Who Buys Prom Dresses -

: Interestingly, research has consistently shown that families in lower income brackets often spend more on prom in absolute dollars than wealthier families. For example, some families with household incomes under $25,000 have been found to spend roughly 6% of their annual income on the event.

: Spending habits differ by geography. In the U.S., Northeastern families typically spend the most on the overall event, while families in the Midwest may spend less overall but often prioritize high spending on the dress itself.

As new dress costs have risen nearly 10% in the last year, a new wave of buyers is turning to the resale market.