Bridal Gown Sales Highest in January

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By Gillette Vaira

Story Published: Jan 25, 2012 at 7:14 PM MST

Story Updated: Jan 26, 2012 at 12:45 PM MST

BILLINGS - "Jeanne, what do you think of that? That looks good."

Erin Lehman took time off from work to decide on the perfect gown for her June wedding.

"I really came into the process with like stars in my eyes. I didn't know what I wanted. I knew I wanted something big."

She has tried on nearly 20 gowns since she became engaged on her birthday in April 2011.

"As we modified where we were going to get married, then something more springy and something with not as big of a train was kind of important because I wanted to be able to play in it as much as I wanted to be able to wear it and look pretty," Lehman said.

Bridal Consultant Jeanne Wagner is helping Erin find her gown.

"It's a very, very important thing, you know. This is the most extravagant, most important gown she'll ever wear."

She said Step'N Out sells nearly 200 bridal gowns in January, making up 50% of their wedding dress sales for the year.

"January is typically what we would call 'Bridal Christmas' because not only do brides get proposed to a lot over the holidays, but it's a rule of thumb to get your wedding gown six to nine months before your wedding," Wagner said. "And since the summer months are the most popular months to get married, we definitely recommend those brides get in."

Erin used what she calls "The Sit Test," and she decided on an A-Line, ball gown dress for her big day.

"I'm not sure I want to get out of my dress now," she said. "I think I might stay here for awhile. I want to be able to wear it as long as possible, so I guess I'll get in all my time here and then be able to wear it on the day of the wedding, too."

Step'N Out consultants said most brides are choosing lacey, vintage-style dresses in 2012. The fit and flare look is also becoming popular. Step'N Out's average wedding gowns cost between $800 and $1,000.

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Cindrella said on Thursday, Jan 26 at 1:15 PM

We had a bad experience with Step n Out so have advised 5-6 new brides to be to shop elsewhere. They LOVE to advise you to buy a bigger size, then sock it to you on alterations

emilee said on Thursday, Jan 26 at 9:52 AM

It's nice that Stepping Out got all that free advertising. What about all the other bridal shops in Billings? It is hard to believe that Stepping Out sells 200 wedding gowns in January. Must be from all your free advertising.

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