Roanoke Times
Copyright (c) 1995, Landmark Communications, Inc.
DATE: SUNDAY, January 26, 1992 TAG: 9201260124
SECTION: NATIONAL/INTERNATIONAL PAGE: A-1 EDITION: METRO
SOURCE: Los Angeles Times
DATELINE: LOS ANGELES LENGTH: Medium
WEDDING GIFT TREND: CHEAP
It was meant to be a joke. But the recession got the last laugh when more than 500 callers responded to an ad for a new bridal registry service offered by the 99 Cents Only stores.Brides and their gift-hunting pals were invited to inquire about the registry's debut with a call to the discount chain, which advertises household products for sale for less than a dollar. The chain's managers knew their inexpensive products were popular, especially during a recession; but none believed customers would seriously consider Ajax cleanser and a sponge for couples preparing to waltz down the aisle.
"We thought it was kind of funny, and we wanted to see what response we'd get," said Mimi Levinson, sales manager for the chain, based in the Los Angeles suburb of Vernon. "But those who took it seriously made us think it was a good idea. Unfortunately it's a sign of the times."
Indeed it is. With the recession hanging over the nation like a shroud rather than a veil, people are looking for more options and practical purchases instead of more traditional and expensive wedding gifts such as formal china or crystal.
"It's a fantastic idea, because people often have a lot of showers and it's very nice if someone sends you to the 99 Cents Only store," said Barbara Tober, the New York-based editor in chief of Bride's and Your New Home magazines. "The economy would certainly show an interest in that at this point."
More specialty stores are offering registry services, Tober said. Lovebirds with particular interests can register at gourmet, liquor, hardware and even record stores.
Although the 99 Cents Only stores' bridal registry ad was created as a joke, the chain intends to sell gift certificates (in $9 increments) to those who are interested.
Jill Savage, an office worker planning to take advantage of the ad, said she realized that her friends would appreciate a less-costly gift option for her wedding next month. "I don't need the regular things you usually get. I could always use the gift certificate to buy cleaning supplies as I need them."