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MarketWatch: Single Millennials Buying Housewares Ahead Of Marriage

More Millennials are shopping for housewares ahead of marriage and are attracted to companies offering high-end goods at more affordable prices, according to a recent article from MarketWatch.

New housewares companies, explained the media outlet, are emerging selling luxury cookware, bedding and home goods at more affordable prices. Their target? Single Millennials who are interested in buying quality housewares ahead of getting married.

According to the U.S. Census Bureau, stated the article, the median age of first marriage reached its highest point on record at 27.4 for women and 29.5 for men in 2017. With millennials getting married later in life and making housewares purchases on their own, the wedding registry that normally would have higher-priced housewares included, has evolved.

According to a recent registry survey from wedding website The Knot, there’s been a 50% rise in cash registries since 2017, the study found, with the most popular requests being honeymoon costs (49%), a home down payment (27%), wedding expenses (25%) and pricey appliances (15%).

Gourmet housewares retailers have noticed the shift in wedding registries, whether it is the age of customers or the goods they are shopping for. To combat this, as well as to entice consumers to register with them, independent retailers in the gourmet housewares segment are finding ways to differentiate themselves as well as their registries, offering them for things like new homes, first homes and other milestone occasions.

Beyond personal attention, gourmet kitchenware shops possess the unique ability to pair local knowledge with deep product consultation, which can comforts future brides at a time when they might be overwhelmed by detail after detail while planning their weddings or moving into their new place.

“We give them a second to breathe and let them know we are here to help,” said Ashley Berry, owner of Rapid City, SD-based Someone’s In The Kitchen. “That really gets them excited about the registry.”


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