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Bridal Market

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         Instant Background Report For
         Bridal Market
         Who Buys                                                                                 Source
                                                                                                  Society of American
         The average bride is 24 years old, while the average groom is 28.
                                                                                                  Florists, 2001
         Profiling those adults 18+ who either got married in the past year, or expect to get
         married within the next year:

                                   Got Will Get                        Got Will Get
                                  Married Married                     Married Married
                Sex:                            Income:
                Male              49.40% 45.50% $75,000+               29.80%   26.40%
                Female            50.60% 54.50% $50-74,999             31.60%   21.00%
                Age:                            $40-49,999              9.50%    8.30%
                18-24             16.60% 29.10% $30-39,999             12.90%   12.50%
                25-34             42.30% 37.20% $20-29,999             11.40%   12.40%
                                                                                                  Simmons, 2001
                35-44             15.60% 16.30% Under $20,000           4.80%   19.40%
                45-54             12.50% 8.00% Region:
                55-64              5.10% 6.10% Northeast               15.50%   16.70%
                65+                7.90% 3.30% Midwest                 23.70%   20.30%
                Race:                           South                  40.10%   37.90%
                White             86.00% 72.10% West                   20.70%   25.10%
                Black              8.60% 21.70%
                Other              5.40% 6.20%
                Hispanic origin   12.30% 11.30%



         Of those adults 18+ who expect to get married within the next year, 54.5% are
                                                                                                  Simmons, 2001
         women and 45.5% are men.
         Of those adults 18+ who were married in the past year, 50.6% were women and
                                                                                                  Simmons, 2001
         49.4% were men.
         Adults 18+ who expect to get married in the next year, by age group: 18-24, 29.1%;
                                                                                                  Simmons, 2001
         25-34, 37.2%; 35-44, 16.3%; 45-54, 8.0%; 55-64, 6.1%; 65+, 3.3%.
         Adults 18+ who got married in the past year, by age bracket: 18-24, 16.6%; 25-34,
                                                                                                  Simmons, 2001
         42.3%; 35-44, 15.6%; 45-54, 12.5%; 55-64, 5.1%; 65+, 7.9%.
         Adults 18+ who expect to get married in the next year, by income level: $75,000+,
         26.4%; $50-74,999, 21.0%; $40-49,999, 8.3%; $30-39,999, 12.5%; $20-29,999,               Simmons, 2001
         12.4%; under $20,000, 19.4%.
         Adults 18+ who got married in the past year, by income bracket: $75,000+, 29.8%;
         $50-74,999, 31.6%; $40-49,999, 9.5%; $30-39,999, 12.9%; $20-29,999, 11.4%;               Simmons, 2001
         under $20,000, 4.8%.
         Adults 18+ who expect to get married in the next year, by region: Northeast, 16.7%;
                                                                                             Simmons, 2001
         Midwest, 20.3%; South, 37.9%; West, 25.1%.
         Adults 18+ who got married in the past year, by region: Northeast, 15.5%; Midwest,
                                                                                                  Simmons, 2001
         23.7%; South, 40.1%; West, 20.7%.




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         Adults 18+ who expect to get married in the next year, by race: White, 72.1%; Black,
                                                                                              Simmons, 2001
         21.7%; Other, 6.2%; Hispanic origin, 11.3%.
         Adults 18+ who got married in the past year, by race: White, 86.0%; Black, 8.6%;
                                                                                                Simmons, 2001
         Other, 5.4%; Hispanic origin, 12.3%.
         A survey by online bridal registry The Knot asked engaged couples who would be
         paying for their wedding: Everyone involved (bride and groom, parents, etc.), 37%;
         the engaged couple, 31%; bride's parents, 24%; both bride and groom's parents,         The Knot, 2001
         5%; grandparents, 1%; groom's parents, 1%; other, 2%.
                                                                                                Society of American
         Four out of five brides are employed.
                                                                                                Florists, 2001
                                                                                                National Center for
         Eighty-one percent of women who divorce before age 25 remarry within 10 years,
                                                                                                Health Statistics,
         compared with 68% of those who divorce at age 25 or over.
                                                                                                2001
         Sixty percent of women say they are involved in the selection of their engagement      Jewelers' Circular
         ring; 3% actually choose the ring themselves.                                          Keystone, 2000
         When They Buy                                                                          Source
         A 2002 online survey of engaged couples asked the participants how long they had
         been planning their wedding: 0-3 months, 27%; 4-6 months, 26%; 7-12 months,            The Knot, 2002
         30%; 1-1 1/2 years, 14%; more than 1 1/2 years, 4%.
         Share of U.S. marriages by month (2-year average, 1999-2000): January, 5.9%;
         February, 6.4%; March, 6.9%; April, 7.0%; May, 8.5%; June, 10.2%; July, 9.7%;          U.S. Census Bureau,
         August, 10.1%; September, 10.0%; October, 9.5%; November, 8.3%; December,              2001
         7.5%.
                                                                                                Bride's Magazine,
         The average engagement period is 13 months.
                                                                                                2001
                                                                                                Jewelers' Circular
         Fifteen percent of engagement rings were purchased in December during 1999.
                                                                                                Keystone, 2001
         Fifty-three percent of weddings occur in the afternoon, 31% in the evening and 16% Society of American
         in the morning.                                                                    Florists, 2001
         A survey of engaged couples, conducted by online bridal registry The Knot,
                                                                                                The Knot, 2001
         indicated that 65% of brides planned to register six months before their wedding.
         Most popular months for marriage proposals, as determined by respondents to a
         survey conducted by online bridal registry The Knot: October, 13%; December,
         11%; August, 11%; September, 11%; July, 10%; June, 8%; May, 7%; February, 6%; The Knot, 2001
         March, 6%; April, 6%; January, 5%; November, 4%.
         A 2001 survey by Bride's magazine found that the average bride spends eight hours Bride's Magazine,
         per week on her wedding plans.                                                    2001
                                                                                                Jewelers' Circular
         Generally, wedding rings are purchased six months prior to the wedding.
                                                                                                Keystone, 2000
         Why They Buy                                                                           Source
         According to a study by the NPD Group, how men decided on which engagement
         ring to buy: Chose it themselves, 39%; shopped with fiancée and selected it
         together, 27%; shopped with fiancee and she chose it, 8%; got ideas from future
         bride before engagement, 8%; looked together before official engagement and she        USA Today, 2001
         selected it, 7%; fiancee selected it and groom paid for it, 6%; never shopped
         together/fiancee made her preferences known, 5%.
         How They Buy                                                                           Source
         The average cost of a wedding is $18,874, which includes spending for 186 guests. USA Today, 2001




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         A 2001 study by Bride's magazine calculated the average costs of the following
         wedding categories: Reception, $7,246; engagement ring, $2,982; photos/video,           USA Today, 2001
         $1,263; wedding rings, $1,060; bride's dress, $790.
         According to a survey of soon-to-be-wed couples, conducted by online bridal registry
         The Knot, the amount of money the respondents thought their wedding guests
         should spend on a gift: $50 or less, 18%; $50-$100, 66%; $100-$200, 15%; more        The Knot, 2001
         than $200, 1%.
         Engagement ring prices increased 13.2% in 1999, while actual sales were up              Jewelers' Circular
         12.1%.                                                                                  Keystone, 2001
         According to a survey by online bridal registry The Knot, how much engaged
         couples estimated they would spend on their wedding: Less than $5,000, 11%;
         $5,000-$10,000, 26%; $10,001-$20,000, 35%; $20,001-$30,000, 15%;                        The Knot, 2001
         $30,001-$40,000, 6%; over $40,000, 7%.
         A poll by online bridal registry The Knot asked future brides how much they were
         willing to spend for their wedding gowns: $800 and under, 40%; $800-$1,500,             The Knot, 2001
         38.5%; $1,500-$3,000, 16%; $3,000-$5,000, 4%; over $5,000, 1.5%.
         According to a poll of more than 900 women who were either engaged or married
         for less than a year, their primary sources of wedding planning information in 2000 Greenfield Online,
         (with 1999 share in parentheses): Internet, 29% (23%); friends & family, 25% (24%); 2000
         bridal magazines, 21% (26%); wedding planners, 6% (5%); bridal fairs, 4% (5%).
         The average second wedding costs around $12,000. However, couples getting
                                                                                                 Time, 2000
         married for a second time spend almost twice as much on their honeymoons.
         What They Buy                                                                           Source
         The Diamond Marketing Group at J. Walter Thompson says that 74% of all brides
                                                                                                 Jewelers' Circular
         (including 77% of first-time brides and 67% of repeat brides) receive a diamond
                                                                                                 Keystone, 2001
         engagement ring.
         According to a Roper Starch Worldwide survey, percentage of 20-29-year-old
         engaged women who have done the following in the past year: Purchased or
         changed any type of insurance, 43%; moved, 42%; purchased/leased new car, 41%; American
         got a new job, 37%; opened a new bank account, 36%; redecorated                Demographics, 2001
         home/apartment, 28%; changed long-distance carrier, 25%; changed cellphone,
         24%; purchased primary home/apartment, 20%; bought stocks or bonds, 20%.
         Share of expenses for the typical wedding: Wedding attire, 11.1%; wedding rings,
         15.0%; wedding expenses (flowers, invitations, photos/video, transportation, bridal
         parties, rehearsal dinners), 17.0%; receptions after the wedding, 42.7%;                Bridal Guide, 2001
         honeymoon, 14.2%.
         In 1999, 56% of brides chose a round brilliant diamond for their engagement ring.       Jewelers' Circular
         Next in popularity was the marquise cut, selected by 24% of the brides.                 Keystone, 2001
         According to a survey of jewelry retailers, conducted by Jewelers' Circular Keystone,
         70.8% of the respondents said their customers "rarely" ask for bridal jewelry by      Jewelers' Circular
         brand or designer name, while 18.4% said customers "occasionally" ask for it, and Keystone, 2001
         only 10.8% said consumers "frequently" ask for it.
         A survey conducted by online bridal registry The Knot asked soon-to-be-married
         couples which element of their wedding they would be most willing to go over budget
         for: Photography, 26%; reception site, 18%; honeymoon, 17%; food, 15%; gown,        The Knot, 2001
         11%; flowers, 6%; music, 5%; ceremony, 2%; cake, 1%.
         According to a survey by Bride's magazine, percent of newlyweds who have either
         bought the following furniture/décor items in the past year, or plan to do so in the
         next year: Couch/sofa, 32.8%; patio/outdoor furniture, 31.8%; mattress/box spring,
                                                                                                 Home Furnishing
         29.2%; lamps and lighting fixtures, 27.5%; figurines/collectibles, 25.3%; decorative
         wall clock, 24.5%; coffee tables/chairs, 24.2%; recliner, 24.2%; bed, 23.6%;            News, 2001
         dresser/armoire/vanity, 22.2%; dining room chairs, 20.6%; hutch/buffet, 19.0%;



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         dining room table, 19.0%; other living room furniture, 18.6%.
         According to a survey by Bride's magazine, percent of newlyweds who have either
         bought the following appliances in the past year, or plan to do so in the next year:
         Barbecue grills, 27.9%; vacuum cleaners, 25.4%; clothes dryers, 24.2%; washing          Home Furnishing
         machines, 23.6%; refrigerators/freezers, 19.7%; ceiling fans, 17.9%; separate           News, 2001
         freezers, 17.6%; microwave ovens, 16.4%; dishwashers, 16.1%; hand-held
         vacuums, 14.0%; room air conditioners, 10.6%; other electric fans, 10.1%.
         According to a survey by Bride's magazine, percent of newlyweds who have either
         bought the following textiles in the past year, or plan to do so in the next year:
         Sheets, 48.6%; pillowcases, 46.8%; towels/washcloths, 43.7%;
         comforters/quilts/duvets, 41.8%; bed pillows, 37.8%; placemats, 30.3%;                  Home Furnishing
         curtains/draperies, 30.0%; decorative pillows, 29.5%; blankets, 29.3%; shams,           News, 2001
         24.6%; formal tablecloths, 24.5%; mattress pads, 23.9%; formal napkins, 23.4%;
         bedspreads, 23.2%; hard window treatments, 21.4%; other linens/domestics,
         21.4%.
         According to a survey by Bride's magazine, percent of newlyweds who have either
         bought the following housewares in the past year, or plan to do so in the next year:
         Any cookware/bakeware, 59.8%; cutlery/utensils, 38.8%; blenders, 32.9%;                 Home Furnishing
         automatic coffeemakers, 28.7%; electric can openers, 27.3%; toasters, 25.3%;            News, 2001
         hand-held mixers, 24.6%; toaster ovens, 22.5%; stand mixers, 20.1%; deep fryers,
         20.0%; food processors, 18.3%; irons, 17.3%.
         According to a survey by Bride's magazine, percent of newlyweds who have either
         bought the following tabletop items in the past year, or plan to do so in the next year:
         Fine crystal stemware/glasses, 35.7%; casual/everyday dinnerware, 35.4%;
         casual/everyday stemware/glassware, 30.9%; fine china dinnerware, 28.5%;                 Home Furnishing
         everyday glassware, 28.1%; stainless steel flatware, 22.3%; fine crystal serveware, News, 2001
         21.8%; fine china serveware, 21.7%; glass serveware, 20.9%; sterling silver
         flatware, 20.0%; crystal barware, 18.7%; casual/everyday china serveware, 18.6%;
         barware, 18.3%; wooden serveware, 15.9%.
                                                                                                 Bride's Magazine,
         Thirty-three percent of grooms' wedding bands have diamonds.
                                                                                                 2001
         Thirty-eight percent of weddings have a buffet, 34% have a sit-down dinner and          Society of American
         28% serve only cake and punch.                                                          Florists, 2001
         A survey conducted by The Knot, an online bridal registry, asked engaged couples
         to list their most-wanted gifts: Money, 45%; home decor, 21%; cooking equipment,
         19%; china, 11%; sporting/camping gear, 2%; trips, 2%; wedding collectibles, less       The Knot, 2001
         than 1%; stock, less than 1%.
         In addition to their rings, 76% of brides buy earrings for their wedding day, 43%       Bride's Magazine,
         purchase necklaces and 27% get bracelets.                                               2001
         A 2001 study by Bride's magazine showed that the average bride tried on 12
                                                                                         Bride's Magazine,
         wedding gowns, while 20% sampled more than 21 dresses before choosing the right
                                                                                         2001
         one.
         According to the National Bridal Service, more than 90% of bridal couples give gifts    National Bridal
         to the wedding party.                                                                   Service, 2001
         A 2001 study by Bride's magazine found that 37% of brides have a body part
         professionally fixed before their wedding day. Adjustments include teeth whitening,     Brandweek, 2001
         dermatology, breast implants, tummy tucks, laser surgery and tatoo removal.
         According to a 2001 survey by Bride's magazine, 54% of engaged women started or
                                                                                             Brandweek, 2001
         intensified a diet/exercise program as a way of getting in shape for their wedding.
         The bridal market accounts for approximately half of the sterling silver flatware and   Jewelers' Circular
         giftware purchases.                                                                     Keystone, 2001




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         Forty-four percent of respondents to a survey in Modern Bride magazine said they
                                                                                                  Jewelers' Circular
         considered platinum for their wedding rings, but 60% of this group cited price as a
                                                                                                  Keystone, 2000
         reason for not buying.
         Planned purchases by couples during their first year of marriage (more than one
                                                                                                  Greenfield Online,
         answer possible): Furniture, 60%; house or apartment, 47%; insurance, 42%;
                                                                                                  2000
         automobile, 32%; computer, 29%; pet, 24%; cellular phone, 23%.
         A 2000 survey by TeleNation asked newly-married couples to name the top three
                                                                                              Home Furnishing
         items they would register for if they were getting married again: Tabletop goods,
                                                                                              News, 2000
         including china and dishes, 32.6%; bed linens, 15.7%; silverware or flatware, 11.2%.
         Where They Buy                                                                           Source
         A 2001 online survey asked brides how many places they had registered: One, 10%;
                                                                                          The Knot, 2001
         two, 41%; three, 37%; four, 10%; five, 2%.
         Of the more than 2 million couples who wed in 2001, almost 80% used the Internet
                                                                                                  USA Today, 2001
         in some way to plan.
         States with the greatest number of marriages in 2000: California, 196,896; Texas,
                                                                                                  National Center for
         196,417; New York, 161,984; Florida, 141,924; Ohio, 88,490; Tennessee, 88,244;
                                                                                                  Health Statistics,
         Illinois, 85,517; Pennsylvania, 73,197; Michigan, 66,372; North Carolina, 65,622;
                                                                                                  2001
         Virginia, 62,411; Georgia, 56,031.
         Eighty-five percent of wedding ceremonies are held in a church or synagogue. The
                                                                                                  Society of American
         remaining 15% are evenly distributed among private homes, hotels, country clubs
                                                                                                  Florists, 2001
         and other locations.
         Thirty percent of wedding receptions are held in churches, 20% in hotels, 20% in         Society of American
         country clubs and 10% each in fraternal halls, private homes and other locations.        Florists, 2001
         According to a survey conducted by Modern Bride magazine, the top 10 favorite
         honeymoon destinations: 1. Hawaii; 2. Jamaica; 3. Mexico; 4. Tahiti; 5. Florida; 6.      Modern Bride, 2001
         England; 7. Italy; 8. Bermuda; 9. France; 10. St. Lucia.
         According to a survey by Modern Bride magazine, number of stores visited when
                                                                                                  Jewelers' Circular
         shopping for an engagement ring: 1, 19%; 2, 9%; 3-5, 37%; 6-10, 16%; more than
                                                                                                  Keystone, 2001
         10, 2%; no answer, 17%.
         According to a study by Modern Bride magazine, 77% of the respondents said they
                                                                                                  Jewelers' Circular
         would return to the store where they bought their wedding jewelry for future fine
                                                                                                  Keystone, 2001
         jewelry purchases.
         A survey conducted by Modern Bride magazine discovered that 56% of respondents
                                                                                        Jewelers' Circular
         bought their wedding rings in a store other than where they purchased their
                                                                                        Keystone, 2000
         engagement ring.
         The Wall Street Journal, citing U.S. Census Bureau research, reported that the U.S.
         marriage rate was significantly higher in the Mountain States (thanks primarily to
                                                                                              The Wall Street
         Nevada's wedding industry), along with the East South Central States of Mississippi,
         Tennessee, Kentucky and Alabama. The Northeast region of the country had the         Journal, 2000
         lowest marriage rate.
         Business Trends                                                                          Source
         A 2002 report prepared by Packaged Facts calculates that the after-tax income of
         the engaged and newlywed population of the U.S. reached $229.5 billion in 2001, an MarketResearch.com,
         11.2% increase from 1997. The study projects this income figure to approach $272 2002
         billion by 2006.
         The 2002 Packaged Facts study estimates that 93% of engaged couples register
                                                                                                  MarketResearch.com,
         their wedding gift choices, with 95% of future grooms taking part in the registration
                                                                                                  2002
         process.
         In 2001, the total amount spent on weddings in the U.S. was estimated at $25.3
         billion. Where the money went: Receptions after the wedding, $10.8 billion; wedding



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         expenses (flowers, invitations, photos/video, transportation, bridal parties, rehearsal Bridal Guide, 2001
         dinners), $4.3 billion; wedding rings, $3.8 billion; honeymoons, $3.6 billion; wedding
         attire, $2.8 billion.
         The number of marriages in the U.S. has averaged around 2.25-2.40 million for the       U.S. Census Bureau,
         last 20 years.                                                                          2001
                                                                                                 National Bridal
         Bridal business is responsible for almost 21% of jewelry and watch sales.
                                                                                                 Service, 2001
                                                                                                 Marketing to
         Approximately 13% of the weddings held in 2000 included ethnic customs.                 Emerging Majorities,
                                                                                                 2001
         A 2001 survey by online bridal registry The Knot asked engaged couples how long
         they had known each other. The top three responses were: Three years or more,
         30%; one year, 25%; two years, 24%. Only 4% of the couples had known each other The Knot, 2001
         for less than three months.
                                                                                                 National Bridal
         Eighty percent of brides plan a formal wedding.
                                                                                                 Service, 2000
         In almost half of the weddings taking place in the U.S., either the bride or groom has
                                                                                                Time, 2000
         been previously married.
         Miscellaneous                                                                           Source
         According to a survey by online bridal registry The Knot, even if money were no
         object, 50.2% of engaged couples would prefer that a live band provide their            The Knot, 2002
         wedding entertainment, while 49.8% would rather have a DJ.
         The most frequent number of female attendants in a wedding, including the maid of
                                                                                            Society of American
         honor, is four. Sixty-two percent of weddings have a flower girl, while 56% have a
                                                                                            Florists, 2001
         ring bearer.
         A 2001 survey conducted by Bride's magazine revealed that 55% of engaged
                                                                                                 Bride's Magazine,
         couples considered eloping because the details of the wedding had gotten out of
                                                                                                 2001
         hand.
         Research by the National Center for Health Statistics shows that 59% of marriages       National Center for
         involving brides younger than age 18 end in separation or divorce within 15 years,      Health Statistics,
         compared to 36% of those women married at age 20 or over.                               2001


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