Post-Wedding Gifting Sees 8-Fold Increase in 3 Years, as New Business Model Bypasses Wedding Venues
Key facts
- Post-Wedding Gifting Sees 8-Fold Increase in 3 Years, as New Business Model Bypasses Wedding Venues
- An analysis of order data by geeva Inc. has revealed a sharp increase in 'ato-okuri,' the practice of arranging wedding favors after the ceremony. The usage rate grew approximately eight-fold in three years, from 1.7% in 2023 to 14.7% in the first half of 2026. This trend is driven by couples' desire for the rationality of choosing a return gift after confirming the monetary gift amount and the economic benefit of eliminating carry-in fees at wedding venues, establishing itself as a new form of wedding favor.
- Source: PR Times
- Date: June 5, 2026
Direct answer
An analysis of order data by geeva Inc. has revealed a sharp increase in 'ato-okuri,' the practice of arranging wedding favors after the ceremony. The usage rate grew approximately eight-fold in three years, from 1.7% in 2023 to 14.7% in the first half of 2026. This trend is driven by couples' desire for the rationality of choosing a return gift after confirming the monetary gift amount and the economic benefit of eliminating carry-in fees at wedding venues, establishing itself as a new form of wedding favor.
- Citation
- Post-Wedding Gifting Sees 8-Fold Increase in 3 Years, as New Business Model Bypasses Wedding Venues (June 5, 2026), PR Times
- Source
- PR Times
- Date
- June 5, 2026
An analysis of order data by geeva Inc. has revealed a sharp increase in 'ato-okuri,' the practice of arranging wedding favors after the ceremony. The usage rate grew approximately eight-fold in three years, from 1.7% in 2023 to 14.7% in the first half of 2026. This trend is driven by couples' desire for the rationality of choosing a return gift after confirming the monetary gift amount and the economic benefit of eliminating carry-in fees at wedding venues, establishing itself as a new form of wedding favor.
📋 Article Processing Timeline
- 📰 Published: June 5, 2026 at 23:30
- 🔍 Collected: June 5, 2026 at 14:51
- 🤖 AI Analyzed: June 5, 2026 at 15:16 (25 min after Collected)
geeva Inc. (HQ: Mashiki, Kumamoto; CEO: Hirofumi Ogawa), operator of the online wedding favor service 'hikica,' analyzed 280,000 orders over the past four years and found a growing trend in 'ato-okuri'—arranging for wedding favors after the ceremony.
According to the company's data, cases where the order date was after the scheduled wedding date rose from 1.7% in 2023 to 10.8% in 2025, and reached 14.7% in the first half of 2026 (Jan 1 - Jun 1). This suggests a shift in perception among couples, from viewing favors as something to be decided before the wedding to something to be sent after confirming the monetary gifts ('goshugi').
This change is more than a simple shift in delivery method; it provides value by alleviating burdens such as venue carry-in fees, carrying luggage on the day, the anxiety of budgeting without knowing the gift amounts, and the work of sorting gifts for different guests.
■ Why is 'Gifting Later' being chosen?
The traditional sequence of wedding favors had a structural problem: 'having to decide the favor's value before knowing the monetary gift's value.' This often led to awkwardness when the actual gift amount differed from expectations. 'Ato-okuri' reverses this order, enabling couples to choose a suitable favor after receiving the gift. This combination of rationality and thoughtfulness is the primary reason for its growing support.
■ The Spread of Post-Gifting in Data
According to geeva's order data (Sep 2022 - May 31, 2026), the proportion of post-wedding arrangements has trended as follows:
- 2023: 1.7%
- 2024: 2.6%
- 2025: 10.8%
- 2026 (Jan - May 31): 14.7%
Expanding roughly 8-fold in just three years, 'ato-okuri' is transitioning from a niche choice to a viable option for many couples. Notably, for the 'Smahiki' social gift service, which sends favors via platforms like LINE, about half of users arrange it post-ceremony.
■ The Benefit of Not 'Buying From' or 'Bringing Into' Venues
Since 'ato-okuri' gifts are sent directly to guests after the ceremony, they don't need to be brought to the venue, which can eliminate carry-in fees often charged by venues. This not only spares guests from carrying heavy bags but also serves as a practical cost-saving measure for the couple. While it's necessary to confirm the specific policies of each venue beforehand, this approach has the potential to alter the cost structure of weddings.
According to the company's data, cases where the order date was after the scheduled wedding date rose from 1.7% in 2023 to 10.8% in 2025, and reached 14.7% in the first half of 2026 (Jan 1 - Jun 1). This suggests a shift in perception among couples, from viewing favors as something to be decided before the wedding to something to be sent after confirming the monetary gifts ('goshugi').
This change is more than a simple shift in delivery method; it provides value by alleviating burdens such as venue carry-in fees, carrying luggage on the day, the anxiety of budgeting without knowing the gift amounts, and the work of sorting gifts for different guests.
■ Why is 'Gifting Later' being chosen?
The traditional sequence of wedding favors had a structural problem: 'having to decide the favor's value before knowing the monetary gift's value.' This often led to awkwardness when the actual gift amount differed from expectations. 'Ato-okuri' reverses this order, enabling couples to choose a suitable favor after receiving the gift. This combination of rationality and thoughtfulness is the primary reason for its growing support.
■ The Spread of Post-Gifting in Data
According to geeva's order data (Sep 2022 - May 31, 2026), the proportion of post-wedding arrangements has trended as follows:
- 2023: 1.7%
- 2024: 2.6%
- 2025: 10.8%
- 2026 (Jan - May 31): 14.7%
Expanding roughly 8-fold in just three years, 'ato-okuri' is transitioning from a niche choice to a viable option for many couples. Notably, for the 'Smahiki' social gift service, which sends favors via platforms like LINE, about half of users arrange it post-ceremony.
■ The Benefit of Not 'Buying From' or 'Bringing Into' Venues
Since 'ato-okuri' gifts are sent directly to guests after the ceremony, they don't need to be brought to the venue, which can eliminate carry-in fees often charged by venues. This not only spares guests from carrying heavy bags but also serves as a practical cost-saving measure for the couple. While it's necessary to confirm the specific policies of each venue beforehand, this approach has the potential to alter the cost structure of weddings.
FAQ
引き出物の「後贈り」とは何ですか？
「後贈り」とは、結婚式の後に引き出物を手配・配送するスタイルです。これにより、新郎新婦はゲストからいただいたご祝儀の金額を確認した上で、それに見合った品物を選ぶことができます。
「後贈り」の利用はどのくらい増えていますか？
geeva株式会社のデータによると、「後贈り」の利用率は2023年の1.7%から2026年（1月〜5月）には14.7%へと、わずか3年で約8倍に増加しています。
「後贈り」の主なメリットは何ですか？
主なメリットは3つあります。1) ご祝儀額に合わせた引き出物を選べるため、金額のミスマッチが防げる。2) 結婚式場への持込料を削減できる。3) ゲストが当日に重い荷物を持ち帰る必要がなくなる点です。
「スマヒキ」とはどのようなサービスですか？
「スマヒキ」はgeeva株式会社が提供するソーシャル引き出物サービスです。LINEやメール、SMSを利用して挙式後に引き出物を贈ることができ、「後贈り」のコンセプトを体現したサービスとなっています。
「後贈り」はなぜ結婚式場の持込料を節約できるのですか？
「後贈り」は結婚式の後にゲストへ直接配送するため、当日に引き出物を会場へ持ち込む必要がありません。これにより、多くの式場で発生する持込料の負担を根本的に無くすことができます。