There’s no denying, it’s been a very tough year for the wedding industry. Totally unprecedented times have meant that wedding suppliers across the country have lost a huge amount of business over the last 9 months. But, with the great news that a vaccine is on the horizon, we can all look forward to a brighter (and busier!) 2021.
With that in mind, we’re here to chat about how Boxing Day can be a greatly profitable day for your business. We all know that Boxing Day sales are huge for the retail industry, but did you know it is also one of the biggest days of the year for wedding planning?
Take a look at the Google Trends data below. This chart documents how often the keyword ‘wedding’ has been searched, over the past 5 years. Every single surge in demand correlates with either a Royal Wedding or, as circled in pink, takes place between 26th December and 10th January.
The reason for this sudden surge in demand is two-fold. Firstly, Christmas is the most popular time of year to get engaged. So, in those few days between Christmas and New Year, basking in newly engaged happiness and cosy, festive cheer, couples start to dip their toe into the wedding planning waters by exploring their options and getting a feel for the kind of wedding day they might want for themselves.
What’s more, everyone who is already engaged and perhaps has their wedding scheduled for the upcoming summer realises- hang on, I’m getting married this year! That cosy gap between Christmas and New Year, when pyjamas are the daily outfit of choice and we’ve all lost track of what day of the week it is, means engaged couples have plenty of down time to browse for inspiration and get their wedding planning hats back on.
So, with all this in mind- how are you taking advantage of the Boxing Day spike this year? Here’s our top tips for making the most of it.
1. Launch a promotion
Lean into the Boxing Day sales and offer your own special discount or deal! Splash your promotion across social media and your website to entice couples to make the commitment. Send out a newsletter to your lead list and let’s get as many couples as possible over the finishing line.
2. Get your social media in tip-top shape
The run-up to Christmas is notoriously quiet for the wedding industry, this year more so than ever. Use this time to spruce up your social media. Make sure your best work is showcased and use plenty of hashtags on Instagram to get your brand in front of couples.
3. Touch base with your sales leads
If you’ve got any leads who have expressed interest in your services but haven’t signed on the dotted line yet, be sure to reconnect with them this festive season. Even if it’s a light email or a lovely card, wishing them a Merry Christmas. Make sure that you’re the first person they think of when their wedmin tasks creep back onto their to-do lists.