Zazzle, Minted & Vistaprint Lead Wedding Invitation Advertisers in Paid Search
Based on a variety of data, including diamond engagement ring sales, the holiday season is considered the most popular time of year for wedding engagements. So this January Kantar decided to take a look at the leading advertisers in an important category in consumers’ post-engagement wedding planning activities: wedding invitations and related stationery.
To assess the wedding stationery category, we examined paid search advertising on 8 popular wedding stationery-related keywords, including ‘wedding invitations’, ‘save the date’ and ‘bridal shower invitations’, specifically measuring advertisers’ share of clicks on U.S. Google desktop product listing ads and text ads from January 1 through the 21st.
We found a variety of online printing companies among the top wedding stationery advertisers, including advertisers specializing in everything from invitations to photo products and personalized gifts.
Two companies with a similar business model led in product listing ad clicks, Zazzle and Minted, which both promote themselves as a marketplace offering customizable products designed by independent artists. Zazzle ranked first with a sizeable PLA 26% click share, followed by Minted, which produced a similarly impressive 22.9% PLA click share. Online printing giants Vistaprint (15.2% PLA click share) and Shutterfly (13.2% click share) and wedding registry and planning site Zola (12.1% PLA click share) rounded out the top five.
Standing out from the other print specialty advertisers in the PLA ranking is Walgreens, ranked 7th with a 2.3% click share, which not only still offers a photo lab at select stores in the U.S. but also has an online photo printing service on its website.
Competition was closer within text ads, led by Vistaprint (14.8% click share) and Minted (14.1% click share). Basic Invite (13.2% click share), Zazzle (11.3% click share) and Zola (11.2% click share) comprised the remaining top five.