Debenhams has revealed that teenagers across the country won’t be attending school discos over the coming weeks but instead dancing at American style school proms.
The phenomenon is so prevalent that in some areas nine out of ten secondary schools will be hosting the events, sending sales of prom style dresses soaring and creating a new sales peak second only to Christmas says the store.
Unlike the school disco, the prom is a much more formal affair with evening wear and black tie being the required dress code. Since the start of the ‘season’ Debenhams has seen a 57% rise in sales of occasion handbags and a whopping 1,322% sales increase on false eyelashes.
Party shoes have also sold faster than ever with ten styles selling out ahead of expectation.
The trend has been sparked by hit US TV shows such as ‘Glee’ and ‘Super Sweet 16’ and seems to be growing each year.
However, the move away from the disco has spawned another phenomenon – the Promzilla, a teenage girl who is keen to outdo her friends, according to Debenhams research.
Promzillas are so eager to be the bell of the ball that through ‘pester power’ they encourage their parents to spend nearly £600 on attending the prom, with limo hire, false tan, expensive haircuts and corsages sending costs soaring.
As a result Debenhams has briefed sales staff and personal shoppers to encourage parents not to feel they need to splurge large amounts on what is an end of term party and with prom dresses at Debenhams starting from just £60 they don’t have to.