How Brides Buy

Virtually all brides register: According to Bridal Guide magazine, 65 percent of brides say registry is important; another 34 percent don't, but plan to register anyway.

Relatively few — only 29.5 percent — worked with a registry consultant, and almost half said they didn't want help, so stores that pride themselves on customer service may want to add a do-it-yourself option. Meanwhile, 19 percent had some help but would have liked more, and 7 percent said no one was available to help them, even though they wanted help.

Almost half — 47.3 percent — plan to attend bridal events in stores. Most brides register at more than one store: about 42 percent use two, 34 percent three, and 19 percent four or more, so independents shouldn't assume those who register at big boxes are lost customers.

As to where to register, word of mouth is reflected in two of the top three answers: “they have a good reputation for quality products,” at 54 percent, and “Other people I know have registered there,” at 48 percent. (The third was “They have good prices,” 53 percent.)

Also important to brides' store choices was “They are available online,” at about 40 percent. However, that doesn't necessarily mean they'll register online: only 28 percent planned to register before going to a store, but 43 percent planned to look online for pattern and style ideas, and 66 percent plan to register in-store first, then add items online.

As for guests, brides believe more than 80 percent are very or somewhat likely to purchase registry gifts online. And brides think shoppers want to see what they're getting, even though the bride chose the gift: 63 percent say it is very important, and 35 percent, nice but not critical. Today's brides put practicality above presentation: 63 percent said free shipping was important, but 73 percent said free gift wrap isn't.

There's lots of room to expand the completion market: fully 29.3 percent of survey respondents didn't know they could complete their registry until asked about it, and a majority (60 percent) didn't know completion events offer discounts and gifts.

According to Condé Nast, brides are more likely to shop upscale and specialty stores: 52 percent go to specialty home furnishings stores, compared to 29 percent of single women, and 20 percent go to upscale home furnishings specialty retailers, compared to 10 percent of single women. They are also more likely than single women to say “price is less important, I must have what is best” in categories ranging from jewelry to home furnishings, china and crystal, fashion accessories and stationery.