The U.S. Marriage Market: The Engaged and Newlyweds as Consumers of Household Goods

Countries covered: United States

 

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Marketers, retailers, bridal magazines, bridal shows, and online wedding resources are increasingly coordinating their efforts to capture the business of the engaged/recently married population. A major focus has been to expand the marriage market beyond its traditional categories, particularly to encompass all home products, including major appliances, furniture, and consumer electronics, as well as the more traditional tableware, linens, small appliances, and cookware. Moreover, to extend the reach of their bridal/gift registries, retailers have been taking them online, and retail nonpareil Wal-Mart has now committed fully to the registry concept. This Packaged Facts report provides comprehensive demographic profiles of engaged or recently married U.S. consumers, along with market size estimates and trend projections. An examination of overall marketing trends precedes individual chapters on Household Appliances and Furnishings, Consumer Electronics, Kitchenware/Tableware/Linens, and The Retail Arena, each of which uses current Simmons Market Research Bureau consumer data, supplemented by market data from a wide array of other sources, to analyze the impact of the engaged/recently married population in myriad product categories.

Additional Information

Market Parameters

This report examines the marriage market, which Packaged Facts defines as including both engaged men and women as well as those who have been married for 12 months or less. Following a Statistical Overview chapter on the marriage market demographic, this report provides focus chapters on Marketing Trends, Household Appliances and Furnishings; Electronics; Kitchenware, Tableware, and Linens; and the Retail Arena.

Report Methodology

The information contained in this report was obtained from primary data and secondary research. The analysis of consumer demographics primarily derives from the Simmons Market Research Bureau (New York, NY) fall 2000 consumer survey, based on 31,576 respondents. Secondary research entailed data-gathering from relevant trade, business, and government sources, including the U.S. Census Bureau.

The following companies are mentioned within the scope of The Retail Arena chapter.

Department / Home Stores, such as Sears, Macy's, Eddie Bauer, JC Penney, Kohls, Bed Bath and Beyond, Dillards, Service Mechandise, Kaufmann's, Foley's, Robinson's May Co., Frank's Nursery & Crafts, Filene's, Marshall Field's, Carson Pirie Scott, Linens 'n Things, and Lord & Taylor.

Discount Stores, such as WalMart, KMart, Target, TJ Maxx, Marshall's, Ames, Dollar General Store, Family Dollar Stores, Big Lots, Value City, Meijer, Ross and Mervyn's.

Children's Stores, such as Toys 'R Us, Warner Bros., Disney, Kids 'R Us, Gap Kids / Baby Gap, Babies 'R Us and Kay Bee Toy & Hobby Shop.

Office Supply / Computer Stores, such as Staples, Office Depot, Radio Shack, CompUSA, Office Max, and Software, Etc.

Home Electronic Stores, such as Best Buy, Circuit City and Radio Shack.

Home Improvement Stores, such as Home Depot, Lowe's, Menard and Payless Cashways.

Catalogs, such as JC Penney's, Fingerhut, L.L. Bean and Land's End.

PRESS RELEASE

Number of newlyweds in the U.S. predicted to rise 2% by 2006 to reach market potential of $272 billion

New York, January 21/PRNewswire - The after-tax income of the engaged and newlywed population of the U.S. reached $229.5 billion in 2001, an 11.2% increase from 1997, according to The U.S. Marriage Market: The Engaged and Newlyweds as Consumers of Household Goods, a new research report published by Packaged Facts and available through MarketResearch.com. As the size of the Marriage Market grows over the coming years, the income of this enormously important consumer demographic is expected to hit nearly $272 billion by 2006. The U.S. Marriage Market explores in detail both the trends that will contribute to this market expansion, and the effect that a growing market will have on key players.

Newlyweds and the engaged are among the nation’s largest consumers of major appliances, furniture, and consumer electronics, as well as tableware, linens, small appliances, and cookware, often obtaining these items as wedding presents selected through a registry. Household goods represent up to ninety percent of the registry business, and nearly 93% of engaged couples register their wedding gift choices, with 95% of future grooms taking part in the registration process.

“Not only are greater numbers of people getting engaged and married in the United States, but they are also registering for more gifts and at multiple stores,” said Meg Hargreaves, VP of Research Publishing for MarketResearch.com. “The population of engaged and recently married couples represents a significant and growing opportunity to retailers.”

The U.S. Marriage Market: The Engaged and Newlyweds as Consumers of Household Goods provides comprehensive demographic profiles of engaged or recently married U.S. consumers, along with market size estimates and trend projections.