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XO Group Inc. serves its audience with information, products, and services during critical lifestages: planning a wedding, sharing life as a couple for the first time, and planning for the birth of a first child. We believe the expenditures during these lifestages, including weddings, honeymoons, registries, setting up a first home, and adding a baby to a household, amount to over $190 billion every year in the U.S.
Each year, approximately 2.2 million marriage licenses are issued in the United States as reported by Pew Research Center's tabulations of the United States Census Bureau American Community Survey. According to The Knot Market Intelligence’s Annual Real Weddings Survey of nearly 13,000 recent brides, the average amount spent on a wedding in the United States in 2013 was nearly $30,000, including the cost of the engagement ring but excluding the cost of the honeymoon and gifts.
During the year prior to and the years following a wedding, we believe that the average couple will make more buying decisions and purchase more products and services than at any other time in their lives, forming important brand affiliations and loyalties. From local wedding service providers to major national brands, a wide variety of advertisers seek to reach to-be-weds, newlyweds, and new parents. Replenished on an annual basis, wielding substantial budgets, and facing a firm deadline, engaged and recently married couples are ideal recipients of advertisers’ messages, products and services.
The wedding market also represents significant opportunities for the retail industry. The average U.S. wedding has approximately 140 guests. According to The Knot Market Intelligence’s 2013 Registry Study, these guests (often as couples) spend between $50 and $100 for a gift, on average. Because items are selected by the engaged couple but purchased by their guests, couples can have low price sensitivity, and retailers discount traditional registry products less often than other merchandise. Registering for products in all categories has grown to include less traditional registry items such as power tools, electronics, and honeymoons, which has prompted many national retailers, previously without registries, to enter the gift registry market. Management estimates that the total bridal registry and gifting market is approximately $10 billion annually.
Besides moving in together and getting married, the other major milestone couples face is the birth of their first child. According to the NCHS National Vital Health Statistics Reports, of the more than 4.0 million U.S. births every year, 1.6 million are first-borns. Like planning a wedding or shopping for insurance, first-time pregnancy creates a tremendous deadline driven need for information and products. Based on data from the United States Department of Agriculture Expenditures on Children by Families 2012 report, first-time mothers in the U.S. are estimated to spend nearly $25 billion on their babies(newborn and toddler). These expenditures include big-ticket items they are unlikely to buy again and can result in the formation of brand loyalties that may continue with the arrival of additional children.
This site contains forward-looking statements regarding future events or the future financial performance of XO Group. These statements are only predictions and reflect the current beliefs and expectations of XO Group. Actual events or results may differ materially from those contained in the projections or forward-looking statements. Factors that could cause actual results to differ materially from the forward-looking statements contained herein are detailed in documents The Knot files from time to time with the Securities and Exchange Commission, including its recent filings on Forms 10-K and 10-Q. Forward-looking statements on this site are made pursuant to the safe harbor provisions contained in the Private Securities Litigation Reform Act of 1995.