Annual Australian wedding survey results

2015Supplier exclusive

Hello and welcome to this exclusive supplier edition of Easy Weddings’ annual Australian wedding survey results for 2015.

More than 2,220 Australian brides (and a few grooms) answered our survey, the biggest in the country, and, in the following pages, we’ve shared what they’ve told us about their wedding planning.

These results represent the latest, most accurate industry insights around weddings in Australia and we hope you’re able to use them to better promote your products and services to brides in the coming year.

Matt Butterworth

CEO and Founder,Easy Weddings

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Cover image: Ben Yew Photography This image: Blue Sky Photography

In July and August 2015, Easy Weddings, Australia’s most popular wedding website, conducted its annual wedding survey.

More than 2,220 engaged Australian couples shared their wedding planning experiences, telling us everything from how long they were engaged, to their thoughts about same-sex marriage and, of course, the overall costs of their big day.

The results paint the most accurate, up-to-date and authoritative picture of Australia’s wedding industry and modern couples.

Annual Australianwedding survey 2015

is the average spendon a wedding dress

$1,925

are the most popular colour themes

Blue, pinkwhite and purple

support same-sex marriage

79%is the median age at

marriage for men

32is the median age atmarriage for women

29.2

The most popular months in which to marry

October, November, September, March

The least popular months in which to marry

July, June, January, May

is the annual number of marriages in Australia **

118,962This is up

10% from five years ago

is the average number of guests

100.4

21 monthsis the average length

of an engagement

The most popular overseas honeymoon destinationsUSA/Hawaii, Fiji, Europe, Thailand

of couples are having a honeymoon91.4%

of couples marryin their home state

89%

This is down from 105 in

2005

Final costs are, on average,

53% higher than original

budget

$28,048Anticipated wedding cost

$36,200Actual wedding cost*

$23,584Original wedding

budget

* Australian Securities and Investments Commission’s estimate of the average cost of a wedding in Australia** Australian Bureau of Statistics Marriage and Divorce Statistics 2013

Australian weddings at a glance

insightMost brides are digital natives who will research and plan their weddings almost entirely online.

95% of brides-to-be consult a specialist wedding website when planning their big day.

Reviews and a wedding supplier’s own website will help determine whether they’re chosen – or not.

72% of consumers trust online reviews as much as personal recommendations.

Brides are increasingly using mobile devices to research their wedding and wedding suppliers.

60% of Easy Weddings’ monthly website traffic is mobile. This figure has doubled over the past two years.

what you can do Ensure your website is mobile friendly, that it is attractive to your target demographic

and that you have plenty of reviews.

Remember: Our businesses mature over time, but our customers (engaged couples) remain,

largely, the same age.

insight Potential customers are likely to experience your products or services before

they choose their own suppliers in the same category.

what you can doEvery wedding is a chance to showcase your work to potential customers. Not only is it a chance to get in front of future brides, but you’ll be seen by future grooms, bridesmaids and parents of couples marrying. No matter how big or

small a wedding, always put your best foot forward. You never know who will see – and want – your offerings. Assume about 20% of guests at

every wedding are potential customers.

71% of brides have attended at least

in the 12 monthsprior to their wedding

one wedding86% of brides are under 34 years of age

Image: Dreamlife Photos & Video Image: Dezine by Mauro

insightThis means brides are planning for their big day long before it arrives

and they’ll be securing suppliers at different times throughout this period. For example, venues are usually booked earlier than decorations.

what you can doKnow that brides will be researching and looking at your profile page across the duration

of their engagement, so keep your profile page and website content up to date and dynamic. Also, when brides make early enquires, remind them to ‘shortlist’ you on

Easy Weddings so when they are ready to buy, your details are close at hand.

72% of brides are engaged for

with the average engagement being

21 months

7-24 months

Image: Ben Yew PhotographyImage: Ben Yew Photography

legalised

79% of brides believe same-sex marriage should be

insight Though same-sex marriage is yet to be legalised in Australia, it is widely considered

to be inevitable. Estimates project same-sex marriage will contribute more than $1 billion to the Australian wedding industry over two years once legalised.

what you can doDon’t assume every enquiry you receive will be for a bride and groom.

Consider the language used on your website and profile page, as well as in other communications, and limit gender-specific words such as bride, groom

or bridesmaid, replacing them, where possible, with gender-neutral words such as couple or attendants.

89% of weddingsare performed in thebride’s home state

insightAlthough we hear a lot about destination weddings, the vast majority of your potential customers will be

located in your local area or state.

what you can doMake sure you localise your website and your Easy Weddings

profile with a local phone number and a local address, and ensure your content is relevant to the market

you’re advertising in. If you have a national listing, show how you service each state and region.

Image: Dreamlife Photos & Video

Image: Le Time Photography

insightThough the average wedding spend is $36,200, the average spend for those expecting to pay

more than $30,000 is $45,000.

what you can doConsider presenting customers your premium

packages and services first rather than your least expensive offerings. Think about your pricing

structure and how it is displayed on your website and other marketing material, remembering that the first figure your customer sees is the figure

they will expect to pay.

41% of bridesplan to spend more than

on their wedding$30,000

insightCouples are prepared to spend more than their initial budgets to ensure their weddings are exactly what they want. While average guest numbers are down 5%, the average spend per guest is up. Weddings are

an emotional event and couples are seeking to offer guests a truly memorable (and fun) experience.

what you can doIn your marketing, focus on the experience, not just your products or services. Help your customers

envision their special day and demonstrate how your offerings can help deliver that vision.

Final wedding costs are, on average,

than originally

budgeted

53% higher

Remember, if a customer asks you what your price is up front, it’s not necessarily that they want the cheapest price, it may be that they don’t know what else to ask!

Image: Luisa Dingal Blanco Photography and Film

insightWith most brides engaged for about 21 months, all year is wedding season.

what you can doEnsure you have taken care of all the back-end and preparatory elements

of your business in the off-peak months. That way, you’ll be ready to fill your calendar with weddings during peak periods - without being distracted by

a need to market your business. Off-peak business boosting activities could include holding competitions, optimising your website and

Easy Wedding profile, and lots of social media awesomeness! .

Image: Will Hartl Photography

with 50% of weddings happening in these months

Peak months for weddings, in order of popularity, areOctober, November, September and March

are the least popular months for weddings in Australia (in that order)

July, June, January and May

The most popular wedding colours in Australia are blue, purple, white and pink

what you can doEnsure your Easy Weddings profile and your

website showcase the weddings you’ve serviced that feature these colours. If you are a product-based business, ensure you

have lots of offerings in these colour choices available.

Images: Urban Earth Photography

insightThe majority of brides are looking for the perfect wedding dress – and they’re

willing to spend a significant portion of their budget on the right one.

what you can doEnsure you stock gowns in all price ranges in your portfolio, not just

the lower-cost ones. Don’t neglect to include high-end gowns.

28% of brides spend more than

wedding dress. $2,500 on their

The average bride will spend $1,925

insightThe majority of couples will be

away enjoying themselves on their honeymoon for the first few weeks

after the wedding.

what you can doWhen you contact brides for feedback and reviews, wait until they get home from their honeymoon. Set yourself a reminder to call or email them 20

to 24 days after their wedding day to ensure they’re around to respond.

70% of Australia’s brides consult Easy Weddings when planning their big day

12,500,000 million page views per year

330,000+ users per month

133,500+ supplier reviews

103,000+ Facebook fans

20,000+ products in our gift registry

2,000+ blog posts

870+ Real Weddings

And, here are Easy Weddings’ stats*:

51% of couples honeymoonimmediately after their weddingand more than70% of honeymoonslast 2-20 days

* Correct at the time of printing, but those figures are probably WAY bigger now!

Image: One of the scenes from Easy Weddings ‘ 2015 TV commercial which features 14 of our suppliers

We’re here to help. If you’d like to discuss how you can make the most of these exclusive insights to grow your business,

please get in touch: service@easyweddings.com.au

or 1800 155 122

www.easyweddings.com.au

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