As work traditionally located in the private sphere, wedding planning, like other domestic functions, has become commodified. Building upon Hochschild's work on the commercialization of intimate life, this article explores the relationship of feminism to the commercial spirit of intimate life to understand wedding planning as a commodified domestic service designed to meet the competing demands of work and home for women. In its marketing, the industry makes use of feminism, harnessing liberal feminist ideals of “having it all”: The solution for busy, engaged career women is to outsource their wedding planning. Thus, both the problem and the answer are rooted in a capitalist version of liberal feminism. Based on interviews with six wedding planners, an analysis of the online advertising of 280 planning businesses, and an examination of the industry, this case study of wedding planning illuminates the connections between liberal feminism and the commodification of family life.
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