I recently bought my wedding dress. What I wish I knew sooner

I’m getting married next year, and a recent item on my to-do list was a fun one: buy my wedding dress. 

In mid-August, I had an appointment at a bridal boutique in New York City.

My goal for the appointment was to narrow down the dress options from five to two. I would then return to the store with my mother in late September to make the official decision with her. (She already had her flights booked for that weekend).

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I explained all of this to the sales associate, but when I told her my wedding date, she gave me a concerned look: “That’s very soon,” she said.

I had no idea that when you buy your dress in relation to your wedding date can affect its pricing. But it’s a great example of the kind of research and decision-making that goes into planning a wedding, especially if you’re looking to stick to a budget.

Here’s what I would have done differently when it came to my big purchase, and what experts recommend.

During the appointment, the sales associate explained that if I waited until September to purchase the gown during my mother’s visit, I would incur so-called “rush fees,” an added cost to make sure the dress arrived on time. 

Rush fees depend on what exactly you’re rushing and how close you are to the wedding date, said Lauren Kay, executive editor at The Knot, a wedding site. In my case, rush fees would have been approximately $500, the sales associate said.

That would have represented 20% of my dress budget.

Brides should typically start shopping for a wedding dress about 12 months out from their wedding, according to The Knot. At that point, come up with a budget and research styles you like.

About eight to 10 months out, you should purchase the dress, which involves signing a contract and putting down a deposit, according to the bridal site.

“Purchasing your dress about nine months ahead of your wedding date gives you a nice cushion,” said Kay.

I had somewhat followed that timeline: After I got engaged in March, I began to browse social media and bridal boutique websites for dresses I liked. I narrowed down my budget and thought about how much I was comfortable spending.

But at that point, my fiance and I did not have a venue nor a wedding date, so I held off from making an official purchase.

Fast forward to August. We’ve selected the venue and have sent the save-the-dates. By the time I had my dress appointment, the wedding was about nine months away.

The silver lining was that I was still on time, even if just barely, and I could avoid the rush fees. I had to consider the cost as my budget for the dress was roughly $2,500. 

Had I better understood that timing, I’d have booked my mom to come in much earlier.

Across the country, the average cost for a wedding dress is about $2,000, according to The Knot’s 2025 Real Weddings Study, which surveyed about 17,000 couples in the U.S. who got married the year before.

To avoid the added cost, I decided I would make the call on the dress at the end of the appointment. I explained the situation to my mom, and luckily, she understood. The sales associate and I video-called her on and off during the appointment as I tried on different dresses.

Then came the veils.

Instead, bridal stores require an upfront deposit to order the dress, which can range from 30% to 50% of the total cost, according to the Knot. The remaining balance is due at the time of pickup.

In my case, I was required to pay 65% of the total cost up front.

If you try on veils or other accessories during your appointment, and ultimately pick one, remember that the item’s price will be included in the total balance, thus making your down payment higher.

In my case, I wish I had remembered this detail in the moment. Looking back, I would have asked about the veil’s cost as I tried it on, rather than finding out at the point of the contract.

No matter when in the process you buy accessories like a veil or shoes, experts say it’s important to factor them into your overall budget. While veils can cost about $100 to $600, the more intricate details they have, the more expensive they can be, according to The Knot.

Therefore, instead of a “dress budget,” brides may want to consider an “attire budget,” said Kay. Beyond the dress, factor in a veil or other headpieces, jewelry and shoes, as well as related costs like alterations.

“That’s something that can often be forgotten and that can add a significant cost to the dress,” she said.

While alteration costs can vary depending on what your dress needs, some places require a flat fee. With some preparation, you could research different alternatives to the bridal shop alterations.