Spring time is prom time

CEDAR RAPIDS — 'The weekends are a jungle,' said Dayna Harrington, owner of Elegant Repeats and Elegant Bridal in Cedar Rapids. 'We have 10 dressing rooms and almost all of them are packed' during the weekends and weekdays after school in the buildup to prom season.

Elegant Repeats is a discount new and used bridal outlet, tuxedo rental and consignment shop. Harrington said her business helps 'a few hundred' during the prom season, and up to 50 on Saturdays.

It's a rush that goes on for six months, Harrington said.

'These prom girls start coming in earlier and earlier every year,' noted Harrington, who has been with the company for 21 years and the owner for two. 'They are starting to buy them in December, so they know they can get a dress that is unique ...

The guys start coming in last minute — weeks before their proms in May.'

Elegant Repeats has a part-time employee for the weekends during this time of year, and are open on Sundays to help alleviate customer traffic.

'This year, we decided to be open on Sundays, 12 p.m. to 4 p.m., to try to accommodate for the weekends,' said Jessa Attere, owner of Brides By Jessa in Coralville.

Attere opened the business in December 2014, and she and her five employees are going through their second prom season.

'I can't even estimate' how many prom goers she seen, but said it is the ballpark of 50 to 100 a week.

Since opening the extra day, Attere said sales have approximately doubled this year compared to last. She also said the average cost of a prom dress is around $500.

According to Visa's annual prom study in 2015, American families spent $919 on proms. That price tag includes attire, grooming, tickets, limousine rentals, flowers, photographs, food and party accommodations.

'Girls used to never get their hair and nails professionally done, and with limos and flowers — and now they do,' Harrington added. 'It has just grown into its own entity ...

a big and glamorous one.'