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Weddings - US - May 2013

“While the wedding market has returned to modest growth, a smaller share of the population is choosing marriage and more opting to cohabitate without commitment instead. Industry players will need to look beyond the traditional parameters of weddings to attract marriage holdouts. Other avenues for market growth include answering other pressing issues—namely, alleviating stress associated with wedding planning and leveraging expert guidance to create a meaningful, customized wedding.”

– Fiona O’Donnell, Senior Analyst, Lifestyles and Leisure

Some questions answered in this report include:

  • Could redefining the idea of weddings help attract marriage holdouts?
  • How can marketers help alleviate the stress of planning a wedding?
  • How can wedding planners demonstrate value?
  • How can local wedding industry players compete with the lure of a destination?

 

Americans are willing to make a significant investment in the once-in-a-lifetime experience of planning their wedding, which is a well-established market worth an estimated $53.4 billion in 2012. However, changing views of marriage have resulted in a lower percentage of the population opting for marriage and a longer wait to first marriage among those who do. Due to the idea of marriage becoming somewhat of an optional tradition rather than a necessity for a committed couple, weddings to celebrate the occasion are also at risk.

The good news for the wedding market is that, among those who choose to marry, the average amount spent per occasion continues to increase. Furthermore, while the trend in weddings is to skew more toward casual rather than formal, couples are concentrating more on the guest experience and creating a memorable “party”—which provides promise that a new concept for what constitutes a wedding might be evolving.

 

This report analyzes the current state of weddings in the U.S.

Mintel defines a wedding as a ceremony in which two people are united in marriage or a similar institution.

For the purposes of this report, Mintel considers a wedding to include both the ceremony as well as the celebration that is traditionally held to recognize the union, which generally takes the form of a post-ceremony reception.

Destination weddings (which require participants to travel to a distant location, and require guests to purchase airfare or hotel and accommodations) are included, but are not the focus of the report.

 

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Other industry data
              • Consumer survey data
                • Advertising creative
                  • Abbreviations and terms
                    • Abbreviations
                      • Terms
                      • Executive Summary

                          • The market
                            • A $53.4 billion market
                              • Figure 1: Total U.S. wedding market value, 2007-17
                            • Nearly half of couples spend $10K-29.9K on their wedding
                              • Figure 2: Spending distribution of weddings, 2011
                            • Market factors
                              • Marriage rate declines
                                • Figure 3: Percentage of U.S. population aged 15+ who are married, 1960-2011
                              • Americans delaying marriage until they are older
                                • Figure 4: Median age at first marriage, by gender, 1960-2011
                              • Improving economy prompts a return to spending
                                • Figure 5: Consumer Sentiment Index and total U.S. wedding market value, 2005-12
                              • The consumer
                                • Ceremony site is the most important wedding element
                                    • Figure 6: Most important wedding elements, February 2013
                                  • Shift toward more casual weddings
                                    • Figure 7: Leading wedding types/styles/descriptions, by recency of marriage, February 2013
                                  • Couples are paying for a “party”
                                    • Figure 8: Financial responsibility and desired wedding perceptions, by recency of marriage, February 2013
                                  • Grooms can daydream about their big day and feel overwhelmed, too
                                    • Figure 9: Opinions about wedding planning, by gender, February 2013
                                  • Brides are embracing technology
                                    • Figure 10: Attitudes toward technology for wedding planning, by recency of marriage, February 2013
                                  • What we think
                                  • Issues in the Market

                                      • Could redefining the idea of weddings help attract marriage holdouts?
                                        • How can marketers help alleviate the stress of planning a wedding?
                                          • How can wedding planners demonstrate value?
                                            • How can local wedding industry players compete with the lure of a destination?
                                            • Insights and Opportunities

                                                • Old school resource: magazines
                                                  • Figure 11: Viewed Brides magazine in the last six months among women, by wedding recency, October 2011-November 2012
                                                • Today’s resource: internet
                                                  • Figure 12: Incidence of going online to help plan wedding, 2006-12
                                                • Bridal websites
                                                  • Figure 13: Wedding websites used by couples for planning, 2009-12
                                                • Increased competition in the online space
                                                  • Figure 14: WeddingWire.com review of The Cake Guys, 2013
                                                • Opportunity to expand online services
                                                  • Mobile planning
                                                    • Opportunity: In-store technology
                                                      • Influence brides-to-be via social media—Pinterest, in particular
                                                        • Etsy and Cloud Parade cater to DIY trend
                                                          • Figure 15: Etsy Pinterest, April 2013
                                                          • Figure 16: “Pin it” on Etsy, 2013
                                                          • Figure 17: Etsy item pinned to Pinterest, 2013
                                                          • Figure 18: Cloud Parade, 2013
                                                      • Trend Application

                                                          • Trend: Prove It
                                                            • Trend: Girly Men
                                                              • Mintel Futures: Access Anything, Anywhere
                                                              • Market Size and Forecast

                                                                • Key points
                                                                  • The wedding market recovers from recession-induced slowdown
                                                                    • Figure 19: Total U.S. sales and forecast of weddings, at current prices, 2007-17
                                                                  • Number of weddings and average spending
                                                                      • Figure 20: Total number of U.S. weddings and average spend, 2007-12
                                                                      • Figure 21: Spending distribution of weddings, 2011
                                                                  • Factors Driving the Market

                                                                    • Key points
                                                                      • The U.S. population and number of marriages
                                                                        • Rate of marriages is not keeping pace with population growth
                                                                          • Figure 22: Annual number of marriages, 2000-11
                                                                        • Married Americans represent a shrinking share of the population
                                                                          • Figure 23: Percentage of population aged 15+ who are married, 1960-2011
                                                                        • The impact of a rising median age of first marriage
                                                                            • Figure 24: Median age at first marriage, by gender, 1960-2011
                                                                          • Large share of “never married” population in their 30s offers opportunity
                                                                            • Figure 25: Marital status, by age, 2012
                                                                          • Improving economic conditions fuel the wedding market
                                                                            • Figure 26: Consumer Sentiment Index, 2005-12
                                                                          • Steady growth of disposable income
                                                                            • Figure 27: Real personal disposable income, January 2007-February 2013
                                                                          • More jobs = more money = more market opportunity
                                                                            • Figure 28: Unemployment and underemployment, January 2007-March 2013
                                                                        • Competitive Context

                                                                          • Key points
                                                                            • Changing views of marriage make weddings unnecessary for some
                                                                              • The lure of a destination competes with the domestic wedding market
                                                                                • DIY weddings
                                                                                • Select Company Profiles

                                                                                  • Overview
                                                                                    • David’s Bridal
                                                                                      • Exclusive partnerships
                                                                                        • Figure 29: David’s Bridal designer collections, 2013
                                                                                      • Comprehensive wedding planning resource
                                                                                        • Figure 30: David’s Bridal My Event planning tool, 2013
                                                                                        • Figure 31: David’s Bridal Dress Your Wedding planning tool, 2013
                                                                                      • ClubCorp
                                                                                        • Figure 32: ClubCorp club network, 2013
                                                                                      • One-stop shop
                                                                                        • The modern country club
                                                                                          • XO Group Inc.
                                                                                            • The Knot
                                                                                              • Figure 33: The Knot Planner, 2013
                                                                                            • WeddingChannel.com
                                                                                            • Innovations and Innovators

                                                                                              • Wedding planning
                                                                                                • Figure 34: The Wedding Experience invitation, 2012
                                                                                              • E-commerce innovator
                                                                                                • Nontraditional bridal registries
                                                                                                • Marketing Strategies

                                                                                                  • Overview
                                                                                                    • Wedding Attire
                                                                                                      • David’s Bridal
                                                                                                        • Figure 35: David’s Bridal TV ad, Dream Sale, February 2013
                                                                                                        • Figure 36: David’s Bridal Pinterest Sweepstakes, April 2013
                                                                                                      • Men’s Wearhouse
                                                                                                        • Figure 37: Men’s Warehouse TV ad, That Special Day, January-April 2013
                                                                                                      • Wedding Venue
                                                                                                        • Radisson Hotels
                                                                                                          • Figure 38: Radisson Hotels TV ad, Weddings, February 2013
                                                                                                        • Gift registries
                                                                                                          • Target
                                                                                                            • Figure 39: Target banner ad for wedding gift registry, July 2012
                                                                                                          • TheKnot.com
                                                                                                            • Figure 40: The Knot registry app launch screen, April 2013
                                                                                                          • Macy’s
                                                                                                            • Figure 41: Macy’s dream fund registry card offer, April 2013
                                                                                                            • Figure 42: Macy’s registry within Macy’s app, February 2013
                                                                                                          • Bed Bath & Beyond
                                                                                                            • Figure 43: Bed Bath & Beyond registry within app, February 2013
                                                                                                          • Bridal shows
                                                                                                            • The Great Bridal Expo
                                                                                                              • Figure 44: The Great Bridal Expo select exhibitors, 2013
                                                                                                            • Georgia Bridal Show
                                                                                                              • Figure 45: Georgia Bridal Show TV ad, An Exciting Honeymoon, February 2013
                                                                                                            • Goodwill’s Wedding Gala
                                                                                                              • Figure 46: Goodwill’s Wedding Gala TV ad, Brides Save!, June 2012
                                                                                                            • Wedding One
                                                                                                              • Figure 47: Wedding One Winter Wonderland Bridal Expo, 2013
                                                                                                          • Most Important Wedding Elements

                                                                                                            • Key points
                                                                                                              • Most recent/future wedding timing
                                                                                                                • One in ten married in the last five years
                                                                                                                  • Figure 48: Most recent/future wedding timing, February 2013
                                                                                                                • Ceremony site, wedding dress, and reception venue are most important
                                                                                                                    • Figure 49: Relative importance of common wedding elements, February 2013
                                                                                                                  • Most important wedding elements
                                                                                                                    • Reception venue growing in importance
                                                                                                                      • Figure 50: Most important wedding elements, by most recent/future wedding timing, February 2013
                                                                                                                    • Men are more likely to say ceremony site is important, while the wedding dress is important to women
                                                                                                                      • Figure 51: Most important wedding elements among those married within the past two years or engaged to be married within the next three years, by gender, February 2013
                                                                                                                    • Non-white respondents more likely to focus attention on ceremony site and reception venue
                                                                                                                      • Figure 52: Most important wedding elements among those married within the past five years or engaged to be married within the next three years, by white/non-white, February 2013
                                                                                                                    • Ceremony site has greater importance among couples who are financially responsible for the wedding
                                                                                                                      • Figure 53: Most important wedding elements, by who is financially responsible for the wedding, February 2013
                                                                                                                    • Ranked in the top five of most important elements
                                                                                                                      • Among those recently wed, reception venue is more likely to rank in the top five elements
                                                                                                                          • Figure 54: Selected as one of the top five most important wedding elements, by most recent/future wedding timing, February 2013
                                                                                                                        • Men more likely to select music as an important wedding element
                                                                                                                          • Figure 55: Selected as one of the top five most important wedding elements among those married within the past two years or engaged to be married within the next three years, by gender, February 2013
                                                                                                                        • Guest favors are more important element among non-white respondents
                                                                                                                          • Figure 56: Selected as one of the top five most important wedding elements among those married within the past five years or engaged to be married within the next three years, by white/non-white, February 2013
                                                                                                                      • Wedding Planning Responsibilities

                                                                                                                        • Key points
                                                                                                                          • Selection of wedding dress is sole responsibility for many brides
                                                                                                                            • Figure 57: Level of responsibility for wedding planning, February 2013
                                                                                                                          • Recently wed and engaged respondents take more responsibility in planning wedding elements
                                                                                                                            • Figure 58: Solely/mostly responsible for planning the wedding element, by most recent/future wedding timing, February 2013
                                                                                                                          • The bride remains key decision maker; grooms growing in their responsibilities
                                                                                                                            • Figure 59: Solely/mostly responsible for planning the wedding element among those married within the past two years or engaged to be married within the next three years, by gender, February 2013
                                                                                                                        • Wedding Types/Styles/Descriptions

                                                                                                                          • Key points
                                                                                                                            • Destination weddings popular trend among recently wed
                                                                                                                              • Figure 60: Wedding location, by most recent/future wedding timing, February 2013
                                                                                                                            • Mixing traditional with nontraditional wedding elements is gaining traction
                                                                                                                              • Figure 61: Traditional/nontraditional, by most recent/future wedding timing, February 2013
                                                                                                                            • Small/intimate weddings are preferred by half
                                                                                                                              • Figure 62: Size, by most recent/future wedding timing, February 2013
                                                                                                                            • More than one in 10 engaged respondents plan to hire wedding planners/professionals
                                                                                                                              • Figure 63: Planning responsibility, by most recent/future wedding timing, February 2013
                                                                                                                            • Outdoor weddings may represent a cost savings—engaged couples looking for a mix of indoor/outdoor
                                                                                                                              • Figure 64: Indoor/outdoor, by most recent/future wedding timing, February 2013
                                                                                                                            • Nearly one third of married respondents report coming in under budget for their wedding
                                                                                                                              • Figure 65: Adherence to budget, by most recent/future wedding timing, February 2013
                                                                                                                          • Opinions About Wedding Planning

                                                                                                                            • Key points
                                                                                                                              • Financial responsibility could cause overwhelmed feelings
                                                                                                                                • Figure 66: Financial responsibility, opinions about wedding planning, and gift registration, by most recent/future wedding timing, February 2013
                                                                                                                              • Women are more likely than men to feel that wedding planning is overwhelming
                                                                                                                                • Figure 67: Financial responsibility, opinions about wedding planning, and gift registration, among those married within the past two years or engaged to be married within the next three years, by gender, February 2013
                                                                                                                              • It’s a party…remember that!
                                                                                                                                • Figure 68: Desired perception of the wedding, by most recent/future wedding timing, February 2013
                                                                                                                              • Whites have greater desire to “outdo” other weddings
                                                                                                                                • Figure 69: Desired perception of the wedding, among those married within the past five years or engaged to be married within the next three years, by white/non-white, February 2013
                                                                                                                              • My wedding, my opinion
                                                                                                                                • Figure 70: Opinions about wedding planning and how others’ opinions factor, by most recent/future wedding timing, February 2013
                                                                                                                              • Men also think about their wedding before they get engaged
                                                                                                                                • Figure 71: Opinions about wedding planning and how others’ opinions factor, among those married within the past two years or engaged to be married within the next three years, by gender, February 2013
                                                                                                                              • Non-whites tend to think more about their guests and value the opinions of others
                                                                                                                                • Figure 72: Opinions about wedding planning, among those married within the past five years or engaged to be married within the next three years, by white/non-white, February 2013
                                                                                                                            • Attitudes Toward Weddings and Wedding Planning

                                                                                                                              • Key points
                                                                                                                                • Attitudes toward personalization
                                                                                                                                  • Figure 73: Attitudes toward personalization in weddings and wedding planning, February 2013
                                                                                                                                • Recently wed/engaged respondents more likely to agree a wedding planner can add personalization
                                                                                                                                  • Figure 74: Attitudes toward personalization in weddings and wedding planning, by most recent/future wedding timing, February 2013
                                                                                                                                • Couples paying for most of the wedding seek personalization
                                                                                                                                  • Figure 75: Attitudes toward personalization in weddings and wedding planning, by who is financially responsible for the wedding, February 2013
                                                                                                                                • Attitudes toward technology
                                                                                                                                  • Figure 76: Attitudes toward technology in weddings and wedding planning, February 2013
                                                                                                                                • Recently wed or engaged respondents are embracing technology
                                                                                                                                  • Figure 77: Attitudes toward technology in weddings and wedding planning, by most recent/future wedding timing, February 2013
                                                                                                                                • Attitudes toward resourcefulness
                                                                                                                                  • Figure 78: Attitudes toward resourcefulness in weddings and wedding planning, February 2013
                                                                                                                                • Environmentally friendly wedding elements gaining traction
                                                                                                                                  • Figure 79: Attitudes toward resourcefulness in weddings and wedding planning, by most recent/future wedding timing, February 2013
                                                                                                                                • Couples funding their own wedding are more likely to be resourceful
                                                                                                                                  • Figure 80: Attitudes toward resourcefulness in weddings and wedding planning, by who is financially responsible for the wedding, February 2013
                                                                                                                              • Gift Registries

                                                                                                                                • Key points
                                                                                                                                  • Gift registries more popular among those married within the past two years
                                                                                                                                    • Figure 81: Created and/or purchased a wedding/bridal shower gift registry in the past five years, by timing of most recent wedding, February 2013
                                                                                                                                  • Respondents aged 35+ are less likely to create registries
                                                                                                                                    • Figure 82: Created and/or purchased a wedding/bridal shower gift registry in the past five years among those married within the past five years, by age, February 2013
                                                                                                                                • Appendix: Most Important Wedding Elements

                                                                                                                                  • Most important wedding elements
                                                                                                                                    • Figure 83: Most important wedding elements among those married within the past five years, by gender, age, and household income, February 2013
                                                                                                                                    • Figure 84: Most important wedding elements among those married within the past two years or engaged to be married within the next three years, by 18-34s and household income, February 2013
                                                                                                                                    • Figure 85: Most important wedding elements among those married within the past five years or engaged to be married within the next three years, by gender, age, and household income, February 2013
                                                                                                                                  • Top five important wedding elements
                                                                                                                                    • Figure 86: Selected as one of the top five most important wedding elements among those married within the past five years, by gender, age, and household income, February 2013
                                                                                                                                    • Figure 87: Selected as one of the top five most important wedding elements among those married within the past two years or engaged to be married within the next three years, by gender, 18-34s, and household income, February 2013
                                                                                                                                    • Figure 88: Selected as one of the top five most important wedding elements among those married within the past five years or engaged to be married within the next three years, by age and household income, February 2013
                                                                                                                                    • Figure 89: Selected as one of the top five most important wedding elements, by who is financially responsible for the wedding, February 2013
                                                                                                                                • Appendix: Wedding Planning Responsibilities

                                                                                                                                    • Figure 90: Solely/mostly responsible for planning the wedding element among those married within the past five years, by gender, age, and household income, February 2013
                                                                                                                                    • Figure 91: Solely/mostly responsible for planning the wedding element among those married within the past 10 years, by gender and age, February 2013
                                                                                                                                    • Figure 92: Solely/mostly responsible for planning the wedding element among those married within the past 10 years, by white/non-white, February 2013
                                                                                                                                    • Figure 93: Solely/mostly responsible for planning the wedding element among those married within the past two years or engaged to be married within the next three years, by 18-34s and household income, February 2013
                                                                                                                                    • Figure 94: Solely/mostly responsible for planning the wedding element among those married within the past five years or engaged to be married within the next three years, by gender, age, and household income, February 2013
                                                                                                                                • Appendix: Weddings Types/Styles/Descriptions

                                                                                                                                  • By timing of wedding
                                                                                                                                    • Figure 95: Level of detail, by most recent/future wedding timing, February 2013
                                                                                                                                    • Figure 96: Level of personalization, by most recent/future wedding timing, February 2013
                                                                                                                                    • Figure 97: Wedding number, by most recent/future wedding timing, February 2013
                                                                                                                                  • Women
                                                                                                                                    • Figure 98: Wedding location, by women and most recent/future wedding timing, February 2013
                                                                                                                                    • Figure 99: Traditional/nontraditional, by women and most recent/future wedding timing, February 2013
                                                                                                                                    • Figure 100: Size, by women and most recent/future wedding timing, February 2013
                                                                                                                                    • Figure 101: Level of detail, by women and most recent/future wedding timing, February 2013
                                                                                                                                    • Figure 102: Planning responsibility, by women and most recent/future wedding timing, February 2013
                                                                                                                                    • Figure 103: Indoor/outdoor, by women and most recent/future wedding timing, February 2013
                                                                                                                                    • Figure 104: Level of personalization, by women and most recent/future wedding timing, February 2013
                                                                                                                                    • Figure 105: Wedding number, by women and most recent/future wedding timing, February 2013
                                                                                                                                    • Figure 106: Adherence to budget, by women who have been married and most recent wedding timing, February 2013
                                                                                                                                  • 18-34s
                                                                                                                                    • Figure 107: Wedding location, by aged 18-34 and most recent/future wedding timing, February 2013
                                                                                                                                    • Figure 108: Traditional/nontraditional, by aged 18-34 and most recent/future wedding timing, February 2013
                                                                                                                                    • Figure 109: Size, by aged 18-34 and most recent/future wedding timing, February 2013
                                                                                                                                    • Figure 110: Level of detail, by aged 18-34 and most recent/future wedding timing, February 2013
                                                                                                                                    • Figure 111: Planning responsibility, by aged 18-34 and most recent/future wedding timing, February 2013
                                                                                                                                    • Figure 112: Indoor/outdoor, by aged 18-34 and most recent/future wedding timing, February 2013
                                                                                                                                    • Figure 113: level of personalization, by aged 18-34 and most recent/future wedding timing, February 2013
                                                                                                                                    • Figure 114: Wedding number, by aged 18-34 and most recent/future wedding timing, February 2013
                                                                                                                                    • Figure 115: Adherence to budget, by aged 18-34 who have been married and most recent wedding timing, February 2013
                                                                                                                                • Appendix: Opinions About Wedding Planning

                                                                                                                                    • Figure 116: Opinions about wedding planning, among those married within the past five years, by gender, age, and household income, February 2013
                                                                                                                                    • Figure 117: Opinions about wedding planning, among those married within the past 10 years, by gender and age, February 2013
                                                                                                                                    • Figure 118: Opinions about wedding planning, among those married within the past 10 years, by white/non-white and Hispanic origin, February 2013
                                                                                                                                    • Figure 119: Opinions about wedding planning, among those married within the past 10 years, by region, February 2013
                                                                                                                                    • Figure 120: Opinions about wedding planning, among those married within the past two years or engaged to be married within the next three years, by 18-34s and household income, February 2013
                                                                                                                                    • Figure 121: Opinions about wedding planning, among those married within the past five years or engaged to be married within the next three years, by gender, age, and household income, February 2013
                                                                                                                                • Appendix: Attitudes Toward Weddings and Wedding Planning

                                                                                                                                    • Figure 122: Attitudes toward weddings and wedding planning among those married within the past five years or engaged to be married within the next three years, white/non-white, February 2013
                                                                                                                                    • Figure 123: Attitudes toward weddings and wedding planning, among those married within the past five years, by gender, age, and household income, February 2013
                                                                                                                                    • Figure 124: Attitudes toward weddings and wedding planning, among those married within the past 10 years, by gender and age, February 2013
                                                                                                                                    • Figure 125: Attitudes toward weddings and wedding planning, among those married within the past 10 years, by white/non-white and Hispanic origin, February 2013
                                                                                                                                    • Figure 126: Attitudes toward weddings and wedding planning, among those married within the past 10 years, by region, February 2013
                                                                                                                                    • Figure 127: Attitudes toward weddings and wedding planning among those married within the past two years or engaged to be married within the next three years, by gender, 18-34s, and household income, February 2013
                                                                                                                                    • Figure 128: Attitudes toward weddings and wedding planning among those married within the past five years or engaged to be married within the next three years, by gender, age, and household income, February 2013
                                                                                                                                    • Figure 129: Attitudes toward weddings and wedding planning, by number of wedding elements solely/mostly responsible for planning, February 2013
                                                                                                                                • Appendix: Gift Registries

                                                                                                                                    • Figure 130: Created and/or purchased a wedding/bridal shower gift registry in the past five years among those married within the past five years, by gender and household income, February 2013
                                                                                                                                • Appendix: Cross Analysis

                                                                                                                                    • Figure 131: Travel agent use in the last 12 months, by marriage, October 2011-November 2012
                                                                                                                                    • Figure 132: Domestic travel in the last 12 months, by marriage, October 2011-November 2012
                                                                                                                                    • Figure 133: Cruise ship vacation travel planned within the next 12 months, by marriage, October 2011-November 2012
                                                                                                                                    • Figure 134: Cruise ship vacation travel planned within the next 12 months, by marriage, October 2011-November 2012
                                                                                                                                • Appendix: Trade Associations

                                                                                                                                  Companies Covered

                                                                                                                                  • Bloomingdale's
                                                                                                                                  • Crate & Barrel
                                                                                                                                  • Etsy
                                                                                                                                  • Facebook, Inc.
                                                                                                                                  • Pottery Barn
                                                                                                                                  • Tiffany & Co.
                                                                                                                                  • Twitter, Inc.
                                                                                                                                  • Vera Wang
                                                                                                                                  • WeddingChannel.com, Inc.
                                                                                                                                  • XO Group Inc.

                                                                                                                                  Weddings - US - May 2013

                                                                                                                                  £3,277.28 (Excl.Tax)