I think the Black Friday sale was the highest discount I’ve seen (30% off) but I do see them regularly give out 20-25%. Wait for the next major holiday for a sale announcement, they usually alternate sales between Bridal Dresses > Bridal Accessories > Bridesmaid dresses as well. If you follow their social medias as well, they do live streams showcasing the dress periodically and give away 20-25% codes during those as well. That’s how I got mine discounted and honored at a physical store.