With a new year and a new decade upon us, and peak wedding shopping season quickly approaching, it’s high time for some fresh wedding trends.
Etsy Trend Expert Dayna Isom Johnson predicts that in 2020, couples will seek out wedding details that reflect their personalities and happily discard any wedding customs that don’t. Whether assembling non-traditional wedding parties (think: bridesmen, groomswomen, or best pups) or opting for pantsuits over ball gowns, wedding planners are focusing on inclusivity, sustainability, and, above all, individuality. Say goodbye to cookie-cutter and hello to a fresh wave of wedding shoppers by embracing these trends.
This year, we expect Weddings & Party category sales to grow, driven by strong performance in the Decorations and Gifts & Mementos subcategories. Gross merchandise sales for the larger category peak from April through September, making the next several months a high-opportunity period for wedding sellers.
During this time we’ll attract buyers to Etsy by highlighting consistent wedding favorites (think unique cake toppers, groomsmen gifts, and bridesmaid robes) alongside the emerging trends below. To make the most of the season, lean into classic bestsellers while exploring these trending themes with new products.
Trends by category
Decorations and Gifts & Mementos trends
Cross-category trends
Groovy gatherings
Elevated ‘70s style is making its way into wedding celebrations, as couples tastefully incorporate groovy lettering, retro color palettes (like Etsy’s 2020 Color of the Year chartreuse), and disco decor into their big days. “The ‘70s embraced bold, optimistic, colorful celebrations of individuality,” says Dayna. “And that’s exactly what we predict shoppers will gravitate to this year.” From free-spirited, folksy looks (like billowing dresses and nature-inspired headpieces) to disco glamour a la Studio 54, there’s a wide range of styles for sellers to explore.
On Etsy, we've seen searches for ‘70s invitations increase 18% and searches for disco ball items increase 18% in the last six months (compared to the same time the previous year).
Non-traditional wedding parties
Today’s couples are throwing tradition out the window and opting for wedding parties that include all of the people (or even pets) that matter most to them. “Think groomswomen, men of honor, and even best dogs,” says Dayna.
We’ve seen a 171% increase in searches on Etsy for bridesman items and a 72% increase in searches for best woman items in the last six months (compared to the same time the previous year).
Sustainable style
“Shoppers are becoming increasingly mindful about their purchases, and that includes what they’re buying for their weddings,” says Dayna. Offering items that incorporate sustainable materials (like cufflinks made from recycled metal) or vintage items helps shoppers eager to reduce their weddings’ impact on the planet. Vintage sellers, take note: There’s rich opportunity here to appeal to sustainability-minded shoppers by showcasing how existing objects can be repurposed and styled for weddings.
We’ve seen Etsy searches for reused, recycled, or reclaimed wedding items increase 7% in the last six months (compared to the same time the previous year).
Decorations and Gifts & Mementos trends
Wellness favors
Couples are sending their guests home with items that not only look beautiful in a display of favors, but also promote wellness. “Couples want to give their guests the gift of relaxation, which will likely come in handy after a big night celebrating,” says Dayna.
On Etsy, there’s been an 11% increase in searches for crystal favors, a 9% increase in searches for soap favors, and a 5% increase in searches for candle favors in the last six months (compared to the same time the previous year).
Clothing trends
Power suits
Last year, Dayna called out that suit sets were rising in popularity, and now we’re seeing this trend make its way into weddings. “I have a hunch that more and more brides will start swapping ball gowns for two-piece ensembles,” says Dayna. This empowering trend is as statement-making and fashion-forward as it is practical and comfortable. Consider appealing to brides who aren’t quite ready to commit to this trend for their ceremonies by framing your suit sets as second looks for the reception or other events like bridal showers and rehearsal dinners.
We’ve seen a 24% increase in searches for bridal jackets and a 4% increase in searches for women's pantsuits in the last six months (compared to the same time the previous year).
Coordinated couples’ coats
In December, Dayna highlighted matching wedding jackets as the wedding trend to look out for in 2020, and it’s safe to say it’s not going anywhere soon. “This trend allows newlyweds to wear something as unique as their relationship,” says Dayna. Embrace this trend with more than just matching colors: Get creative with hand-painted denim and embroidered leather jackets.
We’ve seen searches on Etsy for couple jackets jump 15% in the last three months (compared to the same time the previous year).
Jewelry trends
Vintage rings
Vintage rings are rooted in history and meaning, and are a popular choice for shoppers seeking unique jewelry unlikely to be spotted on anyone else. Within the trend, today’s shoppers are specifically loving the geometric styles of the art deco era. If you sell vintage rings, highlight how buying vintage is an easy way to shop sustainably.
We’re seeing a 20% increase in searches on Etsy for vintage wedding rings and a 5% increase in searches on Etsy for art deco wedding rings within the last six months (compared to the same time the previous year).
For more wedding trends and tips for how to apply them in your shop, be sure to listen to this Etsy Success podcast episode featuring Dayna and check out our latest Marketplace Insights report.
Words by Audrey Manning
Audrey Manning grew up in Brooklyn, just blocks from Etsy HQ. These days she's working from PA and busy trying to keep up with her toddler.
