1. Significance of the 13th of Elul
The 13th day of Elul holds special significance in Chabad custom as it is the anniversary of the wedding of the Previous Rebbe, the Rebbe Rayatz, to the Rebbetzin Nechama Dina. Interestingly, his own parents were married on the 11th of Elul, so both dates are marked by important family milestones within Chabad history. The Previous Rebbe’s wedding took place many years after his parents’, but both dates are noted and observed.2. Studying Chassidic Teachings on This Day
The Rebbe encouraged that on the 13th of Elul, people should study the maamarim—Chassidic discourses—and teachings that were delivered in connection with these weddings. These discourses provide insight into the spiritual significance of marriage and are especially relevant during this time, which is considered a season for weddings. Engaging with these teachings is an appropriate way to mark the day.3. Increasing Joy During Weddings and Sheva Brachot
The Rebbe made a public announcement urging those who make weddings during this period to increase their level of joy. This applies not only to the wedding day itself but also throughout the shivas yemei mishteh—the seven days of celebration following a wedding, known as Sheva Brachot. The Rebbe specifically encouraged making these celebrations even more joyous than usual.4. Adding Meals and Acts of Kindness
In addition to increasing joy, the Rebbe advocated for adding more meals during this period in honor of the chatan—groom—and kallah—bride—and for Sheva Brachot celebrations. He emphasized that it is appropriate to expand these gatherings and include more opportunities for communal rejoicing.5. The Tradition of Feeding the Poor at Weddings
A longstanding tradition highlighted by the Rebbe is making a special meal for poor people in conjunction with wedding celebrations. In earlier times, it was customary to invite those in need to participate in a dedicated celebration where they would be served generously, sometimes even receiving better food than what was served at other meals. The Rebbe strongly encouraged reviving and strengthening this practice today, ensuring that acts of kindness and inclusion remain central to wedding festivities.