The wedding industry in terms of customer budget, customer base and demographic, trends in spending, and channels for purchasing According to the case study, the wedding industry has changed significantly since the recession in 2008, and its revenues fell by 4.1% compared to the year 2010; in 2007, the industry’s revenues were whopping $63.2 billion. The reduction in spending on weddings was because couples preferred simpler and less costly weddings, and thus, while in 2007 the average number of weddings was more than 2,180,000 and they cost $25,000, in 2012 this number declined to 2,080,000, and the average price of weddings also fell to $10,000 (Whitler, Farris, & Thompson, 2015). Furthermore, with the new trend of DIY-weddings, which perfectly fits the small-to-moderate budget of millennial couples, the overall budgeting of weddings continues to decline slightly (Schmidt, 2017). Such shifts in the wedding industry can also be explained by the fact that the average age of brides and grooms is rising: for example, in 2011 it was approximately 27 for women and 29 for men (Whitler et al., 2015). The customer base and their demographics change too, and this is happening not only due to the rising average age of future brides and grooms. Millennials (generations Y and Z) prefer cohabitation before the wedding, which is the first reason behind their delay. The second reason is the financial instability of many couples, as some of them are still pursuing their degrees or working part-time jobs. The trend for low-cost and DIY weddings ensured that couples spent most of their money on flowers, decorations, and entertainment, as well as some specific trends such as the “cupcake craze” (Whitler et al., 2015). However, couples do not spend less on wedding gowns, as the average spending per gown grew despite the decline in purchased units. The channels for purchasing changed, too. While there is data that brides find wedding agencies using offline methods such as word-of-mouth and recommendations from friends and relatives, generation Z preferred digital tools, including websites and applications. David’s Bridal aim was to utilize the website to improve customer relationships and eventually create a purchaser out of a user. The decision making process of a millennial bride-to-be for purchasing a wedding gown The case study indicates that the way brides purchased wedding gowns also transformed: as they were working full time outside their homes, there were not many opportunities for them to choose the dream wedding gown the old-fashioned way, i.e., by looking for it in a bridal salon. The millennial bride used new technologies as sources for information (this way of collecting data specifically applied to the generation Z brides). However, due to economic instability, millennial brides also considered other sources, for example, renting or borrowing, as well as purchasing used gowns (Whitler et al., 2015). These purchases could be conducted both through in-person verbal channels (e.g., friends and family) and online (via eBay and similar websites). Online text-based sources such as wedding websites were also used, together with bridal magazines (although the latter were not as popular). At last, wedding shows and social networks were also used to se