MajorsFeb 15, 2022
Kelly Waters Launches Wedding Party Gift Catalog SurveysFeb 16, 2022
Here Comes … A Lot of Couples Getting Married
The number of weddings is expected to near 2.5 million in the United States this year, a number not seen since 1984.
An estimated 2.5 million to 2.6 million U.S. couples are expected to tie the knot this year, the highest number since the mid-‘80s. Shane McMurray, CEO of The Wedding Report, attributes the increase to pent-up demand from 2020 and 2021, when the pandemic forced couples to postpone their weddings.
New York—In terms of organizing large-scale events, the last few years have felt a little like learning how to drive a stick shift—difficult at first, with a lot of jerky starts and stops and plenty of unexpected stalls.
Members of the jewelry industry are well-aware of these difficulties, with the industry’s stable annual slate of events turned upside-down for going on three years now.
Many couples looking to get married have experienced it too, with COVID-19 disrupting plans for big celebrations in 2020 and 2021, leading to expectations that there will be a lot of weddings in the United States this year.
Shane McMurray, founder and CEO of market research company The Wedding Report Inc., predicts about 2.5 million couples will tie the knot in 2022 and spend an average of $24,300 on their wedding, while The Knot released a similarly bullish forecast of 2.6 million weddings.
If achieved, it’ll be the highest number of weddings in the U.S. since 1984—when baby boomers, then 20-38, were in the prime age bracket for marriage—figures compiled by McMurray from the U.S. Census Bureau show.
It’s a boom that presents an opportunity for jewelers, from wedding-day jewelry for the bride or groom, gifts the couple exchanges, or presents for members of the wedding party.
Wedding Trends
Overall trends in the wedding industry mirror what’s probably the most predominant engagement ring trend right now—couples want something customized that reflects their individual personalities and relationships.
Sheavonne Harris, a wedding planner and owner of Events by Sheavonne, said she sees clients whittling down their guests lists to include only close family and friends, investing in after-parties, skipping the wedding cake in favor of other desserts—one couple she worked with had an ice cream truck—and/or doing away with the traditional bridal party.
Members of the jewelry industry are well-aware of these difficulties, with the industry’s stable annual slate of events turned upside-down for going on three years now.
Many couples looking to get married have experienced it too, with COVID-19 disrupting plans for big celebrations in 2020 and 2021, leading to expectations that there will be a lot of weddings in the United States this year.
Shane McMurray, founder and CEO of market research company The Wedding Report Inc., predicts about 2.5 million couples will tie the knot in 2022 and spend an average of $24,300 on their wedding, while The Knot released a similarly bullish forecast of 2.6 million weddings.
If achieved, it’ll be the highest number of weddings in the U.S. since 1984—when baby boomers, then 20-38, were in the prime age bracket for marriage—figures compiled by McMurray from the U.S. Census Bureau show.
It’s a boom that presents an opportunity for jewelers, from wedding-day jewelry for the bride or groom, gifts the couple exchanges, or presents for members of the wedding party.
Wedding Trends
Overall trends in the wedding industry mirror what’s probably the most predominant engagement ring trend right now—couples want something customized that reflects their individual personalities and relationships.
Sheavonne Harris, a wedding planner and owner of Events by Sheavonne, said she sees clients whittling down their guests lists to include only close family and friends, investing in after-parties, skipping the wedding cake in favor of other desserts—one couple she worked with had an ice cream truck—and/or doing away with the traditional bridal party.
“There’s been a focus on what they actually want, as opposed to what they are supposed to have.”— Sheavonne Harris, Events by Sheavonne
And just as some brides opt for a colored stone engagement ring, some choose to wear wedding dresses that are not all white, whether it’s a pop of color in a sash or overlay, a subtle all-over shade, or a bold hue.
Harris said one of her recent brides wore pink while another chose green, a trend she expects to continue.
Couples want to look back on their wedding day and say, “it was exactly as we wanted it to be,” not, “we did this because we felt obligated.”
“There’s been a focus on what they actually want, as opposed to what they are supposed to have,” Harris said. “It’s definitely [them questioning], ‘I don’t want to do this, so why do I have to have it?’”
McMurray said in his research, he also sees couples breaking from tradition, for a few reasons.
First, cutting out some traditions—say, the cake or the flowers—allows them to be able to afford exactly what they want in other areas, like the caterer, venue, or photographer.
This is especially true in 2022 as couples battle inflation, supply chain issues, and labor shortages. (Getting labor for events is “really hard right now,” McMurray noted.)
Secondly, many couples are footing the bill for all, or at least some, of their weddings so they feel free to design the sort of ceremony and celebration they want.
The Wedding Report has a rundown from 2017 detailing how often couples pay 100 percent of the cost for various aspects of their weddings, from the engagement ring (85 percent of the time) to musicians for the big day (62 percent).
On average, today’s couples pay 100 percent of the cost for various aspects of the ceremony and celebration 72 percent of the time, according to The Wedding Report.
Lastly, McMurray sees the trend of breaking from long-held practices around weddings and wedding ceremonies as a reflection of a society that is becoming less tradition-bound.
What’s trending in terms of wedding-day jewelry? Panelists on a recent National Jeweler webinar on engagement ring trends said diamonds and pearls. Assael’s “La Feuille” earrings ($11,900) with South Sea cultured pearls and 1.22 carats of marquise-cut diamonds have both.
As for the timing of the 2.5 million weddings, McMurray said the core months for weddings vary depending on region but, typically, most weddings happen in May or June, and then September or October.
But if places are booked in 2022, that might force couples to look at traditionally less popular months, like July and August.
‘Til Demand Dies Down
While the expected bump in the number of weddings presents an opportunity this year, McMurray noted that it’s more of a pandemic-induced spike than a long-term uptick.
Data from the Centers for Disease Control and Prevention shows that the U.S. marriage rate—meaning the ratio of marriages to the entire population—has been flat or declining since the mid-1980s, something McMurray points out to his wedding vendor clients.
(The CDC keeps statistics on births, marriages, divorces, and deaths, all considered “vital statistics.”)
He said many in the wedding and wedding-adjacent industries expected a big boom in nuptials in the United States when the millennials, the shadow generation of the 70-million-plus baby boomers, reached marrying age.
National Jeweler was among them. In August 2010, this publication ran an article in its print edition titled “Here Comes the Millennial Bride,” detailing how, “boomers’ children [are] expected to have a big impact on the bridal market.”
But the boom hasn’t happened, at least not yet.
In the decade since that article was published, the number of weddings in the U.S. has hovered between 2.1 million and 2.2 million each year, U.S. Census data shows.
Meanwhile, data from the CDC shows that the marriage rate held steady at 6.8 marriages per thousand people from 2010 to 2013.
It ticked up to 7.0 by 2016 but has since fallen off again, dropping to 6.1 marriages per thousand people in 2019.
According to the data, that’s below the lowest marriage rate recorded during the Great Depression (7.9 in 1932) and well below the post-World War II peak in 1946, when there were 16.4 marriages for every 1,000 people.
Looking past 2022, McMurray predicts the number of weddings will return to pre-pandemic levels. He forecasts 2.2 million weddings for 2023 and 2024, and 2.1 million for 2025.
“We’re only looking at a lot of weddings [this year] because of COVID and that’s really the issue,” he said. “It’s not growth. It’s pent-up demand.”
More on Surveys
The Latest
Events & AwardsDec 20, 2024
Two Participants Complete Inaugural Ella Klein InternshipJamie Dunton and Gabriella Botelho are the first graduates of the program, created by the WJA Foundation and Julius Klein Diamonds.
CollectionsDec 20, 2024
Piece of the Week: Retrouvaí’s Ring for CharityIn the spirit of giving, Retrouvaí will donate $4,000 from the sale of this ring to the Los Angeles Regional Food Bank.
IndependentsDec 19, 2024
Michigan’s DeVries Jewelers Unveils New Location in Time for the HolidaysCo-owner Dan DeVries shared what it’s like moving into a space triple the size of its old store and how it feels to be a “real jeweler” now.
Brought to you by
De Beers Group Launches Holiday Campaign for Natural Diamonds‘Forever Present’ campaign revives the iconic A Diamond is Forever tagline and celebrates the diamond dream.
CollectionsDec 19, 2024
State Property Transforms Spain’s Generalife Gardens into JewelryAlong with the latest “Gardens” collection, the brand has released limited-edition designs offering more indulgent pieces.
Weekly QuizDec 19, 2024
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CrimeDec 19, 2024
Alleged Jewelry Thieves Attempt Rowboat EscapeThe man and woman are accused of stealing jewelry from a shipping container then trying to flee by paddling a small boat out into a bay.
SourcingDec 19, 2024
The Second-Largest Diamond Ever Found Now Has a Name The 2,488-carat diamond recovered from a mine in Botswana has been dubbed “Motswedi” while its 1,094-carat sibling is “Seriti.”
Brought to you by
Advocacy and Excellence: How Jewelers of America Is Committed to Elevating Our Industry For over a century, Jewelers of America has been the voice of the industry and valuable resource to jewelers across the country.
SourcingDec 19, 2024
Gemfields Reports Record Ruby Auction Results Despite Challenges at SourceThe average price per carat hit a record high for the miner, which said it remains unaffected by the conflict in Mozambique.
AuctionsDec 18, 2024
Alexandrite Ring Sells for Record-Setting $1.9M at Sotheby’sThe nearly 17-carat stone made history for the color-change gem that, according to the auction house, is experiencing a “notable surge” in the market.
WatchesDec 18, 2024
Historic Titanic Pocket Watch Winds Its Way Back to Tiffany & Co. More than a century after survivors gifted a Tiffany timepiece to the captain of the ship that rescued them, the jeweler has reclaimed it.
TechnologyDec 18, 2024
Picchiotti Utilizes AI in ‘Spotlight’ Video CampaignThe videos highlight how pieces from the “Xpandable” and “Reversible Xpandable” collections put the wearer in the spotlight.
IndependentsDec 18, 2024
Industry Veteran Steve Feldman Set to RetireFeldman reflected on 45 years in the jewelry industry and clarified that it’s not a total retirement.
Events & AwardsDec 17, 2024
Chanel to Receive Gem Award for High Jewelry ExcellenceThe luxury brand is being honored for excellence in high jewelry design in its “Haute Joaillerie Sport” collection.
SourcingDec 17, 2024
Frank Circelli, Founder of Gem Shopping Network, Dies at 75Circelli was a pioneer in the world of TV shopping who is remembered for his passion for gemstones and his big personality.
AuctionsDec 17, 2024
Blue Diamond Fetches $8.8M at Christie’sThe nearly 6-carat stone headlined the recent jewelry auction, which also featured Mica Ertegun’s jewelry.
CrimeDec 17, 2024
‘Black Bin Crew’ Robbers Get 14-16 Years in Prison The three men, who got their nickname because they’d toss the jewelry they stole into black plastic bins, were arrested back in August.
TrendsDec 16, 2024
Marion Fasel’s New Book Delves Into the History of Engagement Rings“The History of Diamond Engagement Rings: A True Romance” is a 128-page small-format book containing more than 165 images.
WatchesDec 16, 2024
Take a Look Inside the New Rolex Boutique on Rodeo DriveGearys opened a 6,200-square-foot Rolex store with a design that pays homage to the brand’s connection to the ocean.
GradingDec 16, 2024
GCAL By Sarine Expands 8X to 2 More Fancy Shapes The diamond cut grade is now available for marquise- and pear-shaped diamonds.
SourcingDec 16, 2024
Diamonds Do Good Announces 2025 Award RecipientsDDG said the honorees’ business practices embody a commitment to positive social impact, industry innovation, and community empowerment.
TrendsDec 13, 2024
Selena Gomez Said ‘Forever Begins Now’ to Marquise Diamond Engagement RingEstimates on the size and value of the solitaire diamond, which is mounted on a diamond pavé-set yellow gold band, vary.
TrendsDec 13, 2024
Piece of the Week: Martin Katz’s Tanzanite Drops These half-moon tanzanite earrings totaling 25 carats are part of a special trunk show taking place this weekend in Dallas.
Recorded WebinarsDec 13, 2024
Watch: The Highs and Lows of 2024The National Jeweler editors recap the top news, the best jewels, and their favorite stories of the year.
AuctionsDec 12, 2024
Tom Brady’s Watches Top $4M at Sotheby’s AuctionThe highest-grossing lot of the sale was the retired QB’s Rolex Paul Newman Daytona “John Player Special.”
SourcingDec 12, 2024
Grizzly Emerald Auction Garners $22.4MRecent expansion initiatives at the Zambian emerald mine have shown strong production numbers, said Grizzly founder Abdoulaye Ndiaye.
MajorsDec 12, 2024
Mark Henry Appoints New Director of SalesCarrie Forman joins the brand to guide it into the next phase of growth with major and independent retailers in the U.S. and abroad.
