A survey released by Baird in January 2022 found that most engaged couples are skipping Bed Bath & Beyond and signing up for wedding registries at Amazon instead.
Amazon is now the top retailer for wedding registries with 45% of listing penetration, according to the survey. As of right now, Amazon is followed by Bed Bath & Beyond with 30%, then Target with 26%, followed by Crate & Barrel and Williams-Sonoma with 15% each. But Bed Bath & Beyond’s listing – at 30% – is the lowest-ever reading in the six years that the equity research firm has conducted this research.
Wedding registries are a strong indicator of a company’s strength, since family and friends often choose gifts from the list rather than hunting for deals. They can also deepen customer loyalty and retainment, leading to future purchases of other household items.
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