The Price of a Wedding Gown - What to Remember Before Shopping

Every bride deserves to feel beautiful and confident on her wedding day—but the journey to finding the dress can be filled with shock, and frustration, especially when it comes to the expected cost. One of the biggest challenges brides face is sifting through misleading information, particularly from online bridal boutiques that promise luxury looks at rock-bottom prices. These too-good-to-be-true deals often come with hidden costs: poor craftsmanship, incorrect sizing, unflattering fabrics, and the heartbreaking realization that what has arrived in the mail isn’t at all what was pictured. 
So here is a plan and some tips to consider and warnings to remember!

Do Your Gown Homework

Before you begin shopping, do your research. A common misconception brides make is assuming that knockoff gowns are “just as good” as designer originals. Moms and brides alike sometimes assume they’re paying only for the name, but what they’re really paying for is skilled tailoring, luxurious fabrics, expert design, and a fit that makes you feel incredible. Knockoffs almost always fall short in all these areas. From uneven hems to stiff linings and misplaced embellishments, the differences are more obvious in person than they may seem on a screen. A little light Googling for "prom dress or wedding gown disasters" will provide all the "Buyer Beware" stories you'll need for a lifetime.

Additionally, many online retailers post heavily edited photos, use designer images without permission, and overpromise on delivery timelines and quality. A gown listed for $200 might look stunning online, but in person, it will likely be poorly constructed and made from cheaper materials. There are countless stories of brides who thought they were getting a deal, only to end up scrambling for a backup plan weeks before the big day. Buying a wedding gown is not just an online transaction—it’s an emotional investment that deserves careful, informed decision-making.

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Another miscalculation that often trips brides up is the belief that a “simple gown” should come with a simple price tag. Minimalist doesn’t always mean inexpensive. In fact, the cleaner the silhouette, the more noticeable poor construction becomes.

Most brides will purchase undergarments even with a designer gown that has all the structure and support. If you've chosen a simpler gown hoping to avoid these extra purchases, you will find this difficult. Many budget-friendly sheath dresses (think for an elopement or casual beach wedding) skip essential built-in elements like structure, boning, and support, meaning the bride has to piece together shapewear, slips, and bras in hopes of achieving the right fit. This adds to the frustration and the cost, so understand that when you head out to shop.

Set a Budget

Setting a realistic dress budget doesn’t mean overspending—it means understanding what things actually cost and deciding what matters most. A reputable bridal salon will help you find the best quality and style within your price range and offer expert guidance along the way. At BT, we relish this part of the process, and enjoy educating curious brides-to-be when they have questions about style and fit. The peace of mind that comes from trying on gowns in person, seeing the real materials, and having professionals on your side is worth every penny. At BT. our gowns range from $600 to $1600 and these are from designer labels we've curated specifically based on design, quality and price point. We've done the searching for you!

PLan Your Shopping

For discerning brides who want both quality and value, timing is everything. One of the best ways to find a designer gown at a more affordable price is to watch for sales at trusted brick-and-mortar bridal boutiques. These are not knockoffs—they’re genuine pieces from reputable designers, sold off the rack. Bridal Traditions is gearing up for our annual National Bridal Sale Event this July, offering brides the perfect opportunity to find a dream dress. Shopping in person allows you to feel the fabrics, try on styles, and work with those of us who know these products and care about your experience. A great deal doesn’t have to come at the cost of quality—it just has to come at the right time and from the right place.

In the end, your wedding dress is one of the most photographed and remembered parts of the day. Rather than gamble on a knockoff or fall for a flashy online bargain, take the time to set a budget that reflects your values and priorities—and find a gown that honors both your vision and your investment.

Begin Your Bridal Journey at BT