Key Insights
Essential data points from our research
The global wedding dress market was valued at approximately $61.59 billion in 2022
The wedding dress market is projected to grow from $65.04 billion in 2023 to $92.80 billion by 2030
The Asia-Pacific region held over 35% of the global wedding dress market share in 2022
In the United States, brides spend an average of $1,900 on a wedding dress
99% of brides in the U.S. wear a wedding gown for their wedding
The average bride tries on between 4 and 7 dresses before finding "the one"
53% of brides purchase their wedding dress 9 to 12 months before the wedding day
91% of brides wear white wedding dresses
Online wedding dress sales increased by 15% in 2022 from the previous year
David’s Bridal accounts for around 25% of the U.S. bridal market
80% of brides use Pinterest to plan or find inspiration for their wedding dress
The average turnaround time for a made-to-order wedding dress is 6 to 9 months
Sustainable wedding dresses saw a 32% increase in demand in 2022
Consumer Spending and Pricing
- In the United States, brides spend an average of $1,900 on a wedding dress
- The average cost of wedding dress alterations is $150 to $600
- The average wedding veil costs $300 in 2023
- Secondhand wedding dresses can cost 50%–65% less than new ones
- Wedding dresses account for 8% of total wedding budget on average
- Retail markups on wedding dresses can be as high as 600%
- Designer wedding gowns (over $5,000) make up about 5% of the market
- Bridal sample sales typically offer 40%–80% off gown retail prices
- UK brides spend an average of £1,313 on their wedding gown
- Wedding dresses account for approximately 20% of bridal fashion industry's total revenue
Interpretation
In an industry where love may be priceless but lace comes at a premium, brides routinely drop nearly $2,000 on a dress they'll wear once—markups soaring to 600%—while savvy shoppers know that saying "I do" doesn't have to mean "I overpaid."
Market Size and Growth
- The global wedding dress market was valued at approximately $61.59 billion in 2022
- The wedding dress market is projected to grow from $65.04 billion in 2023 to $92.80 billion by 2030
- Online wedding dress sales increased by 15% in 2022 from the previous year
- David’s Bridal accounts for around 25% of the U.S. bridal market
- Sustainable wedding dresses saw a 32% increase in demand in 2022
- The resale market for wedding dresses is anticipated to reach $3.5 billion by 2027
- Over 13 million wedding dresses are sold globally each year
- Custom wedding dresses make up 10% of the overall bridal gown market
- Muslim bridal gown market segment grew 8% year-over-year in 2022
Interpretation
As love remains a booming business, the $92.8 billion wedding dress industry is strutting down the aisle with a train of trends—from digital clicks and sustainable picks to cultural couture—all proving that "forever" now comes with more options than ever before.
Purchase Behavior and Priorities
- 99% of brides in the U.S. wear a wedding gown for their wedding
- The average bride tries on between 4 and 7 dresses before finding "the one"
- 53% of brides purchase their wedding dress 9 to 12 months before the wedding day
- 80% of brides use Pinterest to plan or find inspiration for their wedding dress
- The average turnaround time for a made-to-order wedding dress is 6 to 9 months
- 47% of U.S. brides prioritize sustainability when choosing a dress
- 1 in 5 brides resells her wedding dress after the event
- 60% of brides bring their mom to wedding dress shopping appointments
- 30% of brides bring their maid of honor to dress fittings
- 85% of wedding dresses are sold through brick-and-mortar bridal shops
- About 60% of brides report going over budget on their wedding dress
- 26% of brides purchase more than one dress for their wedding day
- The average bridal fashion appointment lasts 80 minutes
- March and September are the busiest months for bridal dress fittings
- Mobile searches for “wedding dresses” spike by 28% in January
- Former brides pass down wedding gowns to their daughters only 11% of the time
- Bridal gowns with pockets see a 19% higher purchase rate
- 79% of bridal customers show preference for in-store styling services
- Nearly 25% of brides buy their gown from a national chain rather than a boutique
- 12% of brides use 3D virtual try-ons for wedding dress previews
- The average number of people brides bring to fittings is 3
- 39% of brides continue altering their wedding dress up to one month before the wedding
- 44% of brides prefer shopping for their gown during weekday appointments
- The average American engagement length is 15 months, influencing dress purchase timing
- 31% of brides are open to renting a wedding gown instead of purchasing
- 24% of wedding dresses are purchased online in the U.S.
- 56% of brides bring one trusted advisor to avoid confusion during dress shopping
- Online bridal stores report a 70% return rate compared to 10% in boutiques
- 72% of brides follow at least one bridal gown brand on Instagram
- 45% of brides select their wedding dress before finalizing the venue
- Online stores see highest wedding dress traffic between 8–10 PM
- Influencer marketing drives 23% of bridal gown purchase decisions
- 18% of brides gain or lose weight significantly before the final fitting
- 61% of brides rely on online reviews to choose a bridal boutique
- 82% of brides cite emotional response as the biggest factor in dress choice
- 55% of brides say their dress is the most important fashion purchase of their life
- 33% of Australian brides consider purchasing their gown secondhand
Interpretation
In a world where emotion reigns, Pinterest rules, and pockets are unexpectedly powerful, the modern bride navigates a labyrinth of fittings, filters, and fashion ethics—proving that finding “the one” is as much about the dress as it is about identity, timing, and a touch of Instagram-worthy magic.
Regional and Demographic Insights
- The Asia-Pacific region held over 35% of the global wedding dress market share in 2022
- China's wedding dress manufacturing sector accounts for about 70% of global production
- Plus-size wedding dresses make up 14% of total sales in U.S. bridal shops
- Nearly 50% of plus-size brides report limited selection in bridal shops
- Most common dress shopping age group is 25–34 years old, making up 49% of purchases
Interpretation
While China stitches the world’s wedding dreams and Asia-Pacific leads in sales, U.S. bridal shops are still catching up in offering fuller choices for fuller figures—ironically missing half the market for 14% of their revenue.
Trends and Style Preferences
- 91% of brides wear white wedding dresses
- 20% of brides customize their wedding dress in some way
- The most popular wedding dress silhouette is A-line, worn by 47% of brides
- Strapless is the preferred neckline for 38% of brides choosing their gown
- In 2022, lace was the leading fabric in 45% of bridal gowns
- Black wedding dresses saw a 21% increase in searches in 2023
- TikTok wedding dress hashtags have garnered over 1.3 billion views
- 19% of brides plan to dye or repurpose their wedding gown after the event
- Ivory is the most popular wedding dress color, chosen by 62% of brides
- 10% of brides choose a short wedding dress for comfort or style
- Boho-style wedding dresses saw a 14% increase in search popularity
- Demand for convertible wedding dresses increased 12% in 2022
Interpretation
While 91% of brides still say "I do" to tradition in white or ivory A-line gowns, a rising tide of TikTok-fueled individuality—from black dresses to post-wedding dye jobs—proves that modern matrimony now comes with a custom twist and a hashtag.
