Quite often we'll hear quotes for the average wedding cost. The figures usually seem to fall somewhere between $20,000.00 and $30,000.00, and they get thrown into the public forum by all manner of newspaper, magazine, and television journalists. Why is it that I've never seen any of these commentators challenge the truth of these figures?
The best I've seen from any writer is a legitimate critique of the math that is used for such averages. A wedding average, some writers point out, is often a mean - the total after the costs of multiple weddings are added together and then divided by the number of weddings. The figure that results isn't representative of what most people spend on their weddings at all (that would be the median), because even one really expensive wedding will skew the total upward.
But doesn't that mean that even one really inexpensive wedding will skew the total downward? And wouldn't that mean that the expensive weddings in such an average were nullified by the inexpensive ones, leaving a fairly accurate picture of money spent?
No.
Really, no. Because the nature of such averages guarantees that the money spent on low-budget weddings is not included. The source of wedding averages is deliberately disingenuous.
Occasionally, as in this article on CNN Money, the source of the average will be given. But the actual figures that are being added and divided never seem to be questioned.
Those crazy "averages" aren't averages at all. They're based on wedding-industry figures - which means the data used is based on traditional wedding purchases and vendor sales figures. In the article linked above, the figure was provided by the Conde Nast Bridal Infobank; Conde Nast publishes Bride, Modern Bride, and Elegant Bride, and owns Brides.com.
Industry wedding averages won't reflect brides and grooms who do a lot of the work themselves, use nontraditional items or use items in nontraditional ways, and use vendors who aren't members of industry associations.
They also average in the costs of a whole lot of items and services with which many couples don't bother. This website averages in "facial hair service," "massage," and "travel for guests." Now, some people do opt for professional grooming services before their weddings, but enough to justify including the costs in a wedding average? And it's the rare couple who can afford to spring for their guests' transportation.
Although Cost of Wedding does make a point of saying it uses the figures of "other brides and grooms" and "not wedding vendor prices," this implication of research integrity is misleading. So this company isn't creating imaginary couples, so what? Unless someone alleged that it was, this is a classic straw man argument. Unless the website is averaging in nontraditional purchases and purchases made at non-industry-related outlets, it isn't using figures that can truly reflect average wedding spending.
The bottom of the "About Wedding Cost" page of the preceding website says, "Cost of wedding is owned and operated by The Wedding Report, Inc. a provider of wedding statistics and wedding market research for the wedding industry. For more information about The Wedding Report, Inc. visit www.theweddingreport.com." Big shocker there, huh?
Read about the Cost of Wedding/Wedding Report methodology, and you'll find that Cost of Wedding, at least, does not use a mean. However, it collects data on "over 100 products and services" and uses a "proprietary formula to calculate estimates and growth rates for each item, for each market." It then uses a "weighted demand average" in determining average cost. The concept of weighted demand is a good one, but we have no idea how this company assigns weight. The Wedding Report goes on to say that its methodology "takes into account all items that a market may purchase."
How is this an improvement on a standard mean? In fact, "all items a market may purchase" doesn't even conceptually resemble "all items a market is likely to purchase." Furthermore, as alluded to above, there is much room for debate concerning what products and services should be defined as wedding expenses. Should an indulgence like a massage, popular though it may be, be considered a wedding expense? If a stressed-out employee splurges on such a service, he or she is unlikely to be able to call it a business expense.
When a business makes its methodology public, the immediate impression we're left with is certainly that of the company's transparency. But it isn't possible to use an undisclosed "proprietary formula" and have true transparency. That's like giving someone a recipe with "secret sauce" listed as an ingredient. Without knowing what goes into the secret sauce, the cook doesn't really know what goes into the dish.
The bottom line? As a couple, plan the wedding that is authentic to your needs and desires, and ignore the commercial expectations of others.
A slightly different version of this article first appeared on my blog Really Sweet Weddings (http://reallysweetweddings.blogspot.com).
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User Post: The Lie of Wedding "Averages"
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