Don’t panic!
Have you been feeling panicked because you don’t have enough weddings booked for 2024 yet?
Are you wondering if you’ll be able to fill your 2024 calendar?
I’ve been having a lot of conversations with friends and colleagues about what’s happening right now so I’ve been doing some research and the results are fascinating.
Poppy Flowers released a trends report this week based on over 3000 weddings over the past 3 years and the results are interesting.
On average couples book their wedding flowers 5.7 months in advance!
Second quarter is the busiest booking season.
Couples are spending an average of 17% more than their stated budget on wedding flowers.
What does this mean for us? Don’t panic about a lack of bookings - they’ll come in the second quarter. Also, don’t be put off by a stated budget - couples typically spend more.
Couples getting married in the US right now are at an average age of 28-31 years old. They are Gen Z also known as Zoomers. They are different from any generation before them and it’s essential to understand them and adapt your business to connect with them in a meaningful way.
Gen Z:
The first generation to have had access to social media their whole lives.
The first digital natives, they are completely comfortable online.
They do extensive research and take time to make decisions.
They highly value ease of use.
More likely to shop and buy on social media.
Zoomers tend to be much less attached to specific brands, instead preferring to shop around for the best deal and take time to make decisions.
They place high importance on brand ethics and corporate responsibility, even more so than Millennials.
What does that mean for us? As wedding floral designers we need to assess our processes and online presence to make sure we are connecting with today’s engaged couples.
How?
Show your face - connection starts as soon as the client clicks on your site or IG
Simplify your inquiry form - ease of use
Use technology for booking and payments
Identify what sets you apart and talk about it (sustainable practices, local flowers, etc)
Use expiration dates on your proposals
Offer an accessible product for more budget conscious couples - a la carte
Read more about Gen Z here