You’ve no doubt dreamed of your wedding day, and of course, your wedding dress since you were little. So now that the time has come to start preparing for your big day, it’s time to find the dress of your dreams.

But the trouble with wedding dress shopping in London is it can be challenging to find an affordable bridal shop. London is one of the best cities when it comes to variety — you’ll find bridal boutiques offering wedding dresses of all colours, shapes, sizes and styles. But finding a bridal shop with attractive price tags can be more of a challenge.

We know that when planning a wedding, most brides have a budget to stick to, but your budget doesn’t have to stand in the way of your dream dress. Here’s how you can find affordable bridal shops in London with beautiful selections of wedding gowns.

Timing Is Everything: Seek out Annual Wedding Dress Sales

Before you go in search of affordable bridal boutiques, it’s worth checking to see if any wedding dress shops have a sale on. Bridal shops will often offer discounts during the big annual sales, such as Black Friday, Cyber Monday and the January sales. Some boutiques will also discount their wedding dresses at the end of a season to make way for more stock. During these sales, even designer bridal shops offer attractive price tags.

If you have a fair amount of time before your big day, it’s worth planning around these sales if you’re hoping to bag a bargain. You could shop for seasonal wedding dresses at the end of the season the year before your big day. New bridal gown designs are usually released in October and April, so you could save money by wedding dress shopping just before bridal shops swap their stock for the latest designs.

Explore Sample Wedding Dress Sales in London

One of the best ways to find an affordable wedding gown is at sample wedding dress sales. You’ll find stores — like Belle Bridal — that specialise in sample wedding dresses, offering you the most beautiful dresses for a fraction of their usual retail price.

Sample wedding dresses are gowns that are still as good as new, but they may have been tried on by brides-to-be or used in a marketing campaign. Bridal shops offer these gowns with huge discounts — you could save up to 70% off the RRP. And some bridal shops will also include excess stock or dresses from the previous season in their sample sales to make room for new stock.

You can often find sample wedding dresses by established designers such as Maggie Sottero, Enzoani, and Justin Alexander. So if you’ve dreamt of walking down the aisle in a designer masterpiece, sample wedding dress sales can make this fantasy a reality, without breaking the bank.

While these dresses may have been worn before, they’re still high-quality gowns, and they won’t have been altered in any way. In fact, most sample wedding dresses feel brand new, and will never have even left the bridal shop.

Unlike with annual sales, you can find bridal shops that offer sample wedding dresses all year round. So whether you have weeks or months until your big day, you can find a bargain wedding dress in time for your special ceremony.

Belle Bridal is an affordable bridal shop in London. We offer designer sample wedding dresses in London all year round, so we can help you find the perfect dress to suit your budget. Contact us today to book a private appointment and browse our stunning collection.