Every few weeks there is another expose about the average cost of a wedding in Britain or the States, but reading Kirsten Hansen’s article was the first time I had come across this wonderful phrase: ‘The Wedding-Industrial Complex’.
We spend far more on a wedding than we would on any regular party. But that’s the point. Weddings aren’t a regular party; they are a booming business.
According to TheKnot.com, a popular wedding site, the average American wedding costs about $24,000. A wedding in larger urban centres could easily cost closer to $50,000. Who says you can’t put a price on love, dreams and happiness? According to the website CostofWedding.com, the price per guest alone for a wedding in New York could easily be about $200 – if a couple is inviting 150 guests, they’re already looking at $30,000.
Just what exactly happened? How did weddings go from celebrations of a new marriage to incredibly expensive extravaganzas that put couples or their families in debt? The wedding industrial complex is to blame. The term refers both to the way the wedding industry has worked to sell the “perfect” wedding (check out a bridal magazine, it’s all there in gorgeously retouched advertisements), and to the social expectations about what makes a wedding (tuxedo, diamond and white dress splendour). It is a big machine, all working to ensure that anyone getting married should expect to pay a whole lot of money for the privilege. Unless, of course, they’re willing to sacrifice their dreams and crush their love under the heel of practicality.
The wedding industry is out to make money, and someone’s special day is how they do it. It has been a brilliant marketing campaign, not least because most of us have bought into it. They’ve already sold us on their merchandise which is wrapped up as “romance”, “hopes” and that “one perfect day”. The price tag shouldn’t matter if a couple is really in love.
Of course, there are many couples out there who reject the idea that their wedding has to cost them as much as a downpayment on a house. DIY weddings are becoming more popular and couples are finding ways to put their own stamp on the big day for a lower price. They are finding free venues, having potlucks, hiring amateur photographers or choosing weekday weddings. A couple can forego many things like wedding favours and huge guest lists; there are definitely ways to cut costs.
There is, however, only so much a couple can do about their budget unless they’re willing to ditch the “perfect wedding” ideal entirely. A larger guest list, a rented venue, a caterer – every little bit adds up, and if they are unlucky, the place they live might be expensive by nature.
I take a middle line here. I think it’s important to celebrate, and especially to celebrate something as significant as a wedding; and celebrations, usually, cost money. But it’s also important to distinguish between what is really helping a couple to celebrate, and what is instead being imposed by some unacknowledged social pressure or some insidious marketing campaign.
Of course every couple has some social obligations that must be fulfilled at a wedding; one of the reasons for getting married is that it brings your ‘private’ relationship into the public gaze so that it can be acknowledged and supported publicly. But I still think there should be an inner freedom about the choices a couple makes, so that they can decide what they truly think is best for themselves and for their families and friends. Is it possible, however, to escape the clutches of the Wedding-Industrial Complex?