Trust Us, You Need The Inside Scoop

What began as a game of telephone at the National Bridal Market this spring has now gained traction and credibility. Word on the street is: bridal busy season is extended! If you’re a seasoned store owner, I’m sure this news has you jumping up and down, figuratively of course—and maybe literally for some of you. If you’re new here, let us sill the tea.

First, it’s important to know that many ‘seasons’ exist in the bridal industry—each with its specific role in the bridal business.

Tis’ The Season: Bridal Edition

Engagement Season

November-February: Undoubtedly, this season holds many opportunities for romantic proposals given its string of gatherings and celebrations. We can all anticipate rings galore on our social media feeds with each holiday that passes. 

From a business standpoint, you probably notice that this season overlaps with the slow season and the planning season—will I have a flip or a flop? Well, you may see a little bit of both. You’ll have some eager beavers who begin shopping early while family is in town to build on the excitement, and you’ll have some brides that hold off until the turn of the year to recoup financially after the holidays.

Planning Season (a.k.a. Bridal “Busy” Season)

January-March: Family shenanigans are concluded, dates are set, and brides are ready to get serious about wedding planning with the turn of the year—it’s what bridal store owners often refer to as “Bridal Christmas”. You can anticipate higher appointment counts, more social media and website traffic, and a most profitable quarter. 

The buzz at market from designers and other leaders in the industry is that the bridal busy season isn’t wrapping up in March as per usual—stores could see increased appointments and sales through late spring. Say what?!

Wedding Season 

May-October: Whether the birds are chirping, the sun is shining, or the leaves are falling, this is when the majority of your brides will tie the knot. It’s said that 67% of couples get married during these months. This means that they need their wedding dress before this time frame, hence why the previous season is busiest for bridal boutiques.  

It’s important to remember that as an owner, your busy season is not intended to match your brides’ busy season. You want to stay ahead of the curve!

Slow Season

November-December: Regardless of where your bridal store is located, these two months are notorious for family time, travel, and might I add, passing by in a quick blur. This is the beginning of Engagement Season—proposals are in the works, and brides-to-be are likely still on cloud nine. 

Some brides may capitalize on time off and family visitors by coming into your shop to start their dress shopping journey, but they may not be totally serious about purchasing yet. Oftentimes, bridal shops will see an increase in appointments but not necessarily an increase in sales during this time.

What’s The Catch?

You’re likely thinking: this all sounds too good to be true—you’re telling me that my uptick in appointments and sales could steadily continue this year? I hear you, you’re waiting for  a but. It’s not so much a but, but rather a because. 

Bridal shops around the country are seeing an upward trend in fast wear brides. More recently, and especially this busy season, brides are booking appointments mere months ahead of their wedding date. This timeline creates quite the crunch for special ordering, thus incentivizing ordering from designer active stock portals or selling dresses from inventory. 

This raises the question: Is the bridal busy season expanding or dispersing? Either way, it’s not time to shift gears in your store just yet. Keep pushing your advertising and marketing, regularly check designer’s active stock portals, maintain a good selection of off the rack gowns, and equip your staff with the knowledge they need to make these sales!

Stay focused, stay stocked, and stay sharp—because the bridal busy season isn’t slowing down, it’s simply shifting in real time.