This year, 7/7/07 provides a unique opportunity for superstition and marketing to come together: starry-eyed couples are tying the knot , casinos are over-booked and Live Earth concerts as well as the proclamation of the world's seven new wonders take place that day.
"Number 7 has a magic sacred side and the reputation of bringing luck," said numerologist Jean-Daniel Fermier. So several sevens could bring an extra dose of good fortune.
"Number 7 is the union of 4, symbol of matter, and of 3, symbol of the spirit," said Fermier, author of a French guide to numerology.
"A priori, July 7, 2007 is a good date for a wedding. The marriage may stand a better chance of success, though of course the date is no guarantee."
Among the crowds of lovers in line to wed that day is celebrity couple Eva Longoria ("Desperate Housewives") and French basketball hero Tony Parker of the San Antonio Spurs -- said to be superstitious.
Parker said in Paris this week that it was Longoria who chose the setting for their July 7 marriage -- the grandiose chateau of Vaux-le-Vicomte outside Paris. "Personally I don't care (where we get married). I've been talking about it every day for the last seven months. It's a girl's day," he said.
But back in March already, a member of a US wedding planning site told AFP that more than 30,000 weddings were planned for July 7, when in ordinary years only 12,000 couples would choose a Saturday in July for their marriage.
"This is the biggest day I've seen in recent years," said Kathleen Murray, deputy editor of theknot.com.
But David's Bridal, the largest US retailer of wedding gowns, says it alone will deliver a record 20,000 gowns for brides for July 7 weddings.
That figure is double the peak figure in a normal year, and the company estimates some 65,000 - 70,000 weddings across the country on July 7.
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