A growing number of couples are turning to Amazon to complete their marriage records rather than traditional retailers, according to the results of a recent survey obtained in the mail.
Amazon controlled 45% of wedding list listings in the fourth quarter of 2021, according to a quarterly survey conducted by Baird and released on January 2. The survey tracks how often couples list retailers or brands on their online registries.
The e-commerce giant’s “list penetration” into marriage records was the highest of any company since Baird started tracking data six years ago.
Bed Bath & Beyond, the home goods retailer that once dominated the market, saw its share drop to about 30% for the quarter, according to the survey.
That figure marked a significant drop for the company, which controlled a 44% share of marriage registry listings at one point in 2017. It was also the lowest share for Bed Bath & Beyond in the history of the investigation.
Target ranked third on the list, with a quarterly share of 26%. Cash and travel requests ranked fourth with 16%, followed by retailer Crate & Barrel with 15%.
Baird noted that online marriage registries are of “strategic importance” to retailers. Ledgers are full of high-margin items and are a potential way for businesses to acquire long-term customers.
Industry analysts expect the number of marriages to increase in the coming months if the U.S. economy recovers from the COVID-19 pandemic. At least 2.6 million couples are expected to organize weddings in 2022, according to The knot.