Homecoming Dress Sales Trends: 2017 vs 2020

Pulse of Homecoming

Solid-Color Dresses and A-Line Styles For Under $100 Prevail for Year-Over-Year 2020 and 2017 Online Homecoming Sales Trends

New York, NY, October 9, 2020 --

With the homecoming dress buying season in full swing, Occasion Brands, LLC, releases Pulse of Homecoming to explore the year-over-year (YOY) 2020 and 2017 trends for online homecoming dress sales across the United States. With 90% of total sales under $200 for both 2017 and 2020, it’s clear that affordability is a key driver for consumer purchases of homecoming dresses. The Midwest region lead for total sales both years. While there are some variations in fabric and features, the top ten styles of homecoming dresses sold nationwide in both years are high-neck or v-neck short a-line dresses in solid colors.

Affordability is Key Sales Driver for Homecoming Dresses

While 90% of the total sales are under $200 for 2017 and 2020, the price point with the largest percent of sales is between $50 and $99. In both 2017 and 2020, 47% of the total sales fell within this price range. With more than half of the total homecoming dress sales under $100 in both 2017 (59%) and 2020 (55%), affordability continues to drive consumer purchases.

Midwest Leads for Homecoming Dress Purchases

By region, the Midwest continues to hold sway with the highest percentage of sales. In 2017, 46% of total sales came from the Midwest, and even with a slight drop of 1% for 2020, the Midwest at 45% is still the top region for homecoming dress purchases. With the second highest percentage of total sales for both years, the South region represented 29% in 2017 and increased to 30% in 2020. While in 2017 the West region at 13% just slightly edged out the Northeast at 12% for total sales, they currently both firmly hold third place with 13% each in 2020.

Solid-Colored Short A-Line Homecoming Dresses Dominate in 2017 and 2020

In 2020, the top ten styles sold nationwide were all solid-colored short a-line styles with either a v-neckline or high neckline. This was also true for the top 2017 styles. While burgundy red was the standout color in 2017, it still remains as one of the top three popular colors in 2020. Navy blue is slightly in the lead over burgundy red for 2020, and mauve is a close third. Chiffon and lace have been popular fabrics among the top styles for both years; however, in 2020, satin and tulle are featured on 8 out of the 10 top styles. While two-piece and mock-two-piece styles made an appearance in 2017, this trend did not carry over into 2020. Although pockets were not a feature seen in the top 2017 styles, they are present in some of the top 2020 styles. Even with some variation in the favored features and shades each year, consumers have shown a clear preference in 2017 and 2020 for short a-line dresses in solid colors at affordable price points.

The Data

The data for these homecoming sales trends represents online orders placed in 2017 and 2020 between August 15th and October 1st, across the United States at Occasion Brands, LLC, a leading national online dress retailer. Customers self report their online purchases as homecoming dresses upon placing their orders.

About Occasion Brands, LLC

PromGirl, founded in 1998, has sold over 2 million dresses online and is the largest online retailer of prom, homecoming, and other special-occasion dresses. It offers an unparalleled selection of high-quality, in-stock dresses at all price points. Through the website, mobile and social platforms, PromGirl’s reach is global, delivering “dream dresses” to more than 140 international destinations. As part of the Occasion Brands portfolio, PromGirl supports the Occasion Brands mission to be the premier retailer in the special-occasion dress market by providing a world-class shopping experience and maintaining customer trust through an understanding of their needs as they experience some of the most important moments in their lives. Occasion Brands’ staff is based in New York City and Middletown, Delaware, and its state-of-the-art facility in New Jersey houses hundreds of thousands of dresses for PromGirl and its sister brands, Simply Dresses and Kleinfeld Bridal Party. In 2020, Occasion Brands expanded its reach by opening a PromGirl pop-up store in New Jersey, a Simply Dresses pop-up store in New York City, and a Kleinfeld Bridal Party Showroom located on the upper level of the Kleinfeld Bridal store.