Why some young Americans are dating less in 2026
For many young Americans, dating is becoming as much about finances as it is romance.
According to BMO Financial Group’s 2026 report, half of single Americans surveyed said they were going on fewer dates or choosing less expensive activities due to rising costs. BMO Real Financial Progress Index. The bank surveyed 2,501 adults from late December through January.
Not only that, but 48% of Gen Z adults and 40% of Millennials surveyed said the high cost of dating is an obstacle to achieving their financial goals. BMO found that a single date costs Gen Z adults an average of $205 and Millennials an average of $252.
Nearly half of singles, or 47%, say dating isn’t worth the expense, according to the survey.
This is just one of the affordability pressures these days. Consumers are grappling with rising costs for daily essentials like gas, food, housing, and health insurance; This reflects a mix of factors, including energy shocks tied to the ongoing war with Iran and President Donald Trump’s tariff policies.
“We’re seeing rising costs of living, and that’s reducing the frequency or perception of how we date and how we date,” clinical psychologist Sabrina Romanoff told CNBC. “We’re seeing people dining out less and there’s less tolerance for high-risk gatherings.”
Costs cause people to meet ‘defensively’
The cost of dating for Gen Z can add up quickly.
The typical American in Generation Z went on about nine dates in the previous year, according to data from BMO. This puts their annual expenses at roughly $1,845. this tally It covers expenses actually spent to date as well as costs to date, including transportation and maintenance.
If we use Bureau of Labor Statistics data for full-time workers, this would mean roughly 3% to 5% of median annual income for workers ages 16 to 34.
Romanoff said rising costs were pushing people to date “much more defensively,” adding: “They get fewer chances and fewer connections are made.”
This dynamic plays out in how young daters talk about first dates.
David Kuang, a 21-year-old Columbia University student, said the dating economy can make every trip feel like a gamble.
“There’s such a high chance that something won’t fall into place,” he said. “And then your $40 dinner bill goes to waste because of someone you’ll never talk to again.”
Leo Gabriel, 22, who lives in New York, also said he tries to keep first dates affordable.
“I would probably spend about $45 to $50,” he said. “Just not breaking the bank.”
Overall, Gabriel said he budgets around $150 to $200 a month for dating.
“Why would I spend $100 on someone I’m not with?” he added.
Finding an appointment can also be expensive
The cost of dating is only part of the story. For millions of users, finding an appointment means paying for apps. Pew Research Center It found that 35% of dating app users paid for one of the platforms in 2022. Research from Morgan Stanley found that the average paying dating app user will spend about $19 per month in 2023.
“Many of these apps operate on what is called a ‘freemium’ premium strategy,” said Pınar Yıldırım, an associate professor at Wharton who studies online platform economics. “Even if you can sign up for free, you may have to pay a subscription fee to take advantage of some of the more desirable features.”
This model has become even more important as the way Americans meet has changed. A widely cited 2019 study Researchers from Stanford University and the University of New Mexico found that from the end of World War II to 2013, the most common way for heterosexual couples in the United States to meet was through friends. The dominant way now is online.
“One of the things that online dating apps and online dating platforms in general do is [have] “We have managed to bring a wider range of people into our lives,” said Yıldırım, adding, “They generally tend to increase the size of our pools.”
But he added that it can also be “a little tricky.” Too many candidates can overwhelm users and make it less likely that the interaction will turn into something meaningful.
“Even though you’re meeting and potentially striking up conversations with many, many different types of people, you’re probably not going to engage in anything beyond initial conversations with those people on apps,” he said.
Experts say this may help explain why many users shell out for a paid dating app tier. “This is a pay-to-play system,” Romanoff said. “And if you have money, then maybe you can find a partner or be more successful on dating apps.”
Gabriel said he briefly subscribed to Hinge because the paid upgrades were an effective “gamification,” as he called it.
“Psychologically, it works,” he said. “Oh, you’ll only be seen by X amount of people a day, you say. But if you pay us a little more money, you can see more people.”
But the cost of dating app upgrades can vary, and consumer advocates said pricing isn’t transparent.
A spokesperson for Match Group, the parent company of Match.com, OkCupid, Tinder, Hinge and other dating sites, told CNBC via email that the “vast majority” of users on its sites use free versions. “Subscriptions are optional and provide additional tools for those who want more control or a more efficient experience, but are not necessary to be successful or make meaningful connections,” they said.
Bumble Inc., whose apps include Bumble Date and Badoo, told CNBC it aims to provide a “secure and high-quality” free tier. “There are countless couples who find each other this way.” a spokesperson said in an emailed statement. “Our paid features appeal to people looking for a more tailored experience in our community.”
— CNBC’s CJ Haddad and Isabel Iino contributed reporting.
