Concord does prom in public. On the night of the Concord High prom, Main Street lays down a red carpet, students in gowns and tuxedos walk past applauding onlookers, and the class gathers on the State House steps for a group photo, as the Concord Monitor's 2024 coverage showed. A Day to Remember works out of North Main Street, part of that same downtown stretch, so the shop sits on the street where those gowns get their first public walk.
The shop has been part of downtown long enough that it no longer has to introduce itself. Its hours page says the business has been operating for over 70 years, which puts it in Concord since at least 1956. The name and the homepage lean bridal, with wedding gowns, bridesmaids, mothers' dresses and tuxedo rentals all under the same sign, but prom gets its own rules here and its own designer section on the website.
Prom runs on different rules at North Main
Prom shoppers do not need an appointment. That note sits in the footer of every page of the shop's website, and it is the clearest line between prom and the rest of the business. Brides, bridesmaid parties, tuxedo parties and mothers are asked to request a time through the website or by phone; a student looking for a prom dress can simply come in while the shop is open.
The store's prom tips page adds advice that saves a lot of standing around, starting with the calendar: on weekends you should expect to wait your turn for a dressing room.
From the prom tips page
- Shop Monday through Friday if you can. Weekdays are calmer, and associates have more time for each customer.
- Treat every sample as if you already owned it.
- Wear proper undergarments.
- Come prepared to buy.
Nobody needs to explain the shop's standing in town to a Concord family, but the hours page puts it in a single line anyway.
Our store has been in business for over 70 years, and remains an institution for Downtown Concord.
The shop also takes prom shopping seriously as a consumer issue. Its prom tips warn about online sites that use designers' photos without permission, and the news section links to NBC News coverage of online prom scams. Buying from an authorized retailer, the shop points out, means the gown is authentic, has passed the store's own quality check, and was available to try on before anyone paid for it.
The 2026 prom labels and what they cost
The website lists seven prom collections under its 2026 heading, and the in-stock listings give a fair picture of the price range on the floor.
- Dave & Johnny, the deepest section in stock, at roughly $298 to $450
- Clarisse and Clarisse Couture, from about $299 to $526
- Faviana, including the Faviana Curves line, from about $358 to $650
- Jovani and JVN by Jovani, with in-stock Jovani styles from about $440 to $649
- Colors Dress, from about $312 to $409
The website shows every gown the shop's designers produce, not only what is hanging downtown. The store carries a selection from each line, and if a student has her heart set on a style that is not in the building, the prom tips say the shop will gladly order it. A filter for in-store stock narrows the website to what can actually be tried on, which is the best homework before a drive in from Pembroke or Hopkinton.
Sales are final under the shop's terms. If a gown arrives defective, the store works with the manufacturer on a replacement. Alterations are not done in-house; the alterations page points customers to several professional seamstresses in downtown Concord and the Manchester area.
Getting downtown, and the schools that shop here
The store's directions are simple.
Exit 14I-93
Into downtown, then the Storr Street garage or the Durgin garage on Warren Street, with metered spaces on the street. The shop notes that the garages are free on weekends.
New Hampshire charges no sales tax, so the tag price is what you pay, which is part of why families from over the Massachusetts line make the trip up I-93.
Closer to home, the draw is the whole Merrimack County ring around the capital. Concord High is the neighbor, and Bishop Brady is in the city as well. Merrimack Valley High in Penacook, Bow High, Pembroke Academy and Hopkinton High fill out the surrounding towns, and students from Franklin and Tilton head down I-93 to shop prom in the capital of central New Hampshire. For dates, the shop rents tuxedos and suits through Smart Formalwear and keeps a tuxedo measurement form on its website.
Prom questions Concord families bring to the counter
Does the shop alter prom dresses?
Alterations happen outside the shop. The store refers customers to several professional seamstresses in downtown Concord and the Manchester area, so plan the hem and any fitting work as a separate stop with its own timeline.
What if the style I want is not in the store?
The shop stocks a variety of styles from each prom designer and will order a gown it does not have on the floor. Use the in-store stock filter on the website first, then bring the style number with you.
Is tuxedo rental handled here too?
Yes. Tuxedos and suits are rented through Smart Formalwear, and a measurement form on the website lets a date send sizes ahead of time.