London: As the 10th day of the 10th month of the 10th year, it is being hailed as one of the luckiest of the century - thousands of people are getting married and many moms-to-be have planned their deliveries in the hope that lady luck shines on them too.
Numerologists claim that the row of 'perfect tens' symbolises not just a once in a 100 years quirk of the calendar, but a "powerful moment of rebirth".
Register offices are opening specially to conduct Sunday weddings and according to some estimates, 31,050 couples in Britain are set to marry - 10 times as many as on an average Sunday.
Other couples have planned to have their babies delivered by Caesarean that day in the hope that some of the day's luck rubs off on their newborn, reported the Daily Mail.
Many Las Vegas hotels are offering special 10.10.10 wedding packages and in China, the most popular ceremony slots, which fall between 10 a.m. and 10.10 a.m., were snapped up months ago.
Others have the good fortune to celebrate their 10th birthday on the trinumeral - a date in which the day, month and year align.
Also turning 10 on Sunday is Bethany Page of Penrhyndeudraeth near Porthmadog, North Wales. She was born at 10 p.m. after a 10-hour labour.
Her mother Lisa Birks, 34, said: "If given the choice, we always pick the number 10, no matter what. Whether it's for a bonus ball or something similar, it's become our lucky number."
In Dubai, one hospital has allowed 10 women to choose the date for their Caesarean births. There are only 12 such dates every 1,000 years.
More than 31,000 couples are to get hitched this Sunday as the unique date proves to be the hottest day for a wedding this year.
Sonia Ducie, author of "Numerology: Your Personal Guide For Life", said the number 10 has powerful properties - made all the more potent by repetition.
She said: "Ten is the number for wisdom, because it contains the essence of all the numbers of one to nine within it.
"And the number one, which features three times...is all about focus, new direction, raw energy and rebirth."
But not everyone believes Sunday will be lucky, with the Internet awash with fears that a computer virus could strike.
Perhaps most importantly, the world failed to end on Sep 9 last year, or 9.9.9, despite some interpretations of Nostradamus's predictions claiming that it would.
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