Sari Lindeman, sales manager at Bellagala, a full-service wedding boutique based in Minneapolis, said the company has eight weddings planned today, a "significant increase" in business compared to the corresponding Friday, July 15, last year.
"If they find the day they love and vendors are open to work with them, I think the Friday the 13th superstition goes out the window," Lindeman said.
Bellagala didn't offer deeper discounts on the three Friday the 13th dates this year compared to any other off-peak date.
One bride who chose Friday the 13th told Lindeman that she was leery at first out of concern about any superstitious guests. But in the end, she didn't allow it affect her final decision.
Bellgalla's staff isn't allowing superstition to affect its work either. Lindeman said the company is abuzz with the same excitement and energy as before any busy wedding weekend.
"As our profession, this is what we do day-in and day-out," she said. "It's not taken lightly because it's such an important day for our couples."