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Show She's the most beautiful girl in the world as far as merchants are concerned BY ALICE MULCAHEY 'll the world loves a lover but there are few who quite as much as the nations retail merchants.' For the enraptured suitor who slips an engagement ring onto his beloved's finger lifetime shopping spree sets in motion a once-inwill that eventually include 97 items and total some $4,000. With the nations annual crop of marriages at 1,600,000, love brings in over $6 billion a year. Lets start with that diamond solitaire. New York marketing expert Paul Freyd reports that more than 75 per cent of the nations brides get rings with an average price of $229. The wedding ring is considerably cheaper, although one girl in band which retails at three prefers a diamond-se- t about $97 for the narrow styles and $158 for the 11 ft love him -a wide ones. According to a survey made by Modem Bride magazine, the average girl spends about $250 for her gown and accessories. However, gowns frequently go as high as $1,500 with only one consoling thought for Dad as he reaches the groom pays for the wearily for his wallet bouquet. Poking into the brides closets, we find that 16 per cent of them run out and buy complete new wardrobes for the happy event. Thriftier girls are in the majority, however, and simply supplement their existing wardrobes to the tune of $200. A big share of this money goes for nightgowns and filmy new underthings. Housekeeping ahead ' But all these Expenditures are only a warm-u- p for the really big purchases. These demure dynamos in white are going to set up housekeeping the moment they get back from their honeymoons ...and just listen to what that involves. For a starter, the top items on the average brides list are: bedroom and living-roofurniture, televiwe get into Then automobile. sion, radio, rugs, waffle toasters and can irons, blenders, openers, etc. etc. rotisseries, sheets, pillowcases, pots, pans, of Mr. two the Interestingly, reports Freyd, least purchased items are vacuum cleaners and washing machines. m i 14 Wedding gifts, of course, account for a great many of these items. The average bride receives $1,003 in gifts, and she influences selection of most of the presents. Department stores around the country, eager to snare both a future customer and some current business, have vastly facilitated present-givin- g by providing a brides preference list service. Guests can consult this on the sly and find out what the darling girl really wants and needs. Betsy Abbott, consultant at a large Fifth Avenue store, reports that the average guest spends between $20 and $30 on a gift. But even with preference lists, brides have trouble getting what they want, and the honeymoon is often followed by a busy week exchanging as much as they dare without hurting family feelings. Among bridal favorites these days, Miss Abbott reports a push toward two sets of china, stainless steel flatware for everyday use, and complete sets of casserole dishes, pots and pans. Consultation on candlesticks Too many brides tend to be vague in their Said a woman at another Fifth Avenue store: Were constantly surprised at the number buying. of girls who Backjmn a $237 honeymoon, Mrs. Average Bride havent the foggiest idea which side the spoon goes on. One sweet young thing told her bridal consultant that she yearned for a set of vermeil candlesticks among her gifts. At $150 a pair, the consultant thought the bride might be presuming somewhat on devoted aunts and uncles. She very carefully pointed out that a couple would need rather elegant surroundings to accompany vermeil candlesticks. Oh, cooed the lovely I husband and bride, my plan to dress for dinner every night. Sterling silver is something girls begin to acquire even before they find a man. Researchers report that 71 per cent had some place settings when they about $275 worth on the average took their vows. nOver 40 per cent had between eight and eleven, place settings. As for, the honeymoon, also something the bride has a large say in selecting, the average couple spends $237 on a trip that lasts at least a week. per cent of our newlyweds still prefer to spend their days of bliss in the United States. New York, surprisingly, is still a favorite state, with more of the credit going to Manhattan than Niagara Falls. Florida and California are also top favorites. If your arithmetic has not grown rusty, you may have noticed a discrepancy between the $1,003 the bride gets in loot from her guests, and the $4,000 she eventually spends. Who foots the bill? With some 70 per cent of brides employed at the time of their marriage, the girl often pays some of her own way. But with the average engagement lasting only six months, and the age of the average bride and groom around 20, couples dont have much time to save. So the brunt is borne by the man who bought the bride her dia- Ninety-tw- o |
