The number seven has been linked with mysticism, mythology and luck across multiples cultures and civilizations since the earliest recorded history of mankind. This calendar year will see the magic number roll into triplicate for the first time in a century, and the big business of modern weddings has kicked into high gear as a result. Whether you’re in it for the luck or the loot, July 7th 2007 will be a day which is long remembered by all.

When it comes to love and matrimony the number seven is especially important symbolically. It traditionally represents the union of man and woman, since the number associated with women is 4 and the number for men is 3. Regardless of specific religion or gender, however, the optimistic notion of the date being one of good fortune is universal. Divorce rates are at an all time high and happy, hopeful couples are looking for all the help they can get.

It stands to reason that the most popular wedding date in history will also be remembered as the most hectic, crowded and profitable – and the industry is bracing itself. Wedding planners, florists and limo purveyors around the country – nay, the world - are scrambling to meet the staggering demand for their services on 7/7/07. The nuptial business day to measure all others arrives on a Saturday that is being called by those in the industry the most marked uptick in neo-nuptials, ever.

In addition to the charmed numeral, the date falls on a weekend and during a very popular month for weddings - creating a perfect storm of love-fueled vow-taking. According to Kathleen Murray, deputy editor of TheKnot.com, “Not even Dec. 31, 1999, the eve of Y2K, has come close”. Thousands of couples will share the day, and as of mid-June more than 39,000 brides have listed July 7 as their wedding date –  more than three times the regular average of 12,000 for a typical Saturday in July.

Many brides are making their own luck with a sevens theme throughout their ceremonies. Requested facets of fortune have included utilizing seven bridesmaids, seating seven people at a table and even choosing a 7&7 as the signature cocktail at the reception. Couples are plastering the triple sevens on everything that isn’t nailed down – and a lot that is - before, during, and after the ceremonies. The 7/7/07 brand has been ordered on , table tents, invite cards and thank you notes.

The demand for function-related real estate has been understandably astronomical. Las Vegas casinos were among the first venues to get wind of the massive requirements. The Mandalay Bay Casino, for example, bet big that many would want to get hitched on that date so they put together a special package including a ceremony with an officiate on Mandalay Bay Beach, flowered leis for the couple, a 5²x7² photo of the ceremony, a champagne toast, and a “7/7/07² souvenir gift bag. Nothing is sacred when the almighty dollar is involved!

There is no rest for the wicked – or their polar opposites, for that matter. According to one Chicago-area minister, the Church will be working overtime on the triple sevens. "I had five times the number of requests for that day and had to turn a lot of people away." Best wishes and many happy returns to all the couples lining up to make this July 7th their special wedding day. With any luck, it will be both the first and most difficult day of your new lives together – but who are we kidding?