MISSOULA, Mont. - It could be the luckiest day in the unluckiest year of the century, but that hasn't translated to added business for the local wedding industry. November 12, 2013, or 11/12/13, is the second to last sequential date. Next year's sequential date, 12/13/14, will be the last until January 2, 2103.
Sequential dates are popular for events like weddings because they're easy to remember and also considered lucky. Many couples across the nation were married at 9:10 a.m. to produce a 9-10-11-12-13 combination -- trying to increase their luck.
In Missoula, today provided little luck for the wedding industry. Courthouse records show only four couples were married. Downtown boutique Beautiful Weddings Bridal had no weddings to assist, much to the surprise of management. On the last sequential date, 10/11/12, 10 customers had weddings scheduled.
It isn't limited to catchy dates either. Numbers are down for Beautiful Weddings overall, projected to be around 200 fewer dresses sold than last year. The sales of the distributors that supply those dresses are down as well. There are simply fewer customers.
Research from these distributors suggest that the culprit is the final number in this year's sequential date -- 13. The number 13 has long been considered unlucky, and it may be influencing brides to skip getting married this year.
In Missoula at least, the data may support the idea.