No One Wants a Gravy Boat: Millennials and the New Wedding Gift Norms

It only makes sense that with a generation that not only move in with one another but often even buy a house together before getting married, registering for products to fill their newlywed home doesn’t really make much sense. In just the last few years, new trends in non-traditional wedding registries that have nothing to do with gravy boats and toasters have become the new norm for many Millennials heading down the aisle. As with so many things, their rethinking of tradition involves doing away with unnecessary goods and embracing experiences as valued currency instead. The most popular wedding registry gift categories for 2013 were all about getting out and making big dreams come true. With Millennials aging up and millions getting married each year, new and innovative registries are a big opportunity for whole new categories of brands and businesses. Here are some of the new norms for wedding gift giving:

 

The Honeymooners: With many Millennials getting married at older ages, there are also more newlyweds who have helped foot the bill for their nuptials, and 50% of couples expect that they’ll be paying for the wedding themselves. Between the expense of the wedding itself and the many other bills that Millennials are dealing with, a honeymoon can start to seem like a pipe dream. To solve the problem, registries like Traveler’s Joy and Honey Fund let young couples ask their guests to help them see the world. Traveler’s Joy lets users create customized gifts to fund pieces of their honeymoon like plane tickets, hotel costs, and fun activities, allowing the gift givers to feel like they have contributed something specific to the experience. Generally, honeymoon registries take a small piece of the amounts given, and then allow the couple to withdraw all the funds contributed in a…

 
 

Want to talk to us about the article
or dive into a custom study?


The Newsfeed

Quote of the Day: “When I go out, I just go where my friends are going.”
—Female, 22, DC

Influencer marketing is on track to grow next year, despite “significant questions about its effectiveness.” According to analysis by Chute, 66% of marketers surveyed have an influencer marketing strategy in place, but the majority aren’t calculating its success by direct sales. Over eight in ten say their top goal with influencers is to reach a new audience, and to measure effectiveness more than 70% look at engagement—either through likes or comments on Instagram, sceenshots on Snapchat, etc.—followed by reach or views, and then referral link click-throughs. (Digiday)

Higher education needs to prepare itself for a new target market. A steep drop in births during the Great Recession is expected to lead to a decrease in the number of U.S. high school graduates, especially among Caucasians: according to a Georgetown Center report, in 2030 white students will account for less than half of high school graduates. Growth within the Hispanic community can offset the decline, signifying that “schools will need to re-orient themselves toward a Hispanic, first-generation population to stay competitive.” (The Wall Street Journal

Health-conscious Millennials have some misconceptions when it comes to GMOs. New Pew Research shows that 21% of 18-29-year-olds believe genetically modified foods are “very likely” to lead to health issues, and 25% believe they create problems for the environment. But in actuality, scientific research says that GM foods are safe to eat, and as long as they’re developed properly “don’t pose any unique, undue threat to the environment.” The study also found that 12% follow vegetarian or vegan diets, which according to scientific research is a healthy habit to take on. (NYMAG

All tech toys are not created equal—according to the Institution for Engineering and Technology. Created with the “mission to encourage more girls to pursue careers in engineering, science and technology,” the Institution recently found that stem toys are three times more likely to target boys over girls, and nine out of ten “girls’ toys” are pink. The Institution reports the stereotypically gendered toys could actually deter young girls interested in engineering. (The Guardian)

Live video is increasingly becoming the space to watch for audience engagement. According to MarketsandMarkets, live video will be a $70 billion industry by 2021, and on Facebook, live content is generating 10x the amount of comments than typical videos. The holidays have proven to be an ideal opportunity for brands looking to dive in on the trend: Lowe’s Black Friday deals unveiling on Facebook Live reached an audience of 32,000 during broadcast, while Taco Bell’s livestream of their annual Friendsgiving dinner generated as many as 150,000 viewers. (Adweek)

Quote of the Day: “When I go out I look for pool tables…or something to do other than drink.”

—Female, 23, CA

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies