A New York department store opened its doors to hundreds of excited brides-to-be in a chaotic tradition known as the Running of the Brides.
Cast members from the Broadway show Mamma Mia! were even on hand for the noisy event, which saw wedding dresses orginally worth thousands of dollars reduced to a few hundred.
Organisers at the Filene's Basement/SYMS event said dresses originally priced up to $10,000 were going for $249 to $699.
"It was crazy," said successful 'runner' Lauren Grace of Woodbridge, New Jersey, who grabbed a $3,000 dress, discounted to $499.
She said she and her shopping team, including her bridesmaid and maid of honour, had stayed overnight at a hotel then arrived at the shop at 4am and waited four hours before the doors were opened.
They had worked out a system in advance: Two of them ran in and grabbed a spot, three others hoarded dresses and they all carried yellow balloons so they could spot each other in the chaos.
Grace tried on dresses over her shorts and tank top. "I was a little more modest than some people, to say the least," she said. "Some people were down to their undergarments," right there in the aisles."