How much would you spend?...

I had a budget of £1500 for the dress, probably wouldn't have gone above this though regardless of the dress as once you put alterations/veil/shoes/underwear/jewellery on top it would have worked out a hell of a lot more and I think any more than this and I would have struggled to justify the cost.

Luckily my dress was £1150, and they knocked 10% off for me too ? However I did go to the shop solely for this dress which I had previously seen online and emailed them to ask the cost before making the appointment to see it. Had it been over my budget I wouldn't have gone at all. In other shops I made sure the sales assistants knew my budget so they wouldn't tempt me with more expensive dresses.

As others have said, spend what you can afford and as much as you are happy to ? There's no right or wrong amount!

I would have happily paid £2000, and less happily paid £3000 if it was beyond amazing, but in the end the one I liked the most on me only cost £700. And then my mum offered to pay for it, which was totally unexpected but I think she really wanted to so I let her. (Which she wouldn't have done had it been £3000 - nor would I have let her.) So essentially free, though I'll pay for any alterations.