Post-Wedding Gifting Sees 8-Fold Increase in 3 Years, as New Business Model Bypasses Wedding Venues

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.