Until the Network breaks up: wedding dress purchases go online
Online sales of wedding dresses have increased one and a half times this summer, rings and tuxedos have doubled, trading platforms told Izvestia. On average, Russians spend about 46 thousand rubles on images of the bride and groom, which is the total amount for both future spouses. Now the traditional trip to the store to choose an outfit has become much less popular, whereas before it was considered an obligatory ritual, experts say. About how Russians prepare for a wedding and what colors of wedding dresses are becoming popular — in the material of Izvestia.
What to buy online for a wedding
Sales of wedding products on marketplaces have almost doubled this year compared to last year, the largest sites told Izvestia. Moreover, almost everything is bought online: wedding rings, suits, dresses, flowers and decorations for the wedding procession.
For example, the turnover of wedding dresses at Wildberries increased by 20% in the first half of 2025, and veils by 45%. Men's suits have become more popular by 80%, ties and bow ties — by 38% and 25%, respectively. The bride's white shoes were bought by 53% more. Wedding rings were bought 16% more often. And sales of car decoration ribbons increased by a third.
— Sales of tailcoats and tuxedos showed the highest dynamics, with an increase of 144% for them, although these are not mass-market goods. But sales of garters for brides decreased by 10%, but this is a fairly niche lot, its sales do not exceed 100 thousand pieces in total," the marketplace's press service reported.
Sales of wedding clothes and decorations have been growing at Ozon Fashion since May, the press service said.
— White and beige dresses remain the invariable classics: models of these colors are ordered most often. But this year, new trends have emerged. For example, brides are no longer afraid to look bright by choosing dresses in actual red shades. Sales of burgundy wedding dresses increased 73 times, and red dresses doubled. Brides also pay attention to organza and silk," they explained.
The customers of this marketplace bought veils and wedding dresses by 56% more, and sales of wedding and engagement rings doubled.
"This indicates a growing trust in online purchases, even in categories where customers previously relied on offline consultants," the press service believes.
How much is spent on a wedding image
Russians spend an average of 46 thousand rubles on wedding dresses this summer, according to data from the Chek Index analytical center of the OFD Platform. This amount includes the purchase of a dress, which costs an average of 32.4 thousand rubles, which is 7% higher than last year, as well as a men's suit for 10.4 thousand rubles, which is 6% more expensive year-on-year. The bouquet is also included in the price — for 3.4 thousand rubles, which is 10% more expensive than in 2024.
An average of 5,000 rubles are spent on a cake for a celebration, and 11.5 thousand rubles are spent on the services of a photographer and videographer.
The average price of a wedding dress was lower on online platforms. So, on Avito, it amounted to 10 thousand rubles.
— The platform buys both new dresses from wedding shops and those that brides have already worn — probably only once. You can also find luxury options, for example, a dress for 590 thousand rubles, bought at the salon for more than 1.6 million rubles, the analysts of the site noted.
A pair of rings costs an average of 40 thousand rubles there. Whereas the groom pays an average of 41 thousand rubles for an engagement ring.
At the same time, offline stores are also recording an increase in interest in products relevant to the wedding season. So, this summer, the demand for costume jewelry has noticeably increased, the Fix Price press service told Izvestia. They attributed this to the brides' desire to complement the image with relevant, but at the same time inexpensive jewelry. In addition, sales of hair and nail accessories and false eyelashes have increased.
— If we talk about saving money, then it's possible to do it even at a wedding, for example, on the decor. Balloons, including those in the shape of a heart, are in constant demand during the wedding season," they added.
Why wedding products are bought on marketplaces
The growth of online purchases of wedding goods reflects the current trend towards digitalization, and also indicates a change in consumer habits in Russia, according to experts interviewed by Izvestia. It's not just about saving money, but above all about comfort, says independent PR consultant Denis Goldman.
— For example, marketplaces allow you to compare prices, read reviews, place an order with delivery directly home, which is especially important in conditions of high dynamics of life, — he explained.
In addition, there are pick-up points even in remote regions, which makes training much easier and faster, the expert added.
The recommendation factor often plays a role for purchases on marketplaces, added Alexander Krivosheev, CEO of the image agency PRIX Club.
Previously, people were afraid to buy wedding dresses online because of the risk of "missing the size," but now the goods are redeemed after fitting, the expert noted. Fitting rooms are equipped at the pick-up points, and you can discard the product at no additional cost.
— In addition, earlier wedding dresses, like rings, had a sacred meaning: it was important to take into account the opinion of the elders in the family. But now there is a trend towards "unification", speed and formalization of the process. Either the wedding should be like this, "so that all the friends die of envy," or "we'll go in jeans, sign up and run around," Alexander Krivosheev emphasized.
But since not everyone has enough money for a luxury option, a more utilitarian approach is gaining momentum, in which ordering everything necessary on marketplaces is fully justified, the expert believes.
Moreover, wedding products are no longer perceived as something out of the ordinary - and they are bought in the usual way, and this is online, stated marketer Roman Silaev.
— They are already used to buying pleasant "little things" online — from toys for children to everyday goods. And then the marketplaces themselves, as tools for recommendations and gamification, develop new consumer habits among Russians," he stressed.
All this ultimately contributes to an increase in the frequency of purchases and an increase in the average receipt, the expert said.
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