Bridal mayhem at Boston dress sale
16 March 2011 Last updated at 00:32 GMT
In 1947, US discount clothing store Filene's Basement started running a once-yearly wedding dress sale for brides in need of a bargain.
The Boston event still takes place annually - but has become a little more cut-throat as the years have gone on.
Thousands of dresses fill a convention centre in the city, all on sale at marked-down prices. The brides come prepared - and they come in packs.
BBC News joined the early-morning queue at this year's sale, now referred to as "The Running of the Brides".