UPDATE: Move over, Bridezilla -- this new bride is spooking the wedding industry
By Jillian Berman
Savvy marketers have figured out how to cater to a nonconformist bride
"Inner-envelopes don't matter to me."
To most people, that probably seems like an obvious sentiment, but Samantha Sannazzaro meant it as a declaration of independence of sorts. When we spoke earlier this year, Sannazzaro was in the midst of planning her October wedding and as anyone who has recently done the same knows, the wedding industrial complex -- which generated more than $77 million in revenue in 2016, up from more than $65 million in 2012, according to research firm IBISWorld -- can make a choice like nixing an extra envelope seem rebellious.
But instead of bowing to pressure, the 28-year-old realized that inner-envelopes -- a second envelope that holds an invitation inside of the envelope with a printed address -- as well as card boxes and a white dress, for that matter, weren't important to her. What made her so chill? Listening to the increasingly popular Bridechilla Podcast (https://thebridechilla.com/be-a-bridechilla/#).
"It's almost like a battle cry for brides," Sannazzaro said of the bridechilla concept. It means two things to her: Remaining calm during this very stressful time, and taking control.
McCormack's listeners aren't necessarily skimping on their wedding budgets: They have an average wedding budget of $20,000 or more. But couples who listen to a wedding-themed podcast or subscribe to a wedding site are, arguably, more likely to spend more. Couples spend $35,329, according to a 2016 poll by The Knot, but given the median household income in the U.S. hovers at around $55,000 (http://www.deptofnumbers.com/income/us/), most working couples likely spend far less than that.
Businesses cater to bridechillas