MORE COUPLES WED DESPITE ECONOMY WOES

By NADIA NIMAKO

Ghana has been grappling with its worst economic crisis in a generation and just restructured its debt as a condition for receiving an International Monetary Fund support programme. This has resulted in high inflation, low productivity, high unemployment rates, poor resource management, and the lack of accountability, among others. In September, hundreds of demonstrators gathered in Accra for three days of anti-government protests linked to economic hardship that have led to dozens of arrests.

Despite all the noise however, more people are having weddings.

This reality can be attributed to multiple factors that highlight the resilience and significance of celebrating love and commitment, even during challenging economic times.

Wedding bookings at Legendary Capital Events Centre in Dansoman-Exhibition, Accra, from January to September this year has more than doubled that of the same period last year.

During the period, the Centre recorded between 12 and 15 bookings per quarter, representing more than double that of the same period in 2022 (with between five to eight event bookings per quarter).

A selection of event professionals were contacted, and following is what a few of them had to say about the seeming anomaly.

EMPHASIS ON LOVE AND RELATIONSHIPS

One reason, according to Capital Event’s Senior Supervisor Evans Asare is that weddings symbolize the union of individuals in love. For many, the emotional and sentimental aspects of marriage outweigh economic concerns. Couples therefore often prioritize their relationship and the desire to build a life together, regardless of economic flux.

“A lot of clients that hold event in our centre mostly prefer a certain standard of celebration because of their persona and the people they associate with therefore, many go all out to have a memorable day irrespective of the economic unrest,” explains Mr. Asare.

LONG-TERM PLANNING

Solomon Quaye, Event Supervisor at Legendary Capital, says it may have something to do with the fact that weddings are typically planned months or even years ahead. This long planning perspective, he explained, allows couples to save and allocate resources for their special day, regardless of short-term economic fluctuations. Many couples therefore view their weddings as significant life events that should not be postponed due to economic uncertainties.

“On account of this year’s event bookings increase, we had a lot of our clients booking their dates from last year October through to this year January, which was 3 months and even more ahead of their scheduled dates for their events. Some also choose a different date for their event when their preferred date is [double] booked,” he explains further.

FAMILY AND CULTURAL TRADITIONS

Tradition may also have something to do with the increase in nuptials despite the economic downturn. In many cultures, weddings are deeply rooted in tradition and hold immense cultural significance. These traditions often surpass economic considerations, as families and communities come together to celebrate and brace age-old customs.

“Wedding is an ancient practice; it is merry-making with family and friends of both couples and it’s been that way till date,” says Barbara Annan, CEO of DreamWide Decorations, a company that specializes in events decor for your engagements, weddings, and parties. “A lot of people put a seal over their love relationship despite financially challenging moments because it’s been a long awaited moment and an occasion to make merry with well-wishers both far and near,” she added.

DIVERSE BUDGET OPTIONS

Events professionals also believe that the wedding industry has adapted to economic variations by offering a wide range of budget options. Couples therefore have the luxury to choose from lavish, extravagant ceremonies to more modest and budget-friendly gatherings. This flexibility allows weddings to remain accessible to a diverse range of individuals and income levels.

“In some situations, clients are responsive and ready to foot the bill right from the cost of the event hall, the choice of decorations, catering service and other vendors for their occasion, while other clients have budget limits to spare on their occasion. There is mostly a blend of very glamorous and average events organised at the event centre” says in-house decorator, Madam Abena Obeng, CEO of Classy Decoration Hub.

SUPPORTIVE NETWORKS

Event Manager Mavis Asantewaa however believes it has more to do with supportive networks. Family and friends, she explains, often contribute financially to weddings, helping to ease the economic burden on the couple. This collective effort deepens the importance of celebrating love within communities, even in financially challenging times.

“Having weddings are mostly a time of life where family and friends want to contribute to the cherished moments of their beloveds. Some go as far as sponsoring major expenses of the celebrants to reduce the financial load such celebrations comes with,” she explained.

She said glamorous weddings are worth the celebration, and that, there is nothing that could be compared with the excitement that comes with settling with the one your heart yearns for and celebrating it in a grand style.

And so, despite economic challenges, weddings continue to be celebrated with eagerness and joy. Love, tradition, planning, and the versatility of the wedding industry all contribute to the resilience of this cherished life event, highlighting the enduring importance of celebrating love and commitment, regardless of economic circumstances.