Prom Season Boosts Midlands Retail Sales

COLUMBIA, S.C. (WOLO) — “We’ve sold probably as many short as we have long,” says Cindy Hook, Co-owner of Bridalhaven in Gilbert. When it comes to prom, the dress is top priority and the prom season means a boost in business for the owners of Bridalhaven. “Better than we expected, everyone is waiting until the last minute of course,” says Cindy Hook “With the economy down the way it was, we really didn’t expect to do what we’ve done this year,” says Bonnie Hook, Co-owner of Bridalhaven. But how much are prom goers spending? Marianne Bickle, a retail expert at the University of South Carolina says the price tag varies. “Some girls can spend anywhere from 50-100 dollars and others can spend up to 300 to 400 dollars,” says Marianne Bickle. But this year some girls are taking a newer, more budget-friendly approach. “They can spend about 30 dollars and not buy the dress, they rent the dress,” says Bickle. Crandall Sims reporting, “Dresses and tuxedos aren’t the only things girls and boys will be spending money on this prom season, there’s the shoes and the jewelry to go with the shoes and the dress and of course, there’s the flowers.” However, Bickle says the prom season helps more than just formal shops specializing in formal wear. In fact nail salons, hair salons and floral shops all profit during prom season. “These are all really discretionary industries that rely on special events and special occassions,” says Bickle. Back at Bridalhaven, customers have yet another option to get the perfect dress for the big day. “We do consignments also, we do as much consignment as we do new, that’s a big plus for us,” says Cindy Hook. So whether you are buying, renting or consigning, this prom season is sure to be one to remember. “It’s a one time, especially senior prom it’s a one time thing,” says Cindy Hook.