Bama Rush brings booming business to Tuscaloosa boutiques

TUSCALOOSA, Ala (WIAT) — Sorority recruitment is underway at the University of Alabama and many local businesses and boutiques are seeing the impact firsthand.

Incoming UA freshmen taking part in “Bama Rush” have a specific wardrobe to adhere to. Owners of Pause and Dukes start planning a year ahead to make sure they have everything one could need before stepping into the sorority houses.

Pause boutique owner Angela Atchison said freshmen who plan to rush make sure to add shopping to their to-do list during their orientation days. She sees nearly a 400% increase due to Sorority recruitment shoppers alone.

“The Bama Bound girls coming in shopping for rush keeps us busy during the summer,” Atchison said. “The average someone will come in and spend is around $400,”

Dukes boutique owner Hannah Adcox said not even holiday shopping can compare to the sorority rush.

“These past two weeks have almost been like a game day weekend for us,” Adcox said. “The foot traffic has been unbelievable.”

Each year Bama Rush trends on the social media platform TikTok. Girls get to showcase a week’s worth of Outfit Of The Day (OOTD) to upload online. That’s why Dukes offers personalized Rush inspiration and helps plan the outfits for the girls.

“We’ve been dressing them all summer,” Adcox said. “We have a guide on Instagram and on our website with what we suggest.”

Actives and soon-to-be Greek Life students are not the only ones taking the dresses, shoes and jewelry off of the racks.

“It’s been even the moms too,” Adcox said. “Now the moms wear the colors of the house on bid day.”

As more students attend UA, Tuscaloosa natives and business owners like Adcox and Atchison can have a thriving livelihood.

“We’re so grateful for that, and it makes all the difference in the world for small business here in Tuscaloosa,” Atchison said.

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