Wedding planners say July 7th - or 7/7/07 - as the date appears in print, has become the most popular day in years to get married.
From vaunted Napa Valley wineries to vistas along Lake Tahoe, California couples have booked up thousands of churches and reception sites hoping to begin wedded bliss on the lucky date.
"It's the most popular date - ever," said Tonya Simmons, wedding specialist with Boomtown Casino Hotel on the outskirts of Reno, where lining up sevens more often means winning a slot-machine jackpot.
Richard Markel, head of the 800-member Association for Wedding Professionals International, said group members first began noticing extra interest in the novelty date last year.
A popular Sacramento wedding location, the Arden Hills Resort Club and Spa, had three openings for weddings on the day - all have been booked, said sales director Rick Francis.
"I guess more people are getting into numerology," Markel said, adding that July 7th will not be lucky for bargain hunters. The increased demand will drive up costs for everything from caterers to florists, he said.
Arlene Hixson and her fiance, Tony Goligowski, booked the date at Boomtown almost two years in advance. The first Saturday in July, Hixson figures, has another benefit for her fiance.
"I figured, that way, he can't forget it," she said.