People are getting married slightly later in life these days, but the average age of brides and grooms polled in The Knot‘s most recent Market Intelligence Report landed squarely in millennial territory—27 and 28, respectively.

The millennial generation’s penchant for customization requires retailers to rethink how they’re marketing to bridal shoppers. “Millennials expect personalized service, so you need to create a personalized consultation experience,” says Laura Cave, director of trade marketing for The Knot.

Keep in mind that bridal shoppers want more, but they’re still on a budget: The mean household income reported by respondents was $55,000.

JCK