Though marriages are made in heaven, the dates can be decided on Earth, especially if it's as lucky as 7/7/07. In a bid to have a string of lucky sevens in their wedding date, the prospective brides and grooms are choosing July 7 or 7/7/07 - as the date appears in print, to get married. Since number seven has long been associated with luck, the couples believe that having all the number sevens in their anniversary date would give them an extra dose of luck.

According to wedding planners, the date is gaining popularity in every state of U.S. Thousands of churches and reception sites have been booked in advance by couples who hope to begin wedded bliss on the lucky date.

AP quotes Tonya Simmons, wedding specialist with Boomtown Casino Hotel on the outskirts of Reno, as saying, "It's the most popular date - ever."

Many believe the popularity of date is due to recent interest in numerology. The increased demand for a particular date will also drive up costs for everything from caterers to florists.

Furthermore, a lot of prospective brides hope this particular date - 7/7/07 will help their husbands to remember their wedding anniversaries.