A study of shoppers found the typical woman will spend nearly three hours picking the right gown to look good the wedding of a pal.
That's more time than when looking for a outfit for a day at the races (2 hours 4 minutes) a night out with friends (1 hour 48 minutes) or an outfit for a first date (1 hour 43 minutes).
In fact the only event which comes close if finding a flattering outfit for an Ex's wedding, which is typically mulled over for 2 hours 19 minutes.
The timescales emerged from a study carried out among 3,000 shoppers, not from their partners… who would have said every purchase feels like it take an eternity.
TIME SPENT SHOPPING - BREAKDOWN
ITEM HOURS TAKEN TO BUY
Outfit for a best friend's wedding 2 hours 53 minutes
Flattering outfit for an Ex's wedding 2 hours 19 minutes
Dress for a day at the races 2 hours 4 minutes
Sexy outfit for a night out with friends 1 hour 48 minutes
Outfit for a first date 1 hour 43 minutes
A pair of comfy jeans 1 hour 31 minutes
Outfit for a romantic meal 1 hour 31 minutes
Suit / outfit for job interview 1 hour 29 minutes
Girly outfit for meeting the in-laws 1 hour 23 minutes
Bikini 1 hour 16 minutes
Underwear to impress a partner 48 minutes
A spokesperson for Superdrug, which commissioned the study, said: "In the most part, girls absolutely love to shop, finding the whole experience rewarding and therapeutic.
"But there is a world of difference between a casual shopping trip, and a spree to find an outfit for a very important occasion.
"While fashion shopping is a chore, and girls feel under enormous pressure to choose clothes which make them look smart, thin, gorgeous and presentable, beauty shopping seems to be more of a feel-good pleasure."