Wedding bells are ringing pretty much nonstop this year. According to The Wedding Report, there will be nearly 2.5 million weddings in the United States in 2022. That’s the most in a single year since 1984.

Although the main cause for this uptick is COVID-related reschedules from 2020 and 2021, it doesn’t change the fact that people in the wedding industry are completely swamped. To give you an idea, some wedding planners were too overwhelmed to even speak on the topic; one told ASI Media, “I’ll have to pass at this time since I have 150 weddings and am booked with meetings every day.” Those who did have the time had plenty to say, including how the promo industry can take advantage of this happily-ever-after boom.

Desiree Colonna of Inkwell Designers has had luck selling these “fiancé earrings” on Etsy. (photo courtesy of Etsy)

Sales have skyrocketed for companies that service the wedding industry. “My wedding signs on Etsy are up 800%,” says Desiree Colonna, CEO of Inkwell Designers (asi/553001) in Woodstock, GA. Colonna has also seen an uptick in her fiancé earrings – baubles that feature an acrylic, die-cut photo of the groom-to-be dangling from white sequin toppers – being purchased for bachelorette parties.

Custom sunglasses like these from Eyevertising are popular wedding merch.

Miami-based supplier Eyevertising (asi/57371) has also seen demand for personalized wedding items as travel reopens and more bachelor and bachelorette events are being planned, according to Marketing Manager Stephanie Morales.

At Totally Wedding Koozies, the sister company of Coldwater, OH-based distributor Totally Promotional (asi/168375), sales are up 43% this year, according to Shelley Grieshop, public relations director. And, she adds, “our peak season for wedding orders is yet to come.”

Wedding planner Holly Sunafrank, owner of Ohio-based Holly Nicole Planning, says her business has been slammed since 2021, where she had just “five weekends where I didn’t work triple-header weddings.” That hectic schedule is continuing in 2022. By February, Sunafrank says, she’d already booked at least one event a month.

Light blues have been particularly popular for weddings in 2022, according to Holly Sunafrank, owner of Holly Nicole Planning. (photo courtesy of Holly Nicole Planning)

For color and design trends this year, think natural, neutral and simple – at least for the most part. Brides are choosing “simple satin dresses, square necklines, pearl veils, deconstructed arches, baby’s breath for florals,” Sunafrank says. “I’m seeing a lot of light blues, different shades of green, even yellow – if you can believe it.” (If you recall, ASI Media predicted yellow's popularity on several occasions.) Neutral and rustic colors are also gaining traction for Totally Promotional. “Sage, willow green and dusty rose are climbing to the top as best-selling wedding colors,” Grieshop says. Simple designs – incorporating delicate flowers and ivy – are also popular, she adds. Colonna reports her customers are clamoring for eucalyptus, “big white roses” and boho designs.

Another trend in 2022 is including children and pets in the custom wedding-merch mix. “There’s been a higher request for kid-size sunglasses and shirts – specifically for the flower girl and ring bearer,” Morales says. Grieshop has noticed more customers asking for images of their furry friends on wedding products, “even pet images on napkins, cups, wedding party gifts and guest welcome bags.”

More and more couples are asking for images of their pets on their custom wedding products. (photo courtesy of Totally Promotional)

For promo firms looking to cash in on the lucrative wedding business, it’s best to lean into personalization capabilities to create unique and memorable gifts and experiences. “Try items that won’t break their bank, but are still fun to incorporate,” Morales says. “Bonus points if they’re functional.” Custom sunglasses and apparel that shows off the couple’s hashtag or wedding date would fit the bill, she adds.

Colonna suggests personalized table signs, wedding signs, cake toppers and wooden giftboxes. In addition, “engraving on wine, liquor and fragrances for the mothers of the bride and groom are always popular.”

Ultimately, couples want to create a feeling of magical wedding bliss for themselves and their guests, which is crucial to remember when trying to meet their needs. “People who invest in weddings are investing in the experience vs. the product,” Morales says. “Offering products that speak to that will be a no-brainer when working with this industry. It’s about the story they want to tell their guests. Stick to that understanding, and you’ll see better success.”

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