Gowns and dresses, tuxedos, limousines and corsages are in high demand ? it must be prom season.
It must also be time for parents and prom-goers to shell out some serious cash for the memorable night ? good news for area boutiques, formal-wear stores and limousine rental services.
At Synchronicity Boutique in Pikesville, owner Karen Mazer said the prom-season rush is actually winding down. But she and her staff have been busy since January.
“Prom season is a huge part of our business. It?s very noticeable,” Mazer said. “Prom is very, very important to girls, and we do everything we can to make them look and feel beautiful.”
Mazer said a majority of her store?s gowns and dresses sell between $200 and $450, though she offers pieces for less than $200 as well. The boutique has more than 300 gowns and dresses in stock, and the staff keeps detailed records to make sure no two girls going to the same prom purchase the same dress. Mazer?s store also sells jewelry and accessories, like handbags.
“It?s really an investment for these girls,” Mazer said.
At Tuxedo House in Timonium, owner Fred Hiken said he was “loving” prom season business, because it?s one thing parents won?t deny their children, regardless of the prevailing economic situation.
“It?s like a tradition in the family,” Hiken said. “The parents went to the prom, and they want to see their kids go to the prom.”
Hiken?s store offers complete tuxedos ? coat, pants, shirt, vest, suspenders, cuff links and shoes ? for rental for $110 to $150.
This year?s tuxedo trend? All white, Hiken said.
“They?re bringing back the ?70s, I guess,” Hiken said, laughing.
Prom season is essentially “the holiday season” for places like dress and tuxedo stores, said Scott Krugman, spokesman for the Washington-based National Retail Federation.
“I don?t think, even during a weak economy, parents are going to deprive their children of the prom experience,” Krugman said.
According to 2006 data from Your Prom magazine, the average prom price tag per couple was more than $1,000, including spending on prom tickets, clothes and accessories, hair and makeup, flowers, food, transportation and any afterparties.
“What we?ve found, even in a difficult economy, if something is important to people, they?re going to budget and make decisions to make sure it happens,” Krugman said.
