Making up just over a quarter of the US population, Gen Yers spend $600 billion a year on retail purchases – with 75% of them still made at brick-and-mortar stores. Macy’s now wants these shoppers to say ‘I do’ to its expanding wedding business, which it looks to roll out across 150 stores.

Eight years after one couple’s fast food wedding at Taco Bell went viral, the chain is officially adding a wedding ceremony to the menu at its flagship restaurant in Las Vegas. From summer 2017, couples will be able to declare their love for tacos and each other simultaneously.

Weddings are a big business. In the US, couples spend half a year's income on their special day, while the UK industry is worth £10 billion a year. And for many women, it's all about the dress. But in response to couples tightening the purse strings, brands are appealing to brides on a budget.

Getting married used to involve a gathering of family and friends for a service in the local chapel. But tying the knot has taken on a different meaning in Australia, with couples booking out resorts in Fiji or Bali and extending celebrations for up to a week.