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It’s an American tradition that may seem a little outdated: the prom. At the end of high school, the students meet for a party in costumes and princess dresses. Parents are ready to spend fortunes, at the cost of sacrifices, so that their child spends a dream evening.
They are 17 and 18, have just graduated from high school, and attend one of the most important parties in the United States: the prom. For a small group of friends, it’s a moment not to be missed for anything in the world. “It’s 12 years of our life coming to an end. So it’s a way to celebrate and have fun”, comments one of them. To celebrate the students, the school recreated a casino in the main room and provided a DJ, gifts and a candy bar. The party is funded by the establishment, and tickets sell for $35.
A market for hundreds of companies
“We put pressure on ourselves to make it as grand as possible”entrusts Bonita Ellison, parent and member of the Washington International School organizing committee. Millions of American parents want to give their children the best prom.
Limousine, evening wear or jewelry, the market is huge for hundreds of companies. Nikki White, a single mother, accompanies her daughter to choose her outfit. Between hair, makeup and jewelry, she will spend a total of 1,000 dollars for her daughter, and the same for her son. She had to take a second job by offering them that prom. The store manager, Loyda Rios, for her part, indicates that “70% of [son] turnover in two months” during the prom period.
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