different from others enables you to step back and think ‘wow, look at all these great friends who took time to do it for me.'"

Marketing Techniques
There are a wide range of products and marketing techniques when it comes to boosting bridal sales. For instance, try a merchandising display that groups like products, such as party favors and gifts. This will show busy brides and other potential customers the wide range of possibilities for a wedding, as well as reminding them that favors are the perfect addition to other wedding events, like the rehearsal dinner. It will also help brides draw a cohesive theme throughout all wedding events, which they'll really appreciate.

Obviously, brides won't be planning their own showers, but that doesn't mean you won't have curious customers looking for options. Don't forget the importance of bridal showers. Be sure to offer a variety of themes, with various colors and patterns. It's also important to offer products that can be customized to the bride and her personality. Anyone throwing a bridal shower wants it to be a special, memorable occasion, even if it's not the main event. Try displaying your bridal shower products in a window display. You could also offer specials for people who are shopping for bachelorette party supplies, as these can often be the same people.

Always emphasize "add-on" items, such as gifts for members of the wedding party (such a tropical themed luggage tag for everyone to commemorate a wedding in Jamaica) or favors for the rehearsal (such as iron-on decals that label each member of the bridal party).

Items such as unity candles and guest books are traditional and somewhat of a necessity, and brides don't need to be reminded that these items are necessary. But brides may not be aware of all of your store offerings when it comes to elective purchases, like luggage tags and sparkly decals.

Educate your sales staff. Make sure they know when to suggest bridal add-ons. For example, if a bride is shopping for table décor for the wedding reception, have your staff suggest a smaller and coordinating item for the rehearsal dinner. If a bride is looking for favors for the reception, be sure to recommend a commemorative token for members of the wedding party.

No matter what your marketing techniques, be sure you'll always find brides busily buzzing around, planning for every moment of bridal bliss. They'll be looking to retailers for was to make memories perfect. Take care of their basic bridal needs, but be sure to give them a chance to add a thoughtful, personal touch to every part of their wedding - from the bachelorette party to the honeymoon farewell.

Originally posted Monday, Aug. 30, 2010