An Anniversary He'll Remember

June 19, 2007
Modern Jeweler

July 7, 2007 is shaping up to be the most popular wedding day in history.

Couples across the country are hoping that the triple-seven date will prove as lucky for love as it is on a slot machine. Of course, Las Vegas, already a mecca for weddings, is playing up the lucky-number date. Many casinos have 77 weddings scheduled for the day, about three times as many as usual. Wedding planners, halls, and other wedding specialists started receiving 7-7-07 bookings in 2005.

The Knot, which tracks wedding dates of its members, has recorded 38,000 weddings scheduled for that day, compared to an average of 12,000. The fact that the date is a Saturday makes it even more popular than other memorable dates or holidays like Valentine’s Day. Some retailers have created promotions for this special day (Wal-Mart is offering a all-expenses paid wedding in one of its garden centers, one of those prizes you would always regret accepting: maybe not now but soon and for the rest of your life.) Any contest with a drawing on 7-7-07 will get extra attention and publicity.

Speaking of luck, 7-7-07 may not be the most popular wedding day in history for very long. Next year, 8-8-08 is tremendously lucky too, particularly in Chinese culture. (License plates with triple-eights sell for big bucks in Hong Kong.)