This is the Average Wedding Dress Cost Today

Growing up watching Say Yes to the Dress, I loved when a bride would arrive with an unlimited budget. I will admit, however, that it may have skewed my perception about the average wedding dress cost. The reality is that your wedding gown doesn't have to cost the equivalent of a down payment of a house. Now that we've got that cleared up, let's discuss: How much does a wedding dress cost exactly? We chatted with industry experts, Yuliia Lobachova, Creative Director and Founder of Ricca Sposa, and Alyssa Hoersten, Founder & Designer at Alyssa Kristin, to learn more about wedding dress prices. Below, we're breaking down the answers to some of the most common questions brides have before making their big purchase at the bridal salon.

In this article: Average Wedding Dress Cost | Cost Factors | Budget Tips | How to Save

Photo: LongBrook Photography

Average Wedding Dress Cost

According to The Knot 2025 Real Weddings Study, which surveyed nearly 17,000 US couples who got married last year, the average cost of a wedding dress is about $2,000. Gowns continue to be a staple of wedding fashion, as 98% of our female survey respondents wore a dress for their nuptials. The average price of a wedding dress accounts primarily for off-the-rack and made-to-order styles, as just 10% of last year's brides wore custom-made dresses.

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According to Lobachova, brides generally do not need to pay the full average wedding gown cost upfront. "Instead, most retailers and designers require a deposit to confirm the order," she says. "This deposit typically ranges from 30% to 50% of the total cost and covers the initial expenses for materials, labor, and production." The remaining balance is usually due at the time of pick-up. "Some designers and boutiques may also offer installment plans to provide more flexibility for brides," says Hoersten.

Photo: Bonnie Sen Photography

The Why Behind Wedding Dress Prices

So, why are wedding dresses so expensive? Now that we've revealed the average cost of a wedding dress, let's talk about the various factors that go into determining that price.

Fabric Composition

"Luxurious materials naturally come at a premium," explains Hoersten. One of the most obvious examples is the cost of 100% silk compared to satin. Because the process of creating silk is much more labor-intensive, the fabric comes at a higher cost. Many brides, however, are willing to ensure those costs for the luxury that silk dresses offer. "Other high-end materials like Mikado, Chantilly lace and hand-embroidered tulle sourced from the finest European mills add to the cost due to their rarity and superior quality," says Lobachova.

Design Elements

The more time and attention it takes to create a gown, the more brides can expect to pay for it. "Some gowns feature intricate beading, embroidery or 3D floral appliqués which require skilled artisans to spend hours–sometimes weeks–perfecting each design," Lobachova explains. "Each bead, pearl or crystal is placed with precision, adding to the exclusivity of the dress." But wedding dress embellishments aren't the only design elements that come at a high cost. "Complex designs with built-in corsets, boning or multi-layered skirts demand meticulous craftsmanship, making them more labor-intensive and costlier," Lobachova adds.

Dress Alterations and Additions

Wedding dresses typically come in a fixed set of sizes. That means, alterations are often necessary to achieve the proper fit. The cost of wedding dress alterations is not included in the average wedding dress cost, but it does increase the overall amount that brides end up paying for their attire.

In addition to alterations, custom additions can also be added to gowns for an additional cost. "Dresses that offer customization options, such as detachable skirts, capes or sleeves, increase production costs due to the additional time and materials needed to create multiple styling possibilities," explains Lobachova.

Boutique Location

The average wedding dress cost varies by location and region. For weddings in 2023, spend in the Mid-Atlantic was over $2,200, while the average wedding dress cost in the Midwest was about $1,900. Our data also indicates that individuals tend to spend less on a dress for a hometown wedding, while those who hosted an international destination celebration spent just under $2,800 on their look.

Production Location

"While labor costs can vary worldwide, brands that produce their dresses domestically often pay much more," explains Hoersten. This means that a dress produced in the United States might cost more than one produced overseas. However, the introduction of new tariffs on imports is causing a slow shift in the market. Before ordering a dress from an international brand, be sure to chat with your bridal consultant about how tariffs may impact its price.

Brand Reputation

"One of the biggest cost drivers is brand markup," says Hoersten. "In other words, a designer's positioning and reputation heavily influence pricing, with luxury brands often commanding increasing markups regardless of production methods," she explains.

Photo: Nikki Daskalakis

How to Set Your Bridal Gown Budget

Before embarking on your dress shopping journey, you'll need to determine how much you're willing to spend. According to our data, couples typically allocate 6% of their total wedding budget to attire and beauty. Hoersten stresses the importance of setting a realistic, all-inclusive budget. This should factor in not only the cost of a dress, but also any potential alterations it may need. According to Lobachova, "Brides should budget 10–20% of the dress cost for possible adjustments like hemming, strap modifications or adding custom details."

Once you've determined your wedding dress budget, the next step would be to inform your bridal consultant about it at the start of your wedding dress shopping appointment. "Stay focused by only trying on gowns within your price range to avoid falling in love with one that's outside your budget," she says. Pro tip: The Knot Budget Advisor can help you factor your wedding dress cost into your overall wedding budget.

Photo: Adam and Becca

How to Save on Your Wedding Dress

One of the most obvious ways to save money on your wedding wardrobe would be to browse affordable wedding dresses online. There's no shortage of gorgeous options at budget-friendly retailers like Lulus, Azazie and Anthropologie. Of course, if you prefer the in-person shopping experience, there are still ways to avoid going over budget. Below, we've rounded up more helpful tips to help you save on your wedding dress.

Choose a Simple Wedding Dress

Hoersten's biggest piece of advice for brides hoping to find a look that costs less than the average wedding dress price is to prioritize what matters most to them in a gown. "If luxe fabric is your dream, opt for a simpler silhouette to balance out the costs," she explains. Like we mentioned above, beading, embellishments and other intricate details can all add to the cost of a wedding dress, so skipping them in favor of something more simple can help you save money.

Choose a Dress That Fits Upfront

Wedding dress alterations can be pricey. In some instances, brides may be able to save on the overall cost of their wedding attire by skipping the alterations process entirely. In order to do so, you'll need to find a wedding dress brand that offers custom or made-to-measure sizing (Azazie is one of our favorite affordable options). By purchasing a dress that's made specifically for your unique measurements, you can avoid potentially pricey alterations.

Shop Sales and Trunk Shows

"If you're a budget-conscious bride, be sure to keep an eye out for trunk shows, sample sales or even reach out to the designer for off-the-rack sales to see if you can snag your dream dress for less," Hoersten advises. There are a number of wedding dress sales that take place throughout the year. We recommend subscribing to your favorite brands' social media pages and mailing lists to be the first to hear about sales and trunk shows in your area.

Shop Secondhand

If you want to significantly cut down on your bridal dress cost, one of the best things you can do is to shop secondhand. Pre-owned wedding gowns can cost anywhere from 40–70% less than new ones. Better yet? You'll help cut down on textile waste in the process. Because most secondhand dress shops only accept donations of gowns that were designed in the past five years, you won't have to sacrifice wearing a trendy and modern look should you decide to go this route.

Recoup the Cost After the Wedding

If you went a bit over budget when purchasing your attire, the good news is that there are ways to recoup some of the cost of a wedding dress after you say "I do". There are plenty of platforms that can help you sell your wedding dress to another bride. Dresses that are in good condition and are less than two years old typically sell for about 50 percent of their original retail price. You can also donate your wedding dress to a charity of your choice, which will earn you a tax deduction.

Shop Affordable Bridal Salons

Some bridal salons specialize in budget-friendly gowns. There are a number of different ways to discover affordable bridal shops in your area, but the easiest is to browse The Knot Vendor Marketplace. Here, you'll find salons for every price range and style making it easy to find exactly what you're looking for.

Additional reporting by Sarah Hanlon