99 Cents looks to lure the frugal bride

CITY OF COMMERCE, Calif. — Retailers have been taking advantage of the much-anticipated royal wedding to promote their own wedding services, but one of the more surprising of the bunch is 99 Cents Only Stores, which used the hoopla around the upcoming union of Prince William and Kate Middleton to announce the launch of its bridal registry for couples.

The company announced that it has more than 999 wedding related items to choose from, and even invited the royal couple to join its registry. The likelihood that William and Kate will register at 99 Cents Only is low, not only because their guests likely have the means to shop at higher price points, but because the company doesn't operate any stores in the United Kingdom, making it tricky for locals to shop its stores.

The royal couple aside, consumers have been embracing a more frugal lifestyle, and that has included wedding registries. Target and Walmart both offer wedding registries for customers who prefer to offer their guests more affordable gift options, so it is not surprising that 99 Cents Only wants a piece of the action.