George Boyle
There are many reasons why women buy wedding dresses. For some, it is a rite of passage, while for others, it is about envisioning the most important day of their lives and how they want to feel. The process of finding the one is a unique journey for every bride, and it can be an overwhelming experience. Wedding dresses can be expensive, with the average bride in the US spending approximately $1,631 on her dress. As such, some brides opt for second-hand dresses, which are more affordable. However, there is a risk that the dress won't match the online listing or that alterations will be required. Ultimately, the decision to buy a wedding dress is deeply personal, and many brides experience a gut feeling when they find the one.
| Characteristics | Values |
|---|---|
| Customary element of surprise | The groom doesn't see the wedding dress until the bride walks down the aisle |
| Superstition | Seeing the wedding dress before the wedding is considered bad luck |
| Rite of passage | The process of buying a wedding dress is a rite of passage |
| Cost | Wedding dresses can be expensive, with the average bride in the US spending approximately $1,631 on her dress |
| Budgeting | It is recommended to have a budget cushion of a few hundred dollars in case you find a dress you love that is over budget |
| Timing | It is recommended to allow ample time for the dress to be made, with the average time being eight to ten months |
| Commitment | It is important to be willing to commit to the process and go into appointments with the hope of finding the right dress |
| "First Dress Phenomenon" | Many brides buy the first wedding dress they try on due to the "primacy effect," where the first option seen sticks with them |
| Research | Brides often spend months researching wedding dresses and go into appointments with a specific vision in mind |
| Emotional experience | Shopping for a wedding dress can be an emotional experience, with feelings of excitement, stress, and nervousness |
| Intimacy | Dress shopping is a highly intimate experience, and the bride may want to keep this moment private |
| Second-hand options | Some brides choose to buy second-hand wedding dresses to save money or for environmental reasons |
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What You'll Learn
The 'First Dress Phenomenon'
The wedding dress is an integral part of the bridal experience, and the process of finding "the one" is often an emotional rollercoaster for brides-to-be. This "First Dress Phenomenon" is intriguing, and there are several reasons why brides often buy the first wedding dress they try on.
The first wedding dress a bride tries on holds a special significance. Dr. Stewart, a psychologist, attributes this to the "primacy effect," a psychological phenomenon where the first option seen tends to linger in our minds. The initial dress a bride falls in love with "resonates because it reflects her authentic self before doubt and many other thoughts creep in," Dr. Stewart explains. The bride gets to experience this moment without the influence of friends and family, allowing her to make a decision that aligns with her true self.
The act of trying on wedding dresses can be highly emotional, and for many brides, seeing themselves in full bridal attire for the first time is a powerful and overwhelming experience. Esé Azénabor, a bridal designer, notes that this moment might represent the culmination of a lifelong dream, and the impact of seeing themselves in a wedding gown can be immense. The first dress they try on might perfectly encapsulate their vision for their special day and how they want to feel as they walk down the aisle.
Bridal designer Idan Cohen agrees that brides often go into their appointments with a clear vision, having spent months researching and imagining their dream dress. As a result, they may have already emotionally committed to a particular style before even trying it on, and any subsequent dresses may struggle to live up to their expectations.
The wedding dress holds a unique place in the bridal experience, and the process of finding it is deeply personal. While some brides may find "the one" immediately, others may need to explore various options. Ultimately, the "First Dress Phenomenon" underscores the importance of the wedding dress in a bride's journey towards her special day.
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The emotional and psychological impact
The wedding dress is often imbued with a lot of meaning and significance, and the process of shopping for one can bring about a range of emotions, from excitement and joy to stress and nervousness.
The pressure to find the one and the idea that the dress should be a representation of something more can add to the emotional intensity of the experience. Brides may feel the need to find a dress that makes them feel a certain way or that aligns with a childhood dream. This can create a sense of anxiety and self-consciousness, as well as a fear of missing out on the "perfect dress". The process of trying on dresses can be a rollercoaster of emotions, with each dress bringing a different feeling and sense of self-perception.
The financial aspect of buying a wedding dress can also impact a bride's emotions and psychological state. Wedding dresses can be expensive, and the pressure to find the perfect dress within a budget can be stressful. This may lead to practical considerations, such as the need to save money by buying second-hand or compromising on certain features of the dress. The cost of alterations, veils, shoes, and accessories can also add to the financial burden and impact a bride's emotional state during the decision-making process.
Additionally, the tradition of keeping the wedding dress hidden from the groom until the wedding day can play a role in the emotional experience. The element of surprise and superstition surrounding the groom seeing the dress can add to the excitement and intimacy of the experience for the bride.
Overall, the process of buying a wedding dress can evoke a range of emotions, from joy and excitement to stress and anxiety. It is a deeply personal and meaningful experience for many brides, impacting their sense of self and their vision of their wedding day.
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Cost and budget
The cost of a wedding dress can vary significantly, with some dresses retailing for as much as $13,000, while others can be purchased for under $1,000. According to The Knot's 2025 Real Weddings Study, the average cost of a wedding dress is about $2,000. This figure accounts primarily for off-the-rack and made-to-order styles, as only 10% of brides wear custom-made dresses.
When creating a budget for a wedding dress, it is important to consider not only the cost of the dress itself but also any potential alterations, customisations, and accessories that may be required. Hoersten, a bridal consultant, recommends budgeting 10-20% of the dress cost for possible adjustments like hemming, strap modifications, or adding custom details. Additionally, it is worth noting that most retailers and designers require a deposit to confirm the order, typically ranging from 30% to 50% of the total cost.
To save money on a wedding dress, one option is to shop second-hand. Pre-owned wedding gowns can cost 40-70% less than new ones, and they are often still trendy and modern. Another way to save is to skip alterations by finding a brand that offers custom or made-to-measure sizing. By purchasing a dress that is made to your unique measurements, you can avoid the additional cost of alterations. Additionally, keeping an eye out for trunk shows, sample sales, and off-the-rack sales can help you find a dream dress at a lower price.
It is also worth considering the brand markup when budgeting for a wedding dress. Luxury brands often command higher prices due to their positioning and reputation, regardless of production methods. Therefore, it may be more budget-friendly to opt for lesser-known designers or brands. Additionally, choosing a simpler dress without beading, embellishments, or other intricate details can help reduce costs.
Finally, it is essential to set a realistic budget and stick to it. While it can be tempting to splurge on a dream dress, it is important to remember that there are many beautiful and flattering options within various price ranges. It is also worth considering the overall wedding budget and allocating funds accordingly. Couples typically allocate 6% of their total wedding budget to attire and beauty, so this can be a starting point for creating a budget for the wedding dress.
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Customisation and alterations
Wedding dress alterations are an essential part of the bridal shopping process. Even if a dress feels great off the rack, small adjustments can make a world of difference in ensuring the gown fits like a glove and feels like a custom-made piece.
The first fitting with a seamstress or tailor typically lasts about an hour, during which they will assess the dress and the adjustments required. This initial consultation should be scheduled around two to three months before the wedding, allowing ample time for the alterations to be made. The bride can expect to attend two to three fittings in total, with each subsequent fitting taking less time as the dress gets closer to the perfect fit.
The most common alterations include hemming the dress to ensure the proper length, adjusting straps for a better fit, and taking in the bust, waist, or hips. Brides may also choose to add a bustle, which allows the dress train to be picked up so the bride can move around freely.
The cost of alterations varies depending on the complexity of the changes, the fabric type, and any additional embellishments. On average, alterations range from $150 to $800, with some salons charging per service and others a flat fee.
Customisations are also an option for brides who want to mix and match certain aspects of their dream dress, such as combining a loved neckline with sleeves from another dress. These custom changes allow brides to create their perfect wedding day outfit, reflecting their unique style and vision.
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Superstition and tradition
For example, in many cultures, it is considered unlucky for the groom to see the bride in her wedding dress before the ceremony. This tradition dates back to the time of arranged marriages, when it was believed that if the couple saw each other beforehand, they might change their minds about the wedding. However, some modern brides choose to ignore this superstition and opt for pre-wedding photoshoots or first looks with their grooms.
Another widely recognised superstition is the belief that it is lucky for the bride to wear "something old, something new, something borrowed, and something blue", with an additional "sixpence in her shoe". "Something old" symbolises the bride's past and family, while "something new" represents new beginnings and the couple's future. "Something borrowed" is typically an item from another happily married bride, bringing good fortune, and "something blue" represents fidelity and love, as well as being the colour of pre-Victorian wedding dresses.
Other wedding dress superstitions include the belief that it is unlucky for a bride to make her own wedding dress, though borrowed dresses are considered lucky. In some cultures, finding a spider in your wedding dress is considered a good omen, while seeing a nun or monk on the way to the wedding is said to bring bad luck.
Wedding veils also have a long history, with roots in the superstition that a bride's face should be covered before she reaches the altar to protect her and her marriage from evil spirits. This belief dates back to ancient Roman and Greek traditions, which also included the wearing of flower crowns for protection and eternity.
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Frequently asked questions
Many brides spend months researching wedding dresses and go into their appointments with a vision in mind, so there's a good chance they've got their hearts set on certain styles before the appointment even begins. There might also be a psychological reason for this: "Many brides experience a gut feeling, often tied to the psychological phenomenon 'primacy effect', where the first option we see sticks with us," says Dr. Stewart.
Wedding dresses are often expensive, made-to-order pieces, and buying something second-hand presents a much more affordable alternative, since most styles are sold between 50 and 90 percent off the original price. However, shopping for wedding dresses second-hand has its challenges. There's always the chance that the dress in the mail won't match the one that appeared online, and that the sizing will be inconsistent.
It is customary for the bride to keep the wedding dress hidden from the groom's sight until she walks down the aisle. This is to maintain an element of surprise, as well as to follow tradition and superstition, which dictates that it is considered bad luck for the groom to see his bride in her gown before the wedding.
