• by Sarah Mahoney , Staff Writer, Yesterday

Weddings – the one place where spending experts insist people will never pinch pennies -- are showing some strain, and David’s Bridal is getting ready.

The company has introduced the Outlet Shop By David's Bridal in McAllen, Texas, introducing a dedicated shop-within-a-shop outlet into an existing location.

The company is calling it the first such launch, with no indication yet of other markets it is targeting for expansion.

It describes the new concept as the “most comprehensive bridal shopping experience in South Texas and the Rio Grande Valley.” In addition to the retailer’s exclusive Vera Wang Bride collection, it offers hundreds of outlet-priced wedding dresses, designer samples, bridesmaid dresses, prom dresses, mother-of-the-bride dresses, and special occasion gowns.

Spending on weddings has been riding a long wave of post-COVID increases, with the costs steadily rising as couples integrate more and more personalized details into the event.

And while Gen Z, now accounting for about 41% of the market, continues to shake up tradition with their aversion to cookie-cutter weddings -- leading trends include small or no wedding parties, creative dress codes and receptions that feature video game stations and tarot card readers -- dresses are pretty non-negotiable.

And David’s knows they are increasingly strapped. The Knot, the leading web hub for all things matrimonial, says the average cost of a wedding dress last year was about $2,100, with $1,200 the average among lower spenders and $3,200 on the high end. David’s offers an extensive selection of those priced under $1,000. Earlier this month, it resurrected its $99 dress sale, billing it as “the bridal event your mom still talks about.”

And late last year, it introduced Sezzle, a financing app with pay-as-you-go plans.

The outlet concept “is about delivering more choice, more value and more reasons to shop at David's," said Heather Braddock, the retailer’s chief global operations and transformation officer, in the announcement. "Whether a customer is searching for a designer wedding dress, an incredible outlet find or a complete bridal experience, she can now discover it all in one place.” The store “reimagines how today's brides and special occasion shoppers experience our stores."

Overall wedding costs hit $34,000 in 2025, up from $33,000 in the prior year but below 2023’s $35,000. And they are watching those costs closely. Over 85% of couples reported that the economy had affected their decisions, and 55% found themselves reworking elements of their plans. One in three felt tariffs cut into their budget.