While the phrase “wedding boom” may sound like a bit of a play, there’s no better way to describe the post-pandemic surge of celebrations that filled the industry in 2021 and 2022. Postponed weddings pile into weddings recently booked, pushing event professionals. working overtime to keep up with market demands.
So, as we reach the middle of 2023, is the wedding industry still in a “boom”? Or is it safe to say we’ve made it to the other side as events level out?
Yes, inquiries are down across the sector.
But the “decline” is relative to the unsustainable workload of 2021 and 2022, so while many professionals have seen a decline, they remain employed at a pace closer to pre-pandemic times. However, fewer inquiries should not cause concern as couples’ preferences evolve.
For one thing, many couples cut back on spending during and directly after the pandemic. Job insecurity, inflation and supply chain challenges led to economic turmoil that was reflected in event budgets, even after the industry reopened. But now, couples are overcoming the uncertainties of the pandemic to plan weddings with fewer restrictions.
“While we have noticed a decrease in inquiries, we have noticed an increase in budgets,” confirms Nora Sheils of Rock paper coin i nuptial bliss. “Fewer weddings with a higher salary? This is what event professionals dream about.”
Jen Sulak of Strange weddings he also notes that competition is not as overwhelming as couples no longer have to make snap decisions to secure an overbooked seller. “Inquiries have slowed down a bit, but I’ve also noticed less intensity in bookings, which means they’re not as driven to scramble to book sellers right away,” he says. “They seem to be picking up the take your time to choose, search and review.”
But Sarah Chianese of Eat and enjoy! warns that many couples have shorter timelines, even if they take longer to book their team of providers.
“Newly engaged couples tend to plan for less than a year,” she reveals. “This is a generation of instant gratification! If you do everything right, the inquiries will come and go at a fervent pace with shorter turnaround times.”
Regardless of your market, you’re likely to experience a slowdown in bookings if you haven’t already. As you adjust to this new normal, here are some ways to use your time to increase your sales and marketing.
Review your fundamentals
Remember that business plan gathering dust in your file? Or is your budget barely breaking even? There’s a good chance you need to refresh your base, especially if you haven’t spent time working on your business recently.
“Many event professionals are finally taking a breather and are reworking their contracts, their pricing structure and looking at budgets,” says Sheils. “Professionals will likely need to raise their rates (if they haven’t already) and ensure they have a firm contract to protect them should the unthinkable happen again in the future.”
It’s easy to get lost in client projects, but remember that your business needs to be running properly to maintain steady work. And when the inside of your business makes sense, you’ll have more time and energy to give back to your customers without worrying. about something that breaks internally.
Get to know the modern couple
From virtual school to socially distanced dating, it’s safe to say the pandemic changed everyone’s lives. Now that we’re on the other side, it’s clear that couples’ expectations have changed in response to market fluctuations.
Perhaps most significantly, we’ve welcomed Gen Z into the wedding market in recent years, with the largest portion reaching their 20s. With that, Chianese notes the importance of “tailoring your marketing efforts and offerings toward Gen Z couples who are looking for unique experiences.”
Ava and the beeAdrienna McDermott agrees, adding that “Gen Z wants to be all about a guest experience full of surprises and delights. Think about how you can start catering to this audience!”
Market demands vary by geographic region and niche, so your ideal client will look different if you produce luxury weddings in Los Angeles and South Asian weddings in Miami. So, as you learn more about Gen Z, be sure to do your research in the context of your target audience.
Update your website
Inquiries may be slow, but that doesn’t mean couples aren’t actively researching vendors. And if you want to stand out in today’s saturated industry, your website must simultaneously inform and impress potential customers.
“Couples spend an average of six hours a week planning and 90% of it is done online,” explains McDermott. “If your online presence is not up to date, you will miss out on matches. Without a doubt, your website should be where you’re focusing a lot of your efforts in 2023.”
A visually appealing website is a good start, but McDermott stresses that content is just as important as aesthetics. “You have seconds to make a good impression and keep them on your website,” he says. “Make sure your home page makes it clear what you do, who you serve and where you’re located.”
It’s also worth updating your website with new weddings and testimonials several times a year. New content supports search engine optimization (SEO) and demonstrates a continued commitment to excellence. However, McDermott cautions against adding too much content to your site.
“Don’t have too many galleries,” he warns. “This leads to decision fatigue and overwhelm. The goal of website galleries is to showcase a wide variety and the best of the best.”
Aim to update your website at least twice a year, if not seasonally. Regular visits make this task reasonable, so you never have to deal with the overwhelm of a website review!
If the wedding boom left you burned out and exhausted, you can rest easy knowing we’re on the other side. The effects of the pandemic on demand have subsided, so industry professionals can settle into the new normal and look ahead to what’s to come.
Meghan Ely is the owner of Wedding PR and Marketing Company OFD Consultancy. Ely is an in-demand speaker, adjunct professor in the field of public relations, and a self-proclaimed royal wedding enthusiast.
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