Dive Brief:

• Flash coupon site Groupon has been testing a Wedding Shop site that offers significant discounts on engagement rings, wedding gowns, honeymoon getaways, and other items.

• The shop is open, with discounted offers in limited quantities, until April 16, after a successful trial in January of limited offers on wedding gowns that garnered positive feedback on social media, the company said.

• The online Wedding Shop could see another run in the summer, the company said. The cost of a wedding is high and getting higher, according to a survey by TheKnot.com, which found the average cost go up 5% last year to nearly $30,000.

Dive Insight:

Groupon has been struggling to get out from under the fading luster of its flash voucher approach, and has seen most of its revenues coming from sales of physical goods. This virtual pop-up idea capitalizing on the wedding market may be one way out and up.