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Marketing for florists: Meet Today's Bride
Marketing for Florists |
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Written by Michelle Brisebois
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The lifestyle of the average Canadian woman has changed radically over
the last 50 years. When we consider that it was roughly 85 years ago
that women got the right to vote in Canada, yet we’ve already had a
female Prime Minister (brief as it was), one can begin to see how fast
the progress has really been. Today’s young woman is a very different
breed than her grandmother was.
 The lifestyle of the average Canadian woman has changed radically over the last 50 years. When we consider that it was roughly 85 years ago that women got the right to vote in Canada, yet we’ve already had a female Prime Minister (brief as it was), one can begin to see how fast the progress has really been. Today’s young woman is a very different breed than her grandmother was. For those of us who service the wedding industry, this metamorphosis has significant implications. The high colour on the cheeks of today’s blushing bride is more likely caused by adrenaline as she rushes from an executive presentation to her yoga class, rather than from bashfulness. Here are some key ways that today’s bride isn’t your grandmother’s bride!
A Bit More Seasoned:
Our modern bride is older than her predecessors. According to Statistics Canada as of 2002, the average age for first marriages is increasing each year for both brides and grooms. In 2000, women were 31.7 years old on average at the time of their first marriage, while grooms took their first walk down the aisle at an average age of 34.3. In the eighties, brides and grooms were 25.9 and 28.5 years old, respectively, at time of first marriage. Greater economic opportunities (education and career) for women have possibly contributed to this delay. Bear in mind that a woman in her early thirties with a career will have a stronger sense of what she wants, make more of the decisions herself (rather than her parents) and will desire more customization. Today’s bride may request unique floral items that remind her of her childhood or a wonderful trip she took with friends during her extended single life.
Well Heeled:
Today’s bride has more disposable income than brides of yesteryear. In 1980, women 15 years of age and over made 52 cents for every $1 earned by men. By the year 2000, this ratio stood at 64 cents for women to every $1 earned by men. Historically, many women entered the workforce after raising a family – now they go for the brass ring before the teething ring. Because woman have competed in the business world aggressively early in their careers, their wages have made strides. Salaries have been stagnant for men, increasing in 2000 for the first time since 1980. In contrast, earnings have increased steadily in each decade for women. According to Stats Canada, male earnings fell by about $200 between 1980 and 1990. Salaries then increased by $2,000 or 5.6% over the next decade. For women, earnings rose 13.9 per cent between 1980 and 1990, and a further 12.9 per cent between 1990 and 2000. Take a look at the premium end of your offering and consider enhancing it with more elaborate floral options. The bride of today has a strong sense of individuality and resources to fund it.
Cultural Fusion:
Canada’s growth is coming from immigration – primarily Asia. As Canadian culture is more influenced by Asian culture, we will start to see it affect wedding trends and meld with established Canadian tradition. Statistics Canada also reports that since 1991, mixed unions have increased 35 per cent (according to the 2001 census). Just over three per cent of all existing Canadian marriages or common-law unions are mixed. Although Chinese are one of the largest immigrant groups in Canada, they have the second lowest rate of mixed marriages at 16 per cent of the married population. It’s surmised that subsequent generations will be more likely to intermarry with other Canadian ethnic groups. When we are new immigrants, we tend to marry our own culture. In Chinese tradition, flowers represent beauty as well as being symbols of life, happiness, and fertility. Red symbolizes ultimate joy in Chinese culture. Using red roses or other red flowers will boost the Chinese decorative look popular in traditional weddings. Peonies – a traditional Asian flower – are becoming very popular for bridal bouquets.
Encore Brides:
According to Statistics Canada, many of your bridal customers may have a bit of “wedding experience” under their garter belts already. Numbers from 2003 indicate that the incidence of Canadians getting divorced more than once is on the rise. Marriage breakups involving wives who have been divorced at least once tripled in three decades. In 2003, 15.7 per cent of wives getting divorced had at least one previous divorce, while in 1973, the rate was 5.4 per cent. A second (or third) time bride can be planning her wedding at any stage of life and may have more unusual requests. Many second time brides opt for different coloured gowns and therefore the colour scheme of the floral accents will be more fashion forward. A second time bride may opt to have flowers in her hair rather than a veil. Fresh flowers are replacing the traditional wedding cake toppers at more and more nuptials.
The Bride is a Groom/The Groom is a Bride:
Canada was the third country in the world to legalize same sex marriages. The recent change in government has caused many to wonder if this type of union will continue to exist. However, for the moment, it is an alternate form of marriage. Many in the wedding industry have discovered that providing a wedding service for same sex unions can be a good business decision. Some of your competitors may choose not to target or service this group for personal reasons. If you think it’s a market you could serve, consider advertising in the appropriate publications. Same sex couples tend to be older, more affluent and well travelled. There often aren't children in the picture to tax the disposable income. Statistics show that at least 50 per cent of the same sex marriages performed in Ontario and B.C. are between two U.S. citizens who’ve travelled here to be legally wed. Wedding trend watchers have noted that same sex unions tend to focus more on the details and feature unusual colour stories.
It’s clear that our image of the blond Dresden doll on the top of the wedding cake no longer represents the typical Canadian bride. In fact, there is no typical Canadian bride anymore. It’s a fusion of age, culture, experience and even gender. Look for your brides in unconventional places and think of her life after the wedding too. Today’s bride will probably entertain and treat herself to beautiful flowers every now and then so this may be a relationship with long-term potential. If you get the wedding right, you and the new “Missus” could have a long and happy union.
Michelle Brisebois is a marketing
professional with experience in the food, pharmaceutical and financial services industries. She specializes in brand strategies.
Weddings ... by the numbers:
• Percentage of the total Canadian population that was married in 2005 – 49 per cent.
• The number of couples who tied the knot in 1997 – 153,306, compared to 2002 – 146, 738.
• About three-fifths of weddings take place in the summer, with 20
per cent of couples choosing to exchange vows in August, and 3.7 per
cent getting married in February.
• Average number of guests being invited to a wedding – 188.
• Average cost of a wedding – $20,000.
• According to the diamond industry, a man should spend two months’
salary of an engagement ring, but the actual number is 0.96 months. |
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