The U.S. Marriage Market: The Engaged and Newlyweds as Consumers of Household Goods

Feb 1, 2002
260 Pages - Pub ID: LA479940
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  1. Executive Summary
    Scope and Methodology
    • Market Parameters
    • Report Methodology
    • Figure 1-1: Aggregate Income of U.S. Marriage Market: By Segment, 1997 vs. 2006 (dollars)

    Statistical Overview
    • "Engaged" and "Newlywed" Are Subjective Terms
    • Packaged Facts Methodology for Marriage Population Estimates
    • Longstanding Rise in Marriages Reversed in 1990s
    • Rate of Household Formation to Rise
    • Engaged/Newlywed Population to Near 13 Million by 2006
    • Marriage Market's Worth to Top $270 Billion by 2006
    • Table 1-1: Aggregate Income of U.S. Marriage Market: By Segment, 1997-2006 (dollars)
    • Overall U.S. Population Trends Suggest Mixed Prospects for Marriage Market
    • Growth of Minority/Ethnic Populations Bodes Well for Market
    • Women Age 18-24 Three Times More Likely to Be Engaged
    • Engaged Men Tend to Work Full-Time
    • High Incidences of Engaged Women and Men in Largest Households
    • Newlywed Population Is Distinctly Older
    • All Non-Whites Figure Significantly Among Newlyweds
    • Newlywed Women Better Off Than Women in General

    Marketing Trends
    • Engaged Women vs. Their Non-Engaged Peers
    • Nearly Half of Newlyweds Buy Sheets
    • Registries Account for Sizable Share of Marriage Market
    • Wal-Mart Extends Registry to All Outlets
    • Couples Register at Two or More Retailers
    • Here Comes the Groom
    • Bridal Magazines Coordinate Efforts of Other Market Players
    • Marketers Promote Brand Awareness at Shows
    • Internet Cited as Primary Information Source
    • Williams-Sonoma Adds Online Registry
    • Engaged/Newlywed Population Also Buying Online

    Household Appliances and Furnishings
    • The American Wedding: Invitation to a Buying Spree
    • Engaged/Newlywed Population Are Likely Appliance/Durable Buyers
    • Newlyweds Buy Wide Array of Household Furnishings

    Electronics
    • 50% of Engaged Men Use Portable Cellular Phones
    • Population Favors Electronic Personal Notebook Organizers
    • Two-TV Skew for the Engaged
    • Newlyweds Favor VHS Camcorders

    Kitchenware, Tableware, and Linens
    • Newlyweds Are Likely Buyers of Kitchen Appliances
    • Cookware Appeals to Entire Engaged/Newlywed Population
    • Young Engaged Women Are Very Kitchen-Conscious
    • Tableware Appeals Predominantly to Women
    • Engaged Women Are Prime Purchasers of Sheets/Pillowcases

    The Retail Arena
    • Gender a Significant Factor in Type of Store Shopped
    • Newlywed Men Are Department Store Shoppers
    • The Influence of Registries
    • Bed-and-Bath Stores Attract Newlywed Women
    • Eddie Bauer Appeals to Both Sexes
  2. Statistical overview
    Introduction
    • "Engaged" and "Newlywed" Are Subjective Terms
    • Packaged Facts Methodology for Marriage Population Estimates
    • Longstanding Rise in Marriages Reversed in 1990s
    • Marriage Rate Declining Since 1972
    • Longstanding Trend Toward Later First Marriages
    • But Marriage Still Alive and Well
    • Older Couples Have More Spending Power
    • Household Growth Slows
    • Married-Couple Households Lag Behind
    • Increases in Cohabitation and Single-Parent Households
    • Rate of Household Formation to Rise
    • Outlook Mixed for Young Married-Couple Households
    • Table 2-1: Number of Marriages and Rate per 1,000 Population, 1990-2001
    • Table 2-2: Median Age at First Marriage by Decade
    • Table 2-3: Percent of Women and Men Never Married by Selected Age Group, 1970 vs. 2000
    • Table 2-4: Growth of U.S. Households by Type, 1970-2000 (number and percent): Total, Married Couple, Other Family, Non-Family
    • Figure 2-1: Estimated and Projected Growth of U.S. Engaged/Newlywed Population, 1997-2006 (number)
    • Figure 2-2: Aggregate Dollar Growth of U.S. Marriage Market, 1997-2006 (dollars)

    Market Size and Growth
    • Number of Engaged/Newlyweds Declines from 1997 to 2001
    • Engaged/Newlywed Population to Near 13 Million by 2006
    • Marriage Market Valued at $230 Billion in 2001
    • Marriage Market’s Worth to Top $270 Billion by 2006
    • The Key Marriage Market Age Groups
    • Shrinking of Key Age Groups Spurred Drop in Marriages
    • Overall U.S. Population Trends Suggest Mixed Prospects for Marriage Market
    • Growth of Minority/Ethnic Populations Bodes Well for Market
    • Table 2-5: Estimated Growth of U.S. Engaged/Newlywed Population, 1997-2001 (number)
    • Table 2-6: Projected Growth of U.S. Engaged/Newlywed Population, 2001-2006 (number)
    • Table 2-7: Aggregate Dollar Growth of U.S. Marriage Market, 1997-2001 (dollars)
    • Table 2-8: Projected Aggregate Dollar Growth of U.S. Marriage Market, 2001-2006 (dollars)
    • Table 2-9: Population Growth of Selected Age Groups, 1995-2000 (number)
    • Table 2-10: Population Projections by Selected Five-Year Age Group, 2001-2006 (number)
    • Table 2-11: Projected Growth of Selected Minority/Ethnic Populations, 2001-2006 (number): Hispanic, Black, Asian

    Engaged Demographics
    • The Simmons Survey System
    • Women More Likely to Consider Themselves Engaged
    • Most Engaged Women Are Under Age 35
    • Women Age 18-24 Three Times More Likely to Be Engaged
    • Engaged Men Somewhat Older Than Engaged Women
    • Blacks Over-Represented in Marriage Market
    • Low Incidence of Engaged Women in Northeast
    • Engaged Population Has Downscale Educational Profile
    • Engaged Men Tend to Work Full-Time
    • Engaged Women Over-Represented Among Service Workers
    • Engaged Men Clustered in Blue-Collar Jobs
    • Engaged Men More Affluent Than Engaged Women
    • High Incidences of Engaged Women and Men in Largest Households
    • Over-Represented in Households with Young Children
    • Engaged Likely to Be Apartment Dwellers, Renters
    • Table 2-12: Distribution of U.S. Engaged Population by Age Bracket, 2000 (number and percent): 4 Classifications
    • Table 2-13: Distribution of U.S. Engaged Population by Racial/Ethnic Origin, 2000 (number and percent): 5 Classifications
    • Table 2-14: Distribution of U.S. Engaged Population by Census Region, 2000 (number and percent): 4 Classifications
    • Table 2-15: Distribution of U.S. Engaged Population by Level of Formal Education, 2000 (number and percent): 4 Classifications
    • Table 2-16: Distribution of U.S. Engaged Population by Occupation, 2000 (number and percent): 7 Classifications
    • Table 2-17: Distribution of U.S. Engaged Population by Household Income, 2000 (number and percent): 9 Classifications

    Newlywed Demographics
    • The Simmons Survey System
    • Newlywed Population Is Distinctly Older
    • All Non-Whites Figure Significantly Among Newlyweds
    • South Is Newlywed Capital
    • Downscale Educational Profile for Newlywed Men
    • Newlywed Women Figure Strongly as Homemakers
    • Newlywed Men Work Full- or Part-Time
    • Newlywed Women Hold Clerical, Service Jobs; Men Are Blue-Collar
    • Newlywed Women Better Off Than Women in General
    • Newlyweds Indicated for Two-Person Households
    • High Incidences of Newlyweds in Households with Young Children
    • Mobile Home Dwellers, Renters Prominent Among Newlyweds
    • Table 2-18: Distribution of U.S. Newlywed Population by Age Bracket, 2000 (number and percent): 7 Classifications
    • Table 2-19: Distribution of U.S. Newlywed Population by Racial/Ethnic Origin, 2000 (number and percent): 5 Classifications
    • Table 2-20: Distribution of U.S. Newlywed Population by Census Region, 2000 (number and percent): 4 Classifications
    • Table 2-21: Distribution of U.S. Newlywed Population by Level of Formal Education, 2000 (number and percent): 7 Classifications
    • Table 2-22: Distribution of U.S. Newlywed Women by Occupation, 2000 (number and percent): 12 Classifications
    • Table 2-23: Distribution of U.S. Newlywed Men by Occupation, 2000 (number and percent): 12 Classifications
    • Table 2-24: Distribution of U.S. Newlywed Women by Household Income, 2000 (number and percent): 11 Classifications
    • Table 2-25: Distribution of U.S. Newlywed Men by Household Income, 2000 (number and percent): 11 Classifications
  3. Marketing Trends
    The Engaged and Newlyweds as Prime Consumers
    • Bridal Magazines Study Buying Behavior
    • Engaged Women vs. Their Non-Engaged Peers
    • Propensity to Buy Furniture and Home Electronics
    • Buying Behavior of Newlyweds Compared to Total Population
    • Three Times More Likely Than Average to Buy Tabletop
    • Cookware Is Most Popular Segment of Housewares
    • Nearly Half of Newlyweds Buy Sheets
    • Other Categories: Newlyweds Outscore Population at Large

    The Role of Registries
    • Historical Background and Description
    • Marriage Market Took Off with Post-War Boom
    • Registries Expand Scope, Spread to Other Retailers
    • Wal-Mart Extends Registry to All Outlets
    • Couples Register at Two or More Retailers
    • Here Comes the Groom
    • Registries Account for Sizable Share of Marriage Market
    • Market Goes Well Beyond Registries, However

    The Role of Bridal Magazines
    • Proliferation of Titles Stimulates Market
    • Bridal Magazines Coordinate Efforts of Other Market Players
    • Bridal Magazines Continue to Prosper
    • New Titles Keep Appearing

    The Role of Bridal Shows
    • Magazine-Affiliated Shows Among the Largest
    • Other Traveling Bridal Shows
    • Marketers Promote Brand Awareness at Shows
    • Some Retailers Register Brides at Outside Shows

    The Marriage Market and the Internet: The Net as Planning Resource
    • Demographics of Engaged/Newlywed Population Correspond to Those of Internet Users
    • Internet Cited as Primary Information Source
    • Engaged/Newlywed Population Also Buying Online

    The Marriage Market and the Internet: Online Wedding Resources
    • One-Stop Wedding Planning and Shopping
    • Focus: WeddingChannel.com
    • Federated Department Stores Is Leading Retail Partner
    • Several Other Retailers Are Partners as Well
    • Waterford Wedgwood Becomes First Marketer Partner
    • Involved with National and Local Bridal Magazines
    • Focus: TheKnot.com
    • Membership, Revenues, Losses Grow Rapidly
    • Publishing Is Large Revenue Source
    • Partners with Fortunoff's and Linens 'n Things
    • Sunbeam Is First Marketer Partner
    • Forms Alliance with Lifetime Television
    • Focus: ModernBride.com
    • Site Is Linked to May Department Stores' Registries
    • MarthaStewart.com Enters Registry Arena
    • Others Vying for Internet Wedding Planning Traffic

    The Marriage Market and the Internet: Online Registries and In-Store Computer Kiosks
    • Quest for Consumer Dollars Goes Multichannel
    • Online Shoppers Spend More Than Store-Only Shoppers
    • Bridal Sales Rise 30% at Williams-Sonoma
    • Penney's: Greater Participation by Grooms
    • Target Stores: Better Communication with Customers
    • Department Store Registries Pioneered Kiosks
    • Kiosks Allow Stores to Expand Offering Beyond What Is Displayed
    • Major Retailers Climb On Kiosk Bandwagon
    • Kiosks Not for Everyone
  4. Household Appliances and Furnishings
    Household Appliances/Durables
    • The Simmons Survey System
    • The American Wedding: Invitation to a Buying Spree
    • Engaged/Newlywed Population Big on Appliances/Durables
    • Vacuum Cleaners, Washing Machines Popular with the Engaged
    • Hoover Themes Ads to Bridal Market
    • Table 4-1: Selected Types of Appliances/Durables Bought in Last 12 Months (percent): 11 Classifications

    Household Furnishings
    • Attract Significant Proportions of Engaged/Newlywed Purchasers
    • Newlyweds Buy Wide Array of Household Furnishings
    • Bedroom Furniture More Popular with Engaged/Newlywed Population Than with Adults Overall
    • Newlyweds Stand Out as Sofabed Purchasers
    • Highest Incidences of Purchase for Infant Furniture
    • Engaged Women Likely to Acquire Floor Lamps
    • Window Coverings: Average Likelihood of Purchase
    • Engaged Women Much More Likely Than Singles to Buy Many Types of Furnishings
    • Newlywed Women in Top Spending Bracket for Bedroom Furniture
    • Newlywed Men Spend More Than Newlywed Women on Table Lamps
    • Ready-Made Draperies: Newlyweds Spend $50-$149
    • Table 4-2: Types of Household Furnishings Bought in Last 12 Months (percent): 20 Classifications
    • Table 4-3: Types of Household Furnishings Bought in Last 12 Months: By Gender (percent): 20 Classifications
    • Table 4-4: Selected Amounts Spent on Various Household Furnishings Bought in Last 12 Months (percent): 20 Classifications
  5. Electronics
    Telephone Equipment
    • The Simmons Survey System
    • Engaged/Newlywed Males Outscore Female Counterparts
    • Pager/Beeper Appeals Across the Board
    • 50% of Engaged Men Use Portable Cellular Phones
    • Motorola, AT&T Brands Hold Appeal
    • Table 5-1: Selected Types of Telephone Equipment Bought in Last 12 Months (percent): 6 Classifications
    • Table 5-2: Type of Cellular Telephone Used (percent): 3 Classifications
    • Table 5-3: Purpose of Cellular Telephone Use (percent): 3 Classifications
    • Table 5-4: Selected Brands of Cellular Telephone Used (percent): 4 Classifications

    Personal Computers
    • Population Less Inclined to Use Personal Computers for E-Mail
    • 19% of Newlywed Women Spend Less Than Two Hours on Home PC
    • Typical Patterns by Computer Brand and Cost
    • Specialty Stores Are Leading Outlets
    • Computer Peripherals Not a Priority
    • Population Favors Electronic Personal Notebook Organizers
    • Table 5-5: Personal Computers at Home: Purposes Used (percent): 2 Classifications
    • Table 5-6: Personal Computers at Home: Number of Hours Used Daily (percent): 3 Classifications
    • Table 5-7: Personal Computers for Home: Brands Owned (percent): 6 Classifications
    • Table 5-8: Personal Computers for Home: Cost of Last Purchase (percent): 4 Classifications
    • Table 5-9: Personal Computer for Home: Top Channels Where Purchased (percent): 2 Classifications
    • Table 5-10: Types of Computer Peripherals Owned (percent): 9 Classifications

    Television Sets and Videocassette Recorders
    • Two-TV Skew for the Engaged
    • TV Is Likely Recent Acquisition
    • Engaged Population Tends to Smaller-Screen TVs
    • Different Brands for Engageds and Newlyweds
    • Spending Patterns for TVs
    • Population Tends to Own Two VCRs
    • VCR Preferences by Brand
    • Table 5-11: Television Sets: Number in Household (percent): 3 Classifications
    • Table 5-12: Television Sets: Type Acquired Most Recently (percent): 3 Classifications
    • Table 5-13: Screen Size and Other Features of TV Acquired Most Recently (percent): 6 Classifications
    • Table 5-14: TVs: Brands Owned (percent): 11 Classifications
    • Table 5-15: Cost of TV Acquired Most Recently (percent): 4 Classifications
    • Table 5-16: VCRs: Brands Owned (percent): 8 Classifications

    Camcorders and Video Cameras
    • Newlywed Men Are Likely Owners
    • Newlyweds Favor VHS Camcorders
    • Patterns by Brand
    • Spending Skews to Lower Brackets
    • Table 5-17: Camcorders/Video Cameras: Ownership, Bought in Last 12 Months, Number Owned (percent): 3 Classifications
    • Table 5-18: Camcorders/Video Cameras: Types Owned (percent): 4 Classifications
    • Table 5-19: Camcorders/Video Cameras: Brands Owned (percent): 4 Classifications
    • Table 5-20: Camcorders/Video Cameras: Cost (percent): 2 Classifications

    Disposable Cameras and Still Cameras
    • Hooked on Disposable Cameras
    • Women Are Better Camera Customers
    • Women Prefer Kodak and Polaroid, Men Go for Canon
    • Newlywed Women Likely to Own Multiple Cameras
    • Population Drawn to Lower-Price Cameras
    • Table 5-21: Disposable Cameras: Used in Last 12 Months, Brands Used (percent): 5 Classifications
    • Table 5-22: Still Cameras: Ownership, Acquired in Last 12 Months, Type Acquired Most Recently (percent): 3 Classifications
    • Table 5-23: Still Cameras: Brands of Newest Owned (percent): 5 Classifications
    • Table 5-24: Still Cameras: Number Owned (percent): 3 Classifications
    • Table 5-25: Still Cameras: Cost of Newest (percent): 4 Classifications

    Stereo/Radio Equipment and Records/Discs/Tapes
    • Population Favors Newer Types of Equipment
    • Patterns by Gender
    • CD Player Is Likely Recent Acquisition
    • Engaged/Newlywed Women's Musical Tastes Are More Eclectic
    • Specialty Stores Are Outlets of Choice for Engaged Population
    • 12% of Engaged Women Purchased 10-19 CDs
    • Table 5-26: Stereo/Radio Equipment: Types Owned (percent): 22 Classifications
    • Table 5-27: Stereo/Radio Equipment: Types Bought in Last 12 Months (percent): 3 Classifications
    • Table 5-28: Records/Discs/Tapes: Kind Bought Most (percent): 11 Classifications
    • Table 5-29: Records/Discs/Tapes: Where Bought Most (percent): 6 Classifications
    • Table 5-30: Compact Discs: Number Purchased in Last 12 Months (percent): 3 Classifications
  6. Kitchenware, tableware, and linens Kitchen Appliances and Cookware
    The Simmons Survey System
    • Newlyweds Are Likely Buyers of Kitchen Appliances
    • Newlyweds Favor Small Appliances Also
    • Cookware Appeals to Entire Engaged/Newlywed Population
    • Young Engaged Women Are Very Kitchen-Conscious
    • Kitchenware Marketers Target Marriage Market Through Advertising
    • In Marriage and Kitchenware, Choice Is Critical
    • Table 6-1: Major Kitchen Appliances Bought in Last 12 Months (percent): 4 Classifications
    • Table 6-2: Small Kitchen Appliances Bought in Last 12 Months (percent): 5 Classifications

    Tableware
    • Appeals Predominantly to Women
    • Purchasing Is Strongly Marriage-Related
    • Newlywed Women Are Likeliest Purchasers
    • Note on Spending Levels
    • Marriage Market Accounts for Largest Share of Tableware Advertising
    • Tableware a Lifetime Choice
    • Table 6-3: Tableware Types Bought in Last 12 Months (percent): 5 Classifications
    • Table 6-4: Percent of Adults Spending Under $100 on Tableware by Type (percent): 3 Classifications

    Linens
    • Popular Purchase with Adults Overall
    • Engaged Women Are Prime Purchasers of Sheets/Pillowcases
    • Comforters/Quilts Appeal Strongly to Engaged/Newlywed Population
    • Engaged/Newlywed Population Spends Moderately on Linens
    • Quality More Important to Engaged Women Than to Single Women Overall
    • Marketers Support Registry Business with Advertising
    • Table 6-5: Bedding, Bath & Linens: Types Bought in Last 12 Months (percent): 8 Classifications
    • Table 6-6: Sheets/Pillowcases: Amount Spent in Last 12 Months (percent): 6 Classifications
    • Table 6-7: Towels: Amount Spent in Last 12 Months (percent): 6 Classifications
    • Table 6-8: Bed Pillows: Amount Spent in Last 12 Months (percent): 6 Classifications
    • Table 6-9: Comforters/Quilts: Amount Spent in Last 12 Months (percent): 6 Classifications
    • Table 6-10: Tablecloths/Napkins: Amount Spent in Last 12 Months (percent): 6 Classifications
  7. The Retail Arena
    Department/Home Stores
    • The Simmons Survey System
    • Gender a Factor in Type of Store Shopped
    • Note on Department, Discount, and Children's Stores
    • Newlywed Men Are Department Store Shoppers
    • Influence of Registries
    • Sears and Penney's Attract Similar Proportion of Newlywed Women
    • Kohl's: Below-Average Appeal to Engaged/Newlywed Customer
    • Bed-and-Bath Stores Attract Newlywed Women
    • Eddie Bauer Appeals to Both Sexes
    • Service Merchandise, Frank’s Draw Newlywed Women
    • Table 7-1: Department/Home Stores Shopped in Last 3 Months (percent): 17 Classifications

    Discount Stores
    • Engaged/Newlywed Status Not a Factor at Wal-Mart
    • Strong Draw of Newlywed Women at Kmart
    • Target Hits Engaged Men
    • Dollar, Closeout Stores Appeal Especially to Engaged Women
    • Marshalls Also Appeals to Engaged Women
    • Newlywed Women Favor Ames and Value City
    • Table 7-2: Discount Stores Shopped in Last 3 Months (percent): 13 Classifications

    Children's Stores
    • Toys R Us Draws 19.5% of Newlywed Women
    • Warner Bros. Lures Male Newlyweds, Too
    • Disney Store Has Special Appeal to Engaged Women
    • Table 7-3: Children's Stores Shopped in Last 3 Months (percent): 7 Classifications

    Office Supply/Computer Stores
    • Low Appeal to Engaged Population
    • Gender Patterns at Superstores
    • Newlywed Men Post Index of 143 at Radio Shack
    • Table 7-4: Office Supply/Computer Stores Shopped in Last 3 Months (percent): 7 Classifications
    • Home Electronics Stores
    • Men Are Prime Patrons
    • Best Buy Has Strong Following Among Engaged Men
    • Table 7-5: Home Electronics Stores Shopped in Last 3 Months (percent): 4 Classifications

    Home Improvement Stores
    • No Extra Appeal to Engaged or Newlywed Men
    • Higher Indices for Men Overall at Home Depot and Lowe's
    • Proportion of Newlywed Men Rises with Frequency of Visits
    • Table 7-6: Home Improvement Stores Shopped in Last 3 Months (percent): 5 Classifications
    • Table 7-7: Home Depot: Number of Visits in Last 3 Months (percent): 4 Classifications

    Catalogs
    • Lower Overall Appeal to Engaged or Newlywed Population
    • Newlywed Women Are Prime Catalog Customers for Bed and Bath Furnishings, Housewares
    • 13% of Newlywed Women Use Mail to Obtain Merchandise
    • 7% of Newlywed Women Spend $500 or More on Catalog Merchandise
    • Purchases for Self Versus Gifts
    • 12% of Newlywed Women and 13.5% of Women Use JCPenney Catalog
    • Table 7-8: Top Methods for Obtaining Merchandise from Catalogs (percent): 2 Classifications
    • Table 7-9: Catalogs: Amount Spent in Last 12 Months (percent): 5 Classifications
    • Table 7-10: Number of Times Bought Merchandise from Catalogs for Self in Last 12 Months (percent): 2 Classifications
    • Table 7-11: Number of Times Bought Merchandise from Catalogs as Gift in Last 12 Months (percent): 2 Classifications
    • Table 7-12: Catalogs Used in Last 12 Months (percent): 4 Classifications

    Appendix I: Examples of consumer advertising
    Appendix II: Addresses of selected marketers
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