The day of the sale, brides-to-be and their helpers line up early. When the doors open, they run full speed towards the racks. In less than 60 seconds, the racks are stripped bare (store employees have to hold on to the fixtures so they don’t topple). The women grab whatever gowns they can, haul them off to a corner, strip down to their underwear and start trying on dresses. Minutes later the trading begins. Every dress, no matter what size, style or color, gets bartered for another, as each bride tries to find the gown of her dreams at a cut-rate price.