The commercial aspect of high school proms

In the world of prom, expectations can often be high, and so can the costs. From extravagant promposals to stylish formalwear, the glamour portrayed in TV shows and teen rom-coms can leave a significant price tag to match.

According to a survey conducted by Visa in 2015, the average U.S. family planned to spend $919 on prom. A considerable portion of this budget, $324, was allocated for the "promposal" – the creative and often costly method used by teens to ask each other to the dance. However, it remains unclear if spending habits have changed significantly since then.

One trend that has emerged in recent times is the use of rideshare apps for prom transportation, instead of traditional limo rentals. This shift in transportation preferences is just one example of how prom-related expenses in a local community can vary. Some teens may use funds from part-time jobs or side hustles, while others may rely on their parents for financial support, or a combination of both.

Amidst these financial barriers, local nonprofits like Operation Prom, Becca's Closet, and Cinderella's Gowns are stepping in to help. These organisations provide donated prom dresses to underprivileged students, aiming to promote inclusivity and confidence for all students. They typically collect dress donations from the community and distribute them via events or partner schools. Some engage volunteer tailors or dry cleaners who provide free alteration or cleaning services, ensuring the dresses are ready for prom.

The survey did not provide information on who pays for the promposal in the local community. However, businesses such as hair and nail salons, makeup artists, tailors, restaurants, photographers, and florists compete for the money of teens during prom season. It is possible that local dry cleaners or tailors provide pro bono services to these nonprofits.

As prom spending habits evolve, local retailers and service businesses are adapting. For instance, formalwear shops now use dress registries to avoid duplicate dresses at proms, as reported by the Wall Street Journal in 2015. Teens are also opting for services like Rent the Runway and Facebook groups for buying and swapping formalwear, providing more affordable options.

In the face of these changing trends, a local business profile on the origins and motivations of these nonprofit efforts could provide a welcome balance to stories focusing on heavy prom spending. These initiatives serve as a reminder that community support and inclusivity are key elements in making prom a memorable experience for all students, regardless of their financial circumstances.