For newly engaged couples, registering is seen as a chore—it’s overwhelming, cumbersome and most couples have no idea where to start. So in 2021, we completely reinvented the program from top to bottom, site to social, to make registering fun, easy and reflective of their personal style & interests.

And the results were astounding:

Sales: $190M (goal $117M)
Registry Creates: 148,087 (goal 100k)
Completion Rate: 51.10% (goal 45%)