The bride and her checkbook - fewer weddings in January because of the weather

American Demographics, Jan, 1998 by Shannon Dortch

In much of the U.S., the weather outside is frightful in January, or at least rainy. That's the major reason why brides and grooms would rather get hitched in just about any other month. In January 1996, only 100,000 couples tied the knot, compared with more than twice as many during the prime wedding months of summer.

Brides and grooms may not be walking down the aisle in January, but wedding planning season is in full swing. Brides have money to spend, authority over their nuptials, and they know what gifts they want to receive, according to a new survey for Modern Bride magazine by Roper Starch Worldwide.

Engaged women are having a ball planning their weddings. More than nine in ten say the planning period has been a romantic and special time in their lives like no other. Three-fourths say their mother is helping, but the days of Mom calling the shots may be over. Half of brides-to-be say their mother is helping some, but her involvement isn't substantial.

Some sociologists credit rising age at first marriage with a decline in divorce rates. But it's also good news for companies that sell to brides. Older brides spend more than average on that signature wedding item, the dress. Engaged women spent an average of $721 in 1997, including $804 for those aged 25 to 29, and $821 for brides aged 30 or older. Young brides aged 20 to 24 spent the least, at $611.

Brides may be at least somewhat flexible in what their attendants wear. And the likelihood of greatly influencing bridesmaids' attire decreases with age. Ninety-seven percent of brides aged 20 to 24 say they had influence over the bridesmaids' dresses, compared with 92 per cent of those aged 25 to 29, and 85 percent of brides aged 30 and older. Perhaps older brides are more accommodating to the wishes, budgets, and figures of their friends.

These data were collected by mail in April 1997 from 1,990 engaged women. Nine in ten were entering their first marriage. For more information, contact Modern Bride magazine, 249 West 17th Street, New York, NY 10011; telephone (212)462-3400.