NEW YORK (January 4, 2011) – The Knot Inc. (NASDAQ: KNOT), the leading lifestage media company with the top two wedding websites TheKnot.com and WeddingChannel.com, today released the results of its 3rd annual The Knot Market Intelligence 2010 Bridal Registry Study. The most definitive report on wedding registry research from The Knot Market Intelligence, a research division of TheKnot.com, the 2010 Bridal Registry Study tracks the multibillion-dollar wedding registry market by capturing detailed feedback on wedding registry decisions, influences, and product and retailer choices from nearly 12,000 couples who were married in 2010.
“With 8 out of 10 brides using TheKnot.com and WeddingChannel.com, we are the only source that’s able to provide a statistically accurate dissection of wedding registry behavior and trends,” said David Liu, CEO of The Knot Inc. “The 2010 Bridal Registry Study offers unparalleled, actionable insight into the multibillion-dollar registry industry, making it a critical tool for retailers and manufacturers looking to understand the decisions engaged couples make during the gift registry process. We’re thrilled to provide the quality and level of detail the industry needs to guide it into the future.”
THE KNOT MARKET INTELLIGENCE 2010 BRIDAL REGISTRY STUDY: TOP 10 REGISTRY STATISTICS
- U.S. engaged couples who register: 1.5 million; 88% of engaged couples set up a registry
- Average number of retailers an engaged couple registers at: 3
- Top 3 wedding registry retailers: Bed Bath & Beyond, Target and Macy’s
- When brides register: nearly 6 months before the wedding, on average
- Fiancé involvement in retailer selection: 70%
- Average number of items a couple registers for: 151
- Average family gift spend vs. friend gift spend: $146 vs. $79
- Most popular registry items: bakeware (91%) and kitchen appliances/electrics (90%)
- Top registry item qualities: practical (53%), casual (34%) and traditional (31%)
- Post-wedding, average percentage of registry couples expect to purchase themselves: 20%
THE KNOT MARKET INTELLIGENCE 2010 BRIDAL REGISTRY STUDY: KEY 2010 BRIDAL REGISTRY TRENDS
The top two retailers gained market share.
- Couples are increasingly setting up primary or secondary registries at Bed Bath & Beyond (61% in 2010, up from 56% in 2009) and Target (51% in 2010, up from 47% in 2009). The top three registry retailers, Bed Bath & Beyond, Target and Macy’s, represent nearly 70% of primary bridal registries.
- Geography impacts store selection.
Northeast: More likely to register at Macy’s, Crate & Barrel, Williams-Sonoma and Bloomingdale’s
South: More likely to register at Bed Bath & Beyond, Target and Walmart
Midwest: More likely to register at Target and Kohl’s
West: More likely to register at Macy’s and Crate & Barrel
Wedding websites and social networking platforms are gaining traction in registry communication.
- For the third consecutive year, the creation of personal wedding websites has grown, with most couples using them as a registry hub for guests. A majority (61%) of registering couples in 2010 used a personal wedding website to communicate registry information to their guests, compared with 53% in 2009 and 47% in 2008. Older brides ages 25 to 34 were more likely to spread the word via a personal wedding website.
- In addition, social networking platforms such as Facebook, Twitter and MySpace are increasingly being used to communicate registry details. In 2010, 12% of registering couples shared registry details with friends and family via a social networking site, versus a mere 5% in 2009. Younger brides ages 18 to 24 were particularly more likely to let guests know about their registry via social networking sites.
- Relying on friends and family members to spread news about registries has consistently been declining: from 71% in 2008 to 66% in 2010.
The Internet is increasingly influencing wedding registry set-up and management.
- While in-store initial registry set up continues to be popular (57%), online-only registry management has increased significantly since last year – 79% in 2010 compared with 69% in 2009.
- The Internet continues its dominance as the most meaningful planning source: 41% claimed the Internet was “very influential,” followed by friends and family (especially Mom) at 37% and consumer reviews at 27%.
With couples registering at more stores, there’s a clear desire for an aggregated experience.
- More than half (52%) of registering couples registered at three or more retailers, while a majority of couples (89%) registered with more than one retailer.
- A small, but growing number (5%) of engaged couples created a universal registry, and an even larger number (2 out of 3 brides) would’ve been interested in creating a universal registry if they’d known about it.
Group gifts are expected and received.
- When it comes to gifting, a majority of couples (69%) included higher-priced items in expectation of group gifts. And guests didn’t disappoint; an overwhelming 65% of married registering couples did, in fact, receive at least one group gift.
About The Knot Market Intelligence 2010 Bridal Registry Study
More than 11,500 qualified couples – of mixed ethnicities, education, and income levels – were polled across 50 states. All qualified respondents:
- Were 18 or older
- Were planning/had a wedding in 2010
- Were in the process of/had completed registering
The survey was fielded in August 2010 and was administered by Digital Research Inc. on behalf of The Knot Market Intelligence Group.
Topline data highlights from The Knot Market Intelligence 2010 Bridal Registry Study are available at TheKnotInc.com/tkmi, while complete custom analyses and reports are available for purchase by contacting firstname.lastname@example.org.
About The Knot Inc.
The Knot Inc. (NASDAQ: KNOT; http://www.theknot.com) is the premier media company devoted to weddings, pregnancy and everything in between, providing young women with the trusted information, products and advice they need to guide them through the most transformative events of their lives. Our family of premium brands began with the industry's #1 wedding brand, The Knot, and has grown to include WeddingChannel.com, The Nest and The Bump. Our groundbreaking community platforms and incomparable content have ignited passionate communities across the country. The Knot Inc. is recognized by the industry for being innovative in all media -- from the web to social media and mobile, magazines and books, and television and video. For our advertisers and partners, The Knot Inc. offers the consummate opportunity to connect with our devoted communities as they make the most important decisions of their lives. Founded in 1996, The Knot Inc. is made up of four major revenue categories: online sponsorship and advertising, registry services, merchandise and publishing. The company is publicly listed on NASDAQ (KNOT) and is headquartered in New York City.
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