The Cost of Love
Bride to Be Reveals Cost of Love
THE ONLY NATIONAL SURVEY ON AUSTRALIA’S $5.8 BILLION BRIDAL INDUSTRY
Australia’s number one bridal magazine, Bride to Be, has revealed findings from its seventh Cost of Love study, the only national survey of its kind and the bridal industry’s benchmark.
The Australia wedding industry is currently estimated to be worth over $5.8 billion* and has nearly doubled in size since 2001. The average spend on a wedding now stands at $48,296, increasing by 73% in the past decade (three times the rate of inflation).
Sarah Gawthorne, editor, Bride to Be, comments, “Quite simply, the Australian wedding business is big business. During 2009, the highest number of marriages ever were registered in Australia and with more brides, there?s a real need for in-depth and current bridal market knowledge – and more opportunities than ever before for brands and marketers.
“Bride to Be’s flagship Cost of Love survey is now firmly established as the country?s leading authority on bridal motivations, trends and spends. Our advertisers trust it, the industry respects it – and our readers love participating in it.”
New advertisers to Bride to Be in the last quarter include Boucheron, Bvlgari, Cartier, Carla Zampatti, Harvey World Travel, Meyer, Napoleon Perdis and Riedel.
Since inception in 1997, Cost of Love has considered thoughts, feelings, purchase patterns, intentions and overall fashion, beauty, styling, reception and travel trends.
Over 3000 respondents participated in this latest research programme. Highlights include:
- The average Australian wedding is now costing couples $48,296 – on par with the respondent?s average annual income
- 1 in 3 couples will now announce their engagement via social networking avenues such as Facebook or Twitter
- Diamonds are still a girl?s best friend, but the popularity of other stones is growing. In particular sapphires have doubled since the last survey in 2008 – perhaps Prince William?s choice of engagement ring for Kate Middleton could be the reason for this new trend?
- Food and drink spend is the highest in history, but the number of guests have gone down (to an average of 96 people) – brides are opting for quality not quantity.
- 3 in 5 respondents admit they expect to exceed their wedding budget
- 4 in 5 couples live with each other before getting engaged
- Nearly 70% will purchase cosmetics and fragrance in the lead up their wedding
- Honeymooners are living it up, holidaying for an average two weeks and spending almost $7000
- On paper, couples may not have been married, but in many respects had „tied the knot?, with:
*54% already having a joint savings account
*43% already having purchased a car together
*39% already taken out a home loan
Cost of Love findings have been fully integrated back into the on-going direction of the magazine.
Sarah Gawthorne, editor, Bride to Be, says, “While bridal fashion, venues and real weddings are still a very big part of Bride to Be’s content, the new look will also focus on an expanded view of travel, beauty and living – areas which Cost of Love has proved are growing market sectors and increasingly important to our readers. We look forward to revealing a new look and new focus that?s backed by the strength of the country?s most extensive bridal survey.”
Bride to Be has undergone a redesign, rolling-out from the current February issue and fully revealed in the May issue (on sale 4th May). Nearly all sections of the magazine will carry a new look, with new section openers, layouts, fonts and features. Additional up-front news, fashion, styling and reception pages have been added, with a better flow and more current and trend-focused approach throughout.
The printed magazine has also built stronger ties with its online version (www.bridetobe.com.au), with additional supplier and planning information that link directly to the in-magazine content.
* Cost of Love and Australian Bureau of Statistics