While traditional top products gifted over the last two years include housewares such as grills, cookware and digital wine coolers, Amazon.co.uk’s wedding list data shows that almost a third (32%) of presents registered in 2016 and 2017 were non-housewares related.
In the last two years, 10 of the more unusual but popular gift choices added to wedding lists on Amazon.co.uk are: a banjo, ‘Bewitched: The Complete Box Set’, Cadbury Freddo bars, clip-on braces, Exploding Kittens (a card game), a two-person kayak, a telescope, a two-person hammock, a camping lamp and fish pellets.
And Oasis’ vinyl record ‘What’s the Story) Morning Glory?’ appears to be the soundtrack of choice for newlyweds, as it is the top purchased music product on Amazon.co.uk wedding lists since 2016.
January is the most popular time of year to create a wedding list, consistent since 2012.
The online retailer has compared UK wedding gift requests to those listed by its US counterpart. Across the Atlantic, more unusual top products purchased from Amazon wedding lists include grocery bag dispensers, security cameras, robot vacuum cleaners and party games Cards Against Humanity and What Do You Meme?
Outdoor products seem to be a common theme amongst US customers with other popular gifts registered by newlyweds including a four-person tent, a two-person sleeping bag, a fire pit and even a collapsible folding outdoor utility wagon for use at festivals or picnics.
The analysis of the top purchased products from US and UK Amazon wedding lists is released alongside new independent research revealing that people on both sides of the pond leave it to the last minute when it comes to buying wedding gifts.
A survey of over 2,000 UK and US adults found that 28% of Brits and 38% of Americans admit to buying wedding presents online either the day before or on the way to the wedding itself.
Over half (53%) of British and two-thirds (66%) of American guests prefer to buy from a registered gift list over browsing at random. The personal touch is key however, as over half (57%) of Brits and over two-thirds (67%) of Americans believe that the biggest priority when choosing a wedding gift is that it says something unique about the couple.
As part of the independent research, newlyweds were asked about their most treasured wedding gifts. Home items such as LEGO shaped storage boxes, a washing machine and a slow cooker were identified by Brits as their favourites, while other best-loved presents included speakers, matching bracelets and ski equipment.
For American newlyweds, while the majority favoured home and kitchen items from their wedding registry, other popular items included a flute and a treadmill.
The data analysis coincides with the launch of Amazon.co.uk’s new-look wedding list service, which offers couples access to over 250 million products.
The new-look service includes a feature which allows newlyweds to download a list of purchased items to help track gifts and thank friends and family, as well as an ‘Add to Wedding List’ button now on all Amazon products.
Amazon.co.uk Wedding List Manager Lizz Wainwright said: “Couples can shop a vast selection of products through Amazon’s Wedding List service, giving them the freedom to register for the gifts that suit them instead of what’s traditionally expected.
“The unusual and individual gifts we’ve seen registered over the years show just how unique the nation’s tastes are and we’re delighted to be able to offer a truly personal gifting experience.”