Winter 2014

Here Comes The Sale By Emily Lambert

Same-Sex Marriages on the Rise

Headlines like The Philadelphia Inquirer’s, “Across New Jersey, making it official,” (Rita Giordano, Suzette Parmley, 10/22/2013) clearly underscore a blossoming same-sex wedding market. Sixteen states have currently legalized same-sex marriage. The LGBT consumer market is an increasingly coveted segment, for whom a dedicated marketing strategy must be developed, according to Mya Reyes a speaker, trainer and founder of Straight Talk on the Gay Market, a consulting firm specializing in positioning companies to drive revenue from effective LGBT sales and marketing initiatives. With annual U.S. spending power of more than $790 billion, the LGBT consumer not only offers tremendous financial benefit to retail and service providers, but is also extremely brand loyal.

For gift shop retailers serving these customers, “you’re still going to take them to the same best item in the store,” says Naylor.

Emily Lambert

Lambert, a regular writer for GIFT SHOP, resides in Philadelphia. She can be reached at emilylambert@comcast.net.