The Business of Wedding Season

Cleveland, OH (May 2007) – Wedding season has begun, and this year, it’s bigger, better and more expensive than ever. The wedding industry has become a $50 billion business thanks to brides and grooms who are more passionate about creating the wedding of their dreams, and the ever-expanding budget can be seen in everything from designer gowns to destination weddings.

What characterizes the dream wedding of today? In pursuit of finding the most popular wedding colors, fashions and icons for today’s couples, trend spotters at American Greetings uncovered several key themes and helpful statistics that they used to create the newest cards for this wedding season:

• Going to the chapel: The number of marriages taking place in the United States in 2007 is estimated to be around 2.3 million, with 44,230 weddings expected to take place every weekend. The typical wedding will be a crowded affair, as the average ceremony and reception will include a guest total of 165 family and friends.

• More guests, more gifts: The U.S. Census Bureau suggests that the growing number of wedding guests is a reflection of older, more mature brides and grooms who have had time to make more friends and acquaintances. Also contributing to the growth could be longer engagements, now averaging 14 months, which give guests plenty of time to fit a wedding into their plans.

• Keep it colorful: While white has been the color most often associated with wedding celebrations, get ready to see shades of red, pink, brown and even black coming down the aisle on the bride this year. And it doesn’t stop there. Attendants are emerging from the limo in everything from subtle pastels to more passionate hues, like orange and aqua. One American Greetings card uses a subtle burnt orange accent in a sophisticated design and reads, “Today is the first day of the rest of your love…Congratulations on your wedding.”

• Popping the question: According to 2006 U.S. Census bureau statistics, the average age of an engaged woman is 27 while her fiancé is 29. Thanks to the onset of the holiday season, December is the most popular month to pop the question (15 percent).

More offbeat and trendy engagement cards have grown in popularity with the changing times, and anyone looking to celebrate this season can find the perfect offering in the Target card aisle.

One example features an artistic depiction of a newly engaged woman showing off her ring to two friends. The card reads, “You’re Engaged! Congratulations on your new bling.” Another more traditional card features a more modern message. The card, perfect to give to a future son or daughter-in-law, reads simply, “Welcome to the family…We’re so happy to have you.”

In addition to celebrating the engagement, friends of the bride are sure to celebrate her last days as a bachelorette. Many fun bachelorette cards can be found at Target, including one card that recognizes the true importance of any bride-to-be. The card features an offbeat pink, white and light brown color scheme adorned with a sparkling crown. The card reads, “Bachelorette queen…It’s your time to shine! Have Fun.”

• Wedding bells and bucks: The $50 billion dollar wedding industry has been aided by a significant increase in per wedding costs since 1990. The Conde Nast Bridal Group reports that the average cost of a wedding today is $27,000, which is almost twice the amount of the average wedding in 1990, which averaged $15,208. Increased details, inflated guest totals and the popularity of theme and destination weddings have all contributed to this cost increase in recent years.

• Destination “I do”: Destination weddings have become a hugely popular trend in the past decade. This year, 16 percent of all couples plan to celebrate a destination wedding, which represents a staggering 400 percent increase over the past ten years, according to Conde Nast. Couples choosing a destination wedding are also choosing a more expensive option. The average destination wedding costs $25,806 with an average of 63 guests in attendance.

• It’s not your parents wedding: It seems that the bride’s parents aren’t necessarily the only ones getting stuck with the bill for increasingly lavish weddings. Today, only 30 percent of all brides’ parents will pay for the entire wedding, reports Conde Nast Bridal Group. This customary practice has given way to a majority of couples (32 percent) who pay for the wedding themselves.

• Personalization on every level: American Greetings trend spottersnoticed that a couple’s wedding invitations provide an inside look into the personal touches they plan to add for their special day. Guests can show their attentiveness to the bride and groom’s style by picking a card and gift wrap or bag that complements the invitation color, which is likely to be the main color theme of the wedding.

• Summer weddings still popular: They don’t call it wedding season for nothing. While new trends have included a growth in the popularity of fall weddings, especially October (which The Knot refers to as “the new May”), the three most popular wedding months are still August (10.4%), June (10.3%) and July (9.9%).

American Greetings trend experts found that the time of year can have a big influence on the wedding setting and theme. For instance, summer weddings have been marked by light and delicate fabrics, an airy, whimsical atmosphere, more formal attire at receptions, the incorporation of ivory in various elements, and surprisingly, a great deal of destination weddings.

One card this season offers the perfect complement for a summer wedding. The card, bathed in plain ivory with a design of interweaving leaves accented by the addition of felt, makes a strong statement with a simple message. The card reads, “To have, to hold, to love…now and forever. Congratulations on your marriage.”

American Greetings wedding, shower, bachelorette and bride-to-be cards can be found in the wedding aisle at Target retail outlets, as well as participating drug chains, grocery stores and super centers nationwide. The newest cards for wedding season can also be found in American Greetings and Carlton Cards retail stores. Visit www.americangreetings.com/retailers for store locations.

About American Greetings Corporation
American Greetings Corporation (NYSE: AM) is one of the world's largest manufacturers of social expression products. Along with greeting cards, its product lines include gift wrap, party goods, stationery, calendars, ornaments and electronic greetings. Located in Cleveland, Ohio, American Greetings generates annual net sales of approximately $1.7 billion. For more information on the Company, visit http://corporate.americangreetings.com.