As the summer wedding season draws to a close, many people may be wondering about the planning process of the big day and what an average wedding looks like. We have teamed up with Angelic Diamonds, retailers of tension set engagement rings, to analyse Google search data and find out more about the planning process of a British wedding.
When looking at the keyword research over the past 3 years, the peaks in the search volume regarding ‘wedding venues’ occur in the month of January of each year. Often, choosing a wedding venue is at the start of the wedding planning process as a venue can become fully booked more than a year in advance. This suggests that people begin to actively plan their wedding at the start of the year — in 2017, almost 1,500,000 searches were made around wedding venues in January.
The lowest search volume around this term occurs in December (this was 658,800 in 2016). It is likely that this is when people are more focused on Christmas festivities than wedding planning. Another explanation for this is that couples become engaged over the Christmas period and begin to plan their wedding the month after — the peaks in searches for ‘engagement rings’ can be seen in December each year.
It appears that people begin to choose their wedding flowers in March time. From 2014 to 2017, this is when the greatest peaks were for people searching ‘wedding florists’ (aside from in 2015 when February saw the highest search levels). In 2016, around 1,200,000 people searched for the term — suggesting that deciding on wedding flowers occurs around 2-3 months after they’ve secured a venue.
When it comes to pricing, the average monthly searches over the past year for ‘cheap wedding flowers’ was 720. This was over 70 times more than those who searched for ‘expensive wedding flowers’.
Similar to the searches for ‘wedding venues’, people search for ‘wedding invitations’ around January — supporting the idea that this when people begin to actively plan the big day. More people are searching for wedding invitations through their mobile in recent years. Between 2016 and 2017, 61.1% of searches for this term were conducted through a mobile, this is almost 20% more than between the years 2014 and 2015. Searches on a tablet, however, fell by over 10%, perhaps more people have made the transition to a smartphone since 2014.
Overall, less people are using the internet to search for wedding invitations. Between 2014 and 2015, the number of searches around the term was 90,500 and this fell to 74,000 between 2016 and 2017. This could be explained by the rise in the use of social media for wedding inspiration or the fact that 56% of brides surveyed in 2017 said that they made their own invitations according to Confetti.
According to Google, fewer people are conducting searches about wedding planners. This could be due to people organising the wedding themselves or with the help of family and friends.
From 2014 to 2017, most people were searching for ‘wedding planners’ in the month of January. In January 2014, around 1,500,000 searches were made around this term and in January 2017 this had fallen by close to 4,000.
Those living in London, Birmingham and Glasgow made the most searches for ‘wedding planners’ between 2016 and 2017. Although these cities are among those with the highest population, Glasgow has around 900,000 fewer residents than Manchester, yet 0.2% more searches came from the city.
Overall, it appears that there are more people searching for wedding dresses online than in the past. The searches around this term have risen by around 500,000 between 2014 and 2015. More people are using their phones to search for their perfect dress too —between 2016 and 2017, 66.3% of searches were carried out on a smartphone. Between 2015 and 2014, this figure was 44.6%.
When looking at search volume, around 3 times more searches were made for ‘wedding dresses’ than ‘wedding flowers’. This suggests that people may prefer to visit the florist in person or maybe finding out about florists through word of mouth.
More people are turning to the internet when it comes to searching for wedding rings, search around the term have increased by around 400,000 from 2014 to 2017 — with most of the searches being made in December.
When comparing the search for men and women’s rings, it appears as though people turn to Google more when they are looking for a men’s wedding ring. Over the past year, ‘men’s wedding ring’ was searched for on average 22,200 times per month and ‘wedding rings for women’ was searched for 8,100. Considering the variation of women’s wedding rings compared to men it could be explained by a women’s preference to choose their ring in person.
So, it appears as though the wedding planning process truly gets underway around January — following a surge of engagements across the festive period. More of us are using our phone when choosing a wedding dress and those living in London are more likely to sit back and let someone else deal with the stress of planning the big day!
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