12 October, 2013

Same sex weddings and the greeting card industry

We recently attended a same sex wedding party--our first ever, in fact. A colleague of my husband's was marrying his partner and we were invited to stage three--the drinks and disco after the wedding breakfast after the ceremony.

I was charged with buying a card for the event and, surprisingly, this proved quite tricky. Despite the greeting card industry's typical keenness to get us purchasing cards for every conceivable occasion, when it comes to same sex weddings, it seems they haven't quite caught up. Oh, there are plenty of wedding cards out there, but they are almost all, quite clearly, targeted at traditional bride-and-groom scenarios. Lots of pictures of happy male and female couple, lots of high heeled shoes, lots of glitter and sparkle and pink...

In the end, after visiting several shops, I happened upon a turquoise-coloured card sporting the words 'Woo hoo, you've finally tied the knot!' A little bit of white glitter, but not too much. It had to do.

But, hey, greeting card companies, I think you've missed a trick here. You currently seem only to be catering for part of the wedding market. And my guess is that the part you're neglecting is set to grow and grow.

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