The sixth annual National Bridal Sale Event (NBSE) takes place on July 17, 2021.  Nearly 1,000 independent, locally-owned bridal retailers including top bridal salons in the United States and Canada will participate in this day meant to offer brides, bridesmaids, and wedding guests an unprecedented opportunity for substantial savings (up to 80% off in some salons).  Many bridal shops will extend the sale through the following week until July 24.

“National Bridal Sale Day, also called Bridal Saturday, is an annual tradition for the bridal industry similar to a Black Friday or Small Business Saturday for other retail stores. It is recognized by Chase’s Calendar of Events and scheduled annually on the third Saturday in July,” says the event’s creator, Sue Maslowski, owner of Jay West Bridal in Haddonfield, N.J.

“It also means brides do not have to shop the Internet for price,” Maslowski says. “They can walk into any participating bridal salon across the country and in Canada on that day and touch, see and feel what they are purchasing with no surprises.  And often, they can take the gown home the same day!”

New for this year's event: a sweepstakes of cash and product prizes that brides can register for at

First prize: $1500
Second prize: $500
Third prize: accessory package valued at $300
Fourth prize: gown preservation donated by Wedding Gown Specialists
Fifth prize: gown cleaning donated by Wedding Gown  Specialists
Winners will be drawn at random from registered brides on the 25th of July

For a list of participating bridal shops, brides can visit The site also offers brides a guide to successful shopping and changing features such as bridal-shop-of-the-month, and designer-of-the-month.  Brides can also download a discount coupon for wedding gown cleaning and preservation at a nearby Certified Wedding Gown Specialist.TM.

For stores interested in participating, the single year registration of $50 provides a boutique listing on NBSE website; a listing on the
Event's sister site,; access to the NBSE Facebook page, and an extensive media kit of media and marketing tools for use in the boutique's local market.

This year's event is supported by approximately $75,000 in national marketing support including press releases, web banners, newsletters, blasts, blogs, and targeted Facebook and Instagram ads that promote the member boutique.

Deadline to sign up: June 1.

Organizations supporting the event include Association of Wedding Gown Specialists, Atlanta Apparel Mart,, Bridal Guide, Inside Weddings, International Bridal Manufacturers Association (IBMA), National Bridal Market Chicago,, The Knot Couture Show, Vows Magazine and

For more information about how as a manufacturer or retailer you can participate in the event, contact NBSE at