As the white wedding became an event every bride aspired to, many needed advice on the appropriate arrangements. Women's magazines like Godey's Ladies Book and Harper's Bazaar, as well as general etiquette books, had included counseling on clothing and writing invitations since the middle of the 19th century. Brides and their families applied as much of this guidance as they could afford to their wedding. This guidance added glamour and style to a basically homemade event, with the food and cake cooked by a family member and the dress often sewn by the mother or the bride herself.
By the 1920s many businesses recognized brides as a huge potential customer base and began to market directly to them. The first issue of The Bride's Magazine appeared in the fall of 1934, entitled "So You're Going to Be Married." The next year Carson, Pirie, Scott & Company in Chicago became the first in a series of department stores to feature bridal salons. These departments would provide the essential gown, and could also assist with ordering flowers, choosing bridesmaids' dresses, and hiring photographers.
In Sioux Falls in May of 1937 the Argus Leader newspaper featured a two-page spread of advertisements "For Brides" including photographers, furniture stores, jewelers, appliance stores, and even banks. By June of 1947 the local Penny's department store advertised a "Bridal Room." Other department stores, including Shriver's and Fantles, also advertised off-the-rack dresses for brides and bridesmaids, while smaller boutiques like Louise Dixon's continued to provide custom creations. A store dedicated exclusively to bridal wear didn't appear in the Sioux Falls directory until 1960, when Dee's Bridal Shop was advertised.
