And the brides were ready.
Store officials told NBC Chicago the line started Thursday just before noon. At 8 a.m. Friday, the brides-to-be, along with family and friends, stormed the State Street store on a quest to find the perfect dress at a discount price.
More than 1,000 women were expected to show up for the popular event.
About 1,500 gowns were on racks for the taking. The dresses were priced between $249 and $700.
Those are deep discounts for the gowns, normally priced between $900 and $9,000.