3 Millennial Wedding Trends You Might Not Believe

They’re definitely not the norm, but these unexpected wedding trends gaining traction with young couples may surprise you…

The wedding industry is getting Millennialized, with 40% of 18-36-year-olds already married and 41% telling us they’ll be attending a wedding this year. With this generation putting their spending power behind weddings and rethinking traditions, we regularly check in on the nuptial trends they’re starting, from weed weddings to surprise ceremonies. While the wedding trends that Millennials are seeing themselves haven’t changed too much from last year (hashtags, rustic themes, barns, and photobooths are staying popular) we’ve noticed a few more unexpected trends on the rise.

Let’s preface this by saying that many old-school wedding traditions are still going strong. White dresses are stilled donned by many, and our most recent wedding survey found that the majority of 18-36-year-olds say printed invitations, rehearsal dinners, and even having a ceremony at a religious venue are still in style. At times, Millennials are keeping up traditions but putting their own spin on them: Vox reports that young couples are still setting up registries, but using them to let their guests know exactly what to order online or to reach crowdfunding goals that one Zola exec says range from honeymoons to new puppies to “a lifetime supply of avocados.”

But there are also some very untraditional new trends being spotted as well. While you won’t see these at every Millennial wedding you attend, or stalk on social media, they’re becoming common enough that they could soon go from surprising to the norm.

Tinder-Themed Weddings

YPulse data shows that 27% of 18-35-year-olds have used a dating app, and those that are making it to matrimony seem to be shirking the stigma that sometimes…


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Quote of the Day: “Retail should be a facilitator for experience, rather than just selling product.”—Sharmandean Reid, Founder, Wah Nails London (YPulse)

Millennials seeking portable booze are cracking open canned wine. Even though the category still only accounts for less than 1% of the Millennial-favorite alcoholic beverages’ market, Nielsen reports it spiked 69% last year and continues to gain ground. An exec at Delicato Family Wines explains, “Millennials have grown up in a world where consuming wine outdoors—or any location outside of the traditional table—is more acceptable than generations past.” (Wine Spectator)

Summer camps are cropping up to teach kids how to become YouTubers. At I-D Tech Camps, Level Up, and Star Camps, kids can learn all about how to, as the latter puts it, “Become an Internet sensation.” They offer courses in how to create and post videos, from shooting clips to editing audio, and how to build their personal brand. But don’t worry, most are framing YouTubing as a hobby, not a career, and setting kids’ expectations accordingly. (WSJ)

A new bill could change the free-to-play profit model that’s made games like Fortnite top earners. Senators have proposed the official ban of “loot boxes,” or items that players can buy (and sometimes must buy) to win a video game, often gambling on what’s inside. Senator Ed Markey explains that “Inherently manipulative game features that take advantage of kids and turn play time into pay time should be out of bounds.” For some, this will eliminate a key revenue stream and open the door to review other in-game purchases.  (The Verge)

A social media overhaul upped Corn Nuts’ sales by 12%—with no paid support.The snack’s sales were stagnant before a new exec took over their Twitter, infusing it with the personable tone food brands have become known for (and sometimes notorious for). Since then, followers spiked from 650 to 21,000, and what they’re calling a “scrappy” strategy “absolutely translated to sales,” reporting that retail sales spiked 12% and Millennials’ repeat purchases rose the same percentage. (Marketing Dive)

The retail apocalypse continues, with 7,000 more stores closing their doors in 2019. CoStar Group estimates that the square footage of retail space closed has topped its own record each year since 2017, and this year they’re “predicting more of the same.” PayLess ShoeSource, Gymboree, Dressbarn, and Charlotte Russe lead the list of number stores planned to shutter this year, as retailers learn to scale down size and up Experiencification for young shoppers. (Business Insider

Quote of the Day: “It’s a really interesting time at the moment in catalog [music]…Sometimes, it’s a question of how we make something out of nothing.”—Tim Fraser-Harding, President, Global Catalogue, Recorded Music at Warner Music Group (Rolling Stone)

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