Wedding Dress Shopping Guide: What to Expect and How to Prepare

From first appointment to final fitting—your calm, practical guide to finding "the one"

Let me paint you a picture: You've seen it on telly—Say Yes to the Dress, Don't Tell the Bride—where brides-to-be step into bridal boutiques, try on a few frocks, shed a tear, and boom: wedding dress sorted. Champagne all round.

The reality? It's a bit more involved than that (and there's usually a lot less champagne). But here's the good news: with the right preparation and realistic expectations, dress shopping can be one of the most exciting parts of wedding planning—not the stress-fest you've been warned about.

After years of watching brides navigate boutiques, bridal shops, and department stores across the UK, I've learned what actually helps. So let's walk through this together—from booking your first appointment to collecting your dress on the big day.

When Should You Start Looking?

The golden timeline: 9-12 months before your wedding.

Here's why:

• Ordering: Most bridal shops order dresses to your measurements, which takes 4-6 months (sometimes longer for designer gowns or imported styles)

• Alterations: You'll need 2-3 fittings over 2-3 months

• Breathing room: Life happens—delays, changes, weight fluctuations

This fits perfectly with your overall wedding planning timeline—if you're following the month-by-month approach I outline in The Calm Bride's Blueprint, dress shopping typically happens around the 9-10 month mark, after you've locked in your venue and have a clear vision of your day's vibe.

Can you do it faster? Absolutely. Some boutiques have sample sales or off-the-peg options. High street brands like ASOS, Monsoon, and Phase Eight can turn things around in weeks. But if you're going the traditional bridal boutique route, give yourself time.

Too early? If you're shopping 18+ months out, your body might change, trends might shift, and you might fall out of love with your choice. Unless you've found THE dress and can't risk losing it, wait a bit.

Setting Your Budget (The Honest Bit)

Let's talk numbers. According to Hitched, the average UK bride spends around £1,300-£1,500 on their wedding dress. But—and this is important—that's just the dress.

What the "dress budget" actually includes:

• The dress itself: £500-£3,000+ (depending on designer and boutique)

• Alterations: £100-£400 (hemming, taking in, adding bustle, etc.)

• Undergarments: £50-£150 (proper bra, shapewear, pants that don't show lines)

• Veil or headpiece: £50-£300

• Accessories: £50-£200 (jewellery, shoes, belt/sash)

• Dress preservation/cleaning: £100-£200 (after the wedding)

This is where your overall wedding budget from Chapter 2 of The Calm Bride's Blueprint really comes into play. Remember that 70/20/10 rule? Your outfit falls into that core 70%—but make sure you're accounting for all the dress-related costs, not just the price tag in the boutique.

💷 Budget tip: Before you book appointments, decide your absolute maximum—including alterations. Boutiques will show you dresses at the top of your range (and sometimes slightly over), so be firm.

Where to Shop for Different Budgets:

Under £500:ASOS Bridal, Monsoon, Phase Eight, Coast, Chi Chi London, sample sales, pre-loved (Still White, Oxfam Bridal)

£500-£1,500:David's Bridal, Wed2B, Berketex Bride, local independent boutiques, White Rose Bridal

£1,500-£3,000:Designer boutiques, Pronovias, Maggie Sottero, Justin Alexander, Stella York

£3,000+:High-end designers (Jenny Packham, Halfpenny London, Temperley, Vera Wang), bespoke tailoring

Booking Your Appointments

How many appointments should you book?

Start with 2-4 boutiques. More than that and you'll suffer decision fatigue (it's real, and it's exhausting).

What to know before you book:

• Most bridal boutiques require appointments—you can't just walk in

• Appointments typically last 60-90 minutes

• You'll usually try 5-8 dresses per appointment

• Saturdays book up months in advance—consider weekday appointments for more relaxed service

• Some shops charge for appointments (usually £30-£50, often redeemable against your dress purchase)

What to tell them when booking:

• Your wedding date

• Your budget (be honest!)

• Your venue type (church, barn, beach, hotel)

• Your wedding vibe (formal, relaxed, bohemian, classic)

• Any specific styles you love or hate

This is where all that work you did in Chapter 1 of The Calm Bride's Blueprint pays off—remember those "Big Three" questions about how you want your wedding to feel? That mood board you created? Bring that energy to your dress appointments. If you've identified that you want a "relaxed, intimate, cosy" vibe, you're probably not looking for a dramatic cathedral-length train and full ballgown skirt.

Who Should You Bring?

This is a big one. Every bride on telly brings an entourage of eight, all with opinions. Don't do that.

The ideal number: 1-3 people maximum.

Bring people who:

• Know your style and personality

• Will be honest but kind

• Support your choices

• Won't make it about them

• Can keep a secret (if you want the dress to be a surprise)

Classic choices:

• Mum or mum-in-law

• Sister or best friend

• Maid of honour

• Partner (some couples shop together!)

Don't bring:

• Someone with very strong opinions that clash with yours

• Someone who'll cry at everything (one crier is sweet; three is overwhelming)

• Your entire bridal party (too many voices = confusion)

• Anyone who makes you feel judged or pressured

💡 Pro move: Tell your entourage beforehand—"I need you to be honest, but I'm making the final call. Please respect that."

What to Wear to Your Appointment

This isn't the time for your comfiest trackies (though I understand the temptation).

What to wear:

✅ Nude or skin-tone underwear (you'll be trying dresses on over it)

✅ Strapless or convertible bra (or go braless if comfortable)

✅ Shoes with a similar heel height to what you imagine wearing

✅ Hair up or easily tied back (so you can see the dress neckline properly)

✅ Minimal jewellery

✅ Light makeup (you'll want to see how you look, but no need for full glam)

❌ Avoid:

• Tight clothes that are hard to get in and out of

• Dark or coloured underwear that shows through white fabric

• Fake tan the day before (it can transfer onto sample gowns)

• Heavy perfume (some boutiques are strict about this)

What to Expect During Your Appointment

You'll arrive, be greeted by a bridal consultant, and then...

The process:

1. The chat: They'll ask about your wedding, your style, your budget. Be honest—they're not judging, they're helping.

2. The selection: Based on your chat, they'll pull dresses for you to try. They might throw in a wildcard ("Just trust me on this one!").

3. The trying-on: You'll go into a fitting room or private area. Most boutiques help you into the dresses (yes, even the fastenings—it's their job).

4. The reveal: You'll step out onto a little podium, usually in front of mirrors. Your entourage will react. You'll turn, swish, and assess.

5. The styling: Consultants might add a belt, clip the dress to fit better, add a veil to help you visualise.

6. The photos: Take photos! But check the boutique's policy—some don't allow photos of certain designers.

What they won't tell you on the telly:

• Sample sizes are usually 10-14—they'll clip dresses to fit, so don't stress if you can't zip it up

• Boutique mirrors are very flattering (good lighting, strategic angles)

• You might not cry—and that's totally fine! Not everyone has an emotional moment

• The "yes" feeling might be subtle—not fireworks, just a quiet "this is right"

Styles and Terminology (So You Sound Like You Know What You're Talking About)

Dress Silhouettes:

• A-Line: Fitted bodice, skirt gradually flares (flatters most body types)

• Ballgown: Fitted bodice, full dramatic skirt (classic princess)

• Mermaid/Fishtail: Fitted to knee or mid-thigh, then flares (curve-hugging, very glam)

• Sheath/Column: Straight up and down, skims the body (simple, elegant)

• Empire: High waistline just under bust (great for pregnancy or comfort)

• Tea-Length: Hemline hits mid-calf (vintage vibes, great for casual weddings)

Necklines:

• Sweetheart: Curved, heart-shaped (romantic, shows décolletage)

• V-Neck: Elongates the neck and torso

• Strapless: No straps or sleeves (very popular, needs good support)

• Halter: Strap around neck (elegant, shows shoulders)

• Off-the-Shoulder: Sleeves sit below shoulders (soft, romantic)

• Illusion: Sheer fabric with lace or embellishment (modest but detailed)

Fabrics:

• Satin: Smooth, glossy, structured

• Chiffon: Lightweight, flowy, soft

• Lace: Textured, romantic, can be vintage or modern

• Tulle: Netting, often used for volume in skirts

• Organza: Crisp, structured, holds shape well

💡 Don't worry if you don't know all this! Your consultant will guide you. Just point at pictures and say "I like this vibe."

The Big Question: How Do You Know It's "The One"?

Everyone asks this. Here's the truth: there's no universal sign.

Some brides feel:

• An emotional wave ("I could cry")

• Quiet certainty ("This just feels right")

• Excitement to show their partner

• Like they can stop looking

Some brides don't feel fireworks—and that's okay too.

Ask yourself:

• Can I see myself walking down the aisle in this?

• Do I feel like me—just the best version?

• Am I comfortable? Can I move, breathe, sit?

• Does this fit my venue, my vibe, my budget?

If yes? That might be your dress.

Don't wait for perfection. Wedding dresses rarely feel 100% perfect on the hanger, in a sample size, with no alterations. Trust the vision.

Saying Yes: What Happens Next?

Once you've found your dress, here's the process:

1. Order and Pay Deposit

• You'll place an order in your size (based on measurements they take)

• Deposit is usually 50% (sometimes 60%)

• You'll get paperwork: order form, terms, expected delivery date

2. Wait Time

• 4-6 months is standard

• Designer or imported dresses can take longer

• They'll contact you when it arrives

3. First Fitting

• About 6-8 weeks before your wedding

• The dress arrives in your size, but it likely won't fit perfectly yet

• The seamstress will pin alterations (hem, take in, adjust straps, add bustle)

4. Second Fitting

• 2-4 weeks later

• Try on with alterations done

• Final tweaks made if needed

5. Final Fitting

• 1-2 weeks before the wedding

• Everything should be perfect

• Bring your shoes, underwear, and any accessories

• Practice bustling the train (if you have one)

6. Collection

• Usually a few days before or the week of your wedding

• Try it on one last time

• Take it home in a proper dress bag

• Keep it hanging (not folded!)

💷 Payment: Most boutiques want the balance paid before your first fitting or before final collection. Budget accordingly!

💡 Timeline tip: Your final fitting should happen in that crucial last-week window I discuss in Chapter 8 of The Calm Bride's Blueprint—ideally about 1-2 weeks before the big day, after your final beauty appointments but with enough time to make any emergency tweaks if needed.

Alterations: What's Normal and What Costs Extra

Most dresses need some alteration. It's not a sign you picked the wrong size—it's just how bridal works.

Standard alterations (often included or reasonably priced):

• Hemming (shortening the length)

• Taking in at the waist or bust

• Adjusting straps

Alterations that cost more:

• Adding sleeves or straps

• Changing the neckline

• Adding a corset back or buttons

• Shortening a train

• Adding lining or structure

• Beading or lace additions

💡 Tip: Ask about alteration costs before you say yes to the dress. Some boutiques include basic alterations; others charge separately.

Red Flags to Watch For

Most bridal boutiques are lovely, but occasionally...

🚩 Walk away if:

• They pressure you to order today

• They refuse to give you clear pricing

• Reviews mention dresses not arriving on time

• They don't take proper measurements

• The contract terms are vague or unfair

• They won't let you take photos (small designers might not allow specific photos, but banning all photos is odd)

• Staff are rude or dismissive

(Want to know more about spotting vendor red flags and asking the right questions? I cover this in-depth in Chapter 6 of The Calm Bride's Blueprint—essential reading before you hand over any deposits!)

Shopping Second-Hand or Sample Sales

This can save you serious money—but know what you're getting into.

Pros:

• Huge savings (50-90% off retail)

• Take it home the same day

• Eco-friendly option

Cons:

• Limited sizes and styles

• Usually no returns or exchanges

• May need more alterations

• Sample dresses can be tried on dozens of times (check condition!)

Where to look:

• Still White (pre-loved designer dresses)

• Oxfam Bridal (high street and designer)

• Wed2B and Berketex sample sales

• Designer sample sales (follow brands on Instagram for dates)

• Facebook Marketplace and local groups

💡 If buying second-hand: Factor in professional cleaning (£100-£150) and potential alterations.

Final Tips for Stress-Free Dress Shopping

✅ Trust your gut, not the entourage—you know your style best

✅ Don't shop when you're starving or tired—you won't feel your best

✅ Be open to surprises—the dress you thought you'd hate might be the one

✅ Take photos—you'll forget details between appointments

✅ Ask about the full cost upfront—dress + alterations + veil

✅ Read the fine print before signing anything

✅ Be kind to yourself—sample sizes don't reflect real life

✅ Remember why you're doing this—it's about marrying your person, not the dress

Your Dress Shopping Checklist

Before you book:

☐ Set your total dress budget (including alterations and accessories)

☐ Decide who you're bringing (max 2-3 people)

☐ Research boutiques and read reviews

☐ Save inspiration photos (Pinterest, Instagram)

☐ Book 2-4 appointments

For your appointment:

☐ Wear nude underwear and appropriate shoes

☐ Tie hair back

☐ Bring an open mind

☐ Take photos (if allowed)

☐ Ask about alterations, delivery time, and payment terms

After saying yes:

☐ Read your contract carefully

☐ Pay deposit and get receipt

☐ Mark fitting dates in your calendar

☐ Budget for alterations and accessories

☐ Keep all paperwork safe

The Bottom Line

Wedding dress shopping should be fun. Yes, there's some logistics and budgeting to navigate, but at its heart, this is about finding something that makes you feel beautiful, confident, and like you.

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Don't let the pressure of perfection steal your joy. You're not looking for the dress that will photograph best or impress your mother-in-law. You're looking for the dress that makes you excited to marry your favourite person.

So take a breath. Book those appointments. Bring your favourite people. And remember: the dress is just the gorgeous wrapping—you're the gift.

Need help planning the rest of your wedding without the stress? Grab your copy of The Calm Bride's Blueprint for practical, no-nonsense advice on everything from budgeting to finding the right vendors—all with a side of calm and a big dose of reality.

What's your biggest dress shopping worry—or have you already found yours? Drop a comment below! I'd love to hear your story.