A record number of people are selling wedding dresses online.
Sales for a dress at Dillard’s rose to a record $3.7 million on Thursday, a number that was up 17% from a year ago.
Dress sales at Victoria’s Secret rose to $2.3 million on Wednesday, the second-highest level since January 2016, according to the online retailer.
The number of sales for a diamond wedding dress jumped from 1,829 on Wednesday to 2,908, according a report by The Associated Press.
Dresses for other wedding trends also climbed.
The sales for chiffon dresses and boho dresses fell.
Dollar store sales of wedding dresses rose 16% from Wednesday to $1.4 million.
The highest level since December 2017.
Dry cleaners rose from a 12-year low of $738,000 on Wednesday.
The rise comes as Dillard, which has been battling an onslaught of new technology from competitors, has tried to keep pace with demand.
The chain said it is increasing prices by 10 cents per dress to $60 and increasing its minimum spend of $100.
Dillard’s sales of dresses fell 17% last year to $5.9 billion.
Dillard said it sold 1.9 million dresses in 2017, a drop from 2.4 a year earlier.
Diane and Harry Pritzker, the husband and wife owners of Dillards namesake retailer, are spending more time online to target consumers who want more than a basic dress.
Dressed in the dress, Diane Pritzkers told The Associated Times she had no regrets about spending the extra money.
The couple has been in the wedding business for more than two decades, and they were planning a wedding that would have cost between $50,000 and $65,000.
But Diane Pritzes experience with technology and online sales helped them sell the wedding dress for less than $100,000, they said.
Dorothy and Harry Sills of San Francisco said their experience buying dresses online helped them find buyers for their wedding, and the online sales help keep them in the market.
They said their website helps them keep track of buyers who have already bought dresses, and that the online marketplaces are a way for them to stay on top of what is selling and where the buyers are.
Dorna, which is owned by Wal-Mart, has been a leader in online sales.
It has grown from a modest network of 5,000 in 2000 to more than 15 million online today.
In the U.S., the sales of duchess gowns and bridesmaid dresses surged as more customers bought dresses online, according the Associated Press, with a record of about 3.1 million dresses sold in December.
The dresses have been a favorite of celebrities and celebrities’ personal stylists, with the bride wearing a gown from one of Dorna’s bridal collections.
The wedding dresses at Dornas flagship store, which opened in the 1980s, are also among the most popular items for sale online.
The sale of the dresses has jumped from $1,500 in the first quarter of this year to about $2,000 this year, according, according online retailer Zazzle.
In addition, the sales at D.C. store were up by about 50% year-over-year.
D.D. Horton, the owner of D. Horton bridal boutique, said her sales increased from $300,000 to $400,000 a year.