MILWAUKEE - Are you superstitious? Do you believe in luck? Many couples do, and that's why they're getting married on July 7. That would be the 7th day of the 7th month of 2007... or 07/07 of '07.

Many brides say they view it as a lucky day, and almost everything having to do with wedding services is already booked.

Brides do a lot of things for luck on their wedding day - something borrowed, something blue - and picking a lucky day to tie the knot doesn't hurt.

Bridal shops, of course, are busy.

"We've sold many destination bridal gowns for that date," said Eva's Bridal Center owner Beth Stone. "A lot of Vegas weddings for the lucky 7's."

Bride Dayna Schmitt's reason for picking that day is maybe more practical. Schmitt said, "July 7th came up because I figured my fiance would never forget the day."

A lot of people will be making memories on that day.

James Kasper of Saz's Catering said "7, 7 of '07 is a booked-solid day with us when it comes to catering." They are now turning people away. "It's a day we didn't really know what was going on 7-7-7, and then talking with you and looking back on it, it all makes sense."

For thousands of brides, counting on lucky 7's makes perfect sense.