Engaged couples skipping more Bed Bath & BeyondSign up to the Wedding Registry AmazonAnd TargetAccording to Baird’s recent survey, the answer is no.

Bed Bath & Beyond’s listing penetration share of wedding registries has fallen to 30% — the lowest-ever reading in the six years that the equity research firm has conducted its annual survey. According to the fourth quarter trailing average, this is a decrease of 33% and 34% respectively in October and July. This decline may signal trouble for the company, despite an ongoing turnaround effort.

Baird’s January survey found that Amazon has 45% of the highest number of listings. This is according to Baird, who tracks fourth-quarter averages. Target is next with 26% and Bed Bath 30%. Crate & Barrel and Williams-SonomaThe survey revealed that both had 15% listing penetration in January. The survey found that cash/travel is a popular request on couple’s registry, accounting for 16% of the total listing penetration.

Retailers who sell home goods can use wedding registries as a key indicator. Baird’s retail analyst Justin Kleber said that registry purchases often have greater margins as family and friends will choose to buy gifts directly from the registry rather than looking for deals. A company that wins the couple’s business at this milestone can build loyalty and be remembered as they make other important household purchases.

Kleber stated, “If you capture a customer during a time when they are married, then what happens after that? Maybe a new apartment/new house or maybe your family expands with a baby or two.”

The importance of wedding registry may be increased this year. As more and more couples marry, analysts predict that there will be a huge wedding boom by 2022. move forward with ceremonies and larger celebrationsAfter being delayed by the pandemic. 2.5 million nuptials will be held this year. according to a forecast by The Wedding Report — which would mark a four-decade high.

Baird monitors quarterly wedding registry trends using random data from TheKnot.com. Kleber explained that it uses these findings to determine the market share of wedding registry brands and their resonance among customers.

Since Baird started the survey in January 2017, these findings have changed significantly. Bed Bath had 44% listing penetration share back then. Target was next with 29% and Amazon with 20%. Macy’sWith 19%

Kleber explained that these changes reflect Amazon’s rising sales and struggles of certain brick-and-mortar retailers like Macy’s, Bed Bath and others to adapt to E-Commerce and attract younger buyers.

Bed Bath didn’t immediately reply to our request for comment. On Thursday, the company will release its fiscal third quarter earnings.

He said that retailers are also facing a new threat. Engaged couples will choose cash funds for their honeymoon instead of asking for duvets, knives blocks and towels. Cash/travel has grown in popularity, with 10% of listing penetration in January 2017 to 16% of listing penetration in the January 2022 survey — with the rise of honeymoon registry websites like Honeyfund and the desire of some millennial and Gen Z customers to prioritize experiences over goods.

He stated that today’s couples are more likely to want cash for travel, honeymoon or other financial needs than they were five years ago. It’s not easy for retailers to resolve this part of the registry equation.