James Sacco, a wedding and events consultant who works at the Claridge Hotel in Atlantic City, told the The New York Times that “out of the 56 weddings we have done this past year, at least 16 were vows renewals.”
As more married couples renew their vows, vendors who are on the lookout for this work and know how to attract these couples stand to benefit.
“With divorce rates being what they are, some couples who have stuck it out are finding ways to celebrate — and possibly strengthen — their relationships through a splashy, public affirmation,” writes Linda Marx in a recent New York Times Style story.
James Sacco, a wedding and events consultant who works at the Claridge Hotel in Atlantic City, told the Times that “out of the 56 weddings we have done this past year, at least 16 were vows renewals.” Racquel Kristi, owner of an event production company in Columbia, Maryland, also weighed in on the story, telling the Times vows renewals now represent about 30 percent of her wedding business.
Society of American Florists members Manny Gonzales of Tiger Lily Florist in Charleston, South Carolina, and Heather Waits of Bloomtastic Flowers & Event in Columbus, Ohio, say they haven’t seen those kinds of numbers. (Both Gonzales and Waits have been featured in recent years in Floral Management magazine for their impressive wedding work.)
“We’ve had two renewals this year,” Gonzales said. ” doesn’t seem like a trend or anything. I wish it would become one though.”
Waits said she’s had three vow renewals this year — a small but significant number.
“This is the first year we’ve had any,” she said.
Renewal ceremonies (and parties) can be a far cry from a first-time wedding, and that means vendors may want to think about marketing those services in new ways. Among the differences:
Size. Sacco told the Times that “cows renewals tend to be more relaxed than weddings, and generally have 60 to 75 people as opposed to weddings of 200 people.” Waits has had a similar experience; her renewal couples have ordered a “small bouquet” and “a couple centerpieces” often in monobotanical designs (all roses). “Here in Columbus, it’s nothing flashy or extravagant,” she said.
Style. Couples who are renewing vows (and footing the bill themselves) often feel less beholden to family traditions, and less worried about offending a tradition-bound grandparent or parent. “Couples want to celebrate their renewals totally differently than their weddings, not as their parents expected,” Marx writes.
Timing. Renewals often coincide with a milestone anniversary: 25, 30 or 40 years. They can constitute. “Many couples wait to do this years later to celebrate a big anniversary,” said Celia Milton, a nondenominational officiant in North Haledon, New Jersey.
Tempted to test the waters in your area? Why don’t you… Run a vow renewal ad (or three) targeted at married women in their 50s and 60s? Use a visual that speaks to a simple, sophisticated point of view and incorporate verbiage that captures the spirit of a renewal: “Say I Do Again” or “Promise Forever One More Time” or the cheekier “This Time, Walk Down the Aisle Your Way.” Read more.
