Stores Taking Over Wedding Planning reports Favors By Serendipity
Parents and Grandparents find marginalized role in new era of weddings
In an attempt to explore the meaning behind wedding registries in general, the University of Notre Dame saw its marketing professor, Tonya Williams Bradford, interview and observe over 70 registrants, gift-givers, and retail employees. What she found was that families “outsourced” the standard ritual of gift-giving to retailers. That act lead to what she described as less personalized and more commercialized gifts in general.
According to Bradford, the roles of traditional assistance that was held once by grandparents and parents alike has now been handed off to retailers. Couple's parents historically played a large role in choosing many items and happenings in the newlywed couple's celebration and start-up. The mothers often were in charge of communication to the extended family and friends, while the couple was adequately prepared for the major occasions. It appears now that retailers offer up more suggestions to couples registering, while parents (whether they like it or not) are pressed to the wayside when it comes to showers and engagement parties.
"The notion of gift-giving used to hold much more sentimental value. Now, everything is pretty much purchased, and, sadly, many people don’t put a lot of thought into customizing those purchases,” Bradford said.
Bradford did note that retailers and newlyweds are more than happy to take over wedding planning and gift-giving when afforded the opportunity.
"For the retailer, it certainly has increased the revenue," said Bradford, according to Business News Daily. "And for the bride and groom, there is a broader net for those who can participate, because all that is necessary is to communicate the registry website to potential gift buyers."
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