Demographics showing a drop in the global marriage rate, but a surge in catch-up marriages post-pandemic, have affected the bridal industry in Canada.
Millennials and Gen Z are statistically 61 per cent less likely to get married or live with a partner, as of the 2021 Statistics Canada survey. Several things are cited as reasons for this, such as the cost of living from inflation, declines in secular religious belief, and a change in perspective for younger people. Still, the bridal industry is succeeding and seeing a surge in weddings since the COVID-19 pandemic. While Canadians are opting for smaller weddings to offset the extra costs, many weddings have been rescheduled and booked since last year. Some experts believe this is a positive shift, and others wonder what the long-term effects of this change may be.
The bridal industry continued to make waves in 2023, even with big names like David’s Bridal filing for bankruptcy, leaving over 300 of their stores risking closures. Even on a budget, Canadian consumers want trendy and affordable pieces, causing businesses to pivot towards innovation and following the changing trends.
“Mostly millennials. I’m definitely starting to see some Gen Z brides come up. Generally my brides tend to be sort of late 20’s, through late 30’s. I get an older bride sometimes, sort of forty plus, and again I do get some Gen Z, but I would say it’s mostly millennials,” said The Loved One owner Antonia Akai-Casuccio.