Wedding Showers
Consumer participation in wedding showers has remained relatively stable. In this year’s Occasions Survey, only slight gains emerged.
In 2025, 8% of consumers said they were very likely and 13% somewhat likely to attend a friends-and-family wedding shower; this year’s figures rose only modestly. Expectations for hosting a shower of their own showed a slightly larger shift, with respondent four points more likely to anticipate their own wedding shower compared with last year’s poll, when 5% were very and 9% somewhat likely.
Where change is more pronounced is in wedding-shower gifting. The share of consumers very or somewhat likely to give home and housewares as wedding shower gifts rose sharply year over year. Last year’s 9% very likely and 14% somewhat likely responses rose to 22% and 24%, respectively, for the upcoming year. Kitchen products led the preferred categories for 2026 at 37%, followed by bedroom products at 35% and bathroom and personal care items at 30%. In 2025, bedroom products ranked first at 34%, followed by kitchen (30%) and bathroom/personal care (25%).
Consumers also demonstrated more certainty in how they planned to give. Both gift card purchases (34%) and specific gifts (49%) increased over the prior year’s 30% and 43%, respectively, as more respondents expressed clear intentions.
For 2026, Gen Z respondents are significantly more confident that they will celebrate a wedding shower of their own, with 15% very likely and 16% somewhat likely, compared with 7% and 9% in 2025.
Likelihood of a Wedding Shower Occurring Among Friends or Family in the Next 12 Months
Likelihood of a Wedding Shower Occurring for Oneself in the Next 12 Months
Millennials saw only slight increases in the likelihood of hosting a wedding shower. Gen X showed more movement, rising to 8% very likely and 8% somewhat likely, up from 3% and 8% last year. Baby Boomer expectations dipped slightly.
Gen Z remained the most likely demographic to attend a friends-and-family wedding shower, rising to 16% very likely and 18% somewhat likely, up from 10% and 16% in 2025. Other generations saw incremental gains, except for Baby Boomers, whose combined likelihood fell by seven points.
Home + Housewares Categories Likely To Be Purchased for a Wedding Shower
Preferred Types of Wedding Shower Gifts
Urban consumers showed the most significant year-over-year increase in anticipated attendance, rising to 10% very and 18% somewhat likely versus 8% and 12% in the prior survey. Suburban respondents edged ahead year over year, while rural consumers saw slight declines.
Likelihood of Attending a Wedding Shower by Generation
Likelihood of Purchasing a Home + Housewares Gift for a Wedding Shower
Final Thoughts
The growing interest in home and housewares gifting for wedding showers comes as consumers prioritize household needs and as Gen Z, whose oldest members are just entering their late 20s, begins marrying at higher rates. Many in this cohort are establishing households for the first time, driving demand for practical, setup-oriented gifts.
According to The Knot, top wedding shower trends for 2026 emphasize unique, interactive and personalized celebrations. Themes are shaping the experience — such as pasta bars and Aperol Spritz stations at Italian-inspired showers. Personalization is growing, as are bow-centric décor trends that nod to “tying the knot” and to broader holiday styling influences. Additionally, inclusive showers that involve everyone participating in the wedding and combined shower-bachelor party events are gaining traction.
Altogether, the trends indicate new opportunities for retailers. Couples planning wedding showers are thinking beyond traditional finger sandwiches and champagne toasts, leaning toward immersive, tailored experiences — opening the door to more creative assortments, inspiration content and home-focused gifting solutions.