Macy's Woos Millennials With Ramped-Up Wedding Business

Macy’s wants more shoppers to say “I do” to its wedding business. The department store chain is stepping up its nuptials game in the hopes of winning a bigger slice of the $60 billion U.S. wedding pie. Among other moves: Macy’s is adding higher-end bridal jewelry to its assortment and training its army of personal shoppers to advise anxious couples. While Macy’s has long served people who are getting hitched, its offerings have traditionally revolved around gift registries. Macy’s has typically become part of the average couple’s planning eight months into the process, meaning it's been missing out on chances to sell items earlier.