The number of marriages in the United States has reached a 40-year high, and Amazon has become the first choice for purchase

In Western countries, people will make a list of things they need for the wedding before holding a wedding and register it with retailers, and then buy the goods according to the list. According to surveys, in the United States, Amazon has become the first choice for newlyweds to buy wedding supplies.

According to survey data released by Baird Research in January 2022, 45% of newcomers chose to register with Amazon , 30% with Bed Bath & Beyond , and 26% with Target .

The rankings have changed a lot since Baird began the survey in 2017. Back then, Bed Bath & Beyond topped the list with 44% penetration, followed by Target (29%), Amazon (20%) and Macy's (19%).

Bed Bath & Beyond is the largest home and bedding chain in the United States. Before Amazon, Bed Bath & Beyond has always been the first choice for couples to buy wedding supplies. But this year, only 30% of couples chose the retailer, down from 33% in the first half of 2021 and 34% in the second half, creating the lowest level in six years.

Wedding registries are an important metric for home goods retailers. Justin Kleber, a retail analyst at Baird, said profit margins tend to be higher on items purchased from wedding registries. If a company wins a couple 's business during their wedding, it can strengthen customer loyalty and become top of mind for the couple when they make other home goods purchases, he said .

Wedding registries may also take on greater significance this year. Many analysts expect a wedding boom in 2022 as couples move forward with ceremonies and larger celebrations after postponing weddings due to the pandemic. According to projections from The Wedding Report, 2.5 million people are expected to attend weddings in the U.S. this year — which would be the highest level in four decades .

Baird said that consumer choices and preferences are also changing, and retailers are also facing some new challenges. More engaged couples are choosing honeymoons instead of requesting knife blocks, towels and duvets . Travel is becoming more and more popular. When the first survey was conducted in 2017, only 10% of couples chose to travel, while this year it was 16%. Among the younger generation, the demand for experience is more important than gift purchases.

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