Average US date cost hits $189 as Gen Z cuts back on spending

The average cost of a date in the US rose 12.5% to $189 over the past year, a BMO Financial Group survey shows, pushing half of Gen Z daters to prioritize financial goals over social spending.

"Young people are making deliberate trade-offs between dating and saving," said Paul Dilda, head of consumer strategy at BMO Financial Group. "The data shows a clear shift toward budget-conscious dating behaviors."

Among Gen Z daters, 50% said dating costs interfere with their financial goals, compared with 40% of millennials, per BMO. Prices for full-service meals and snacks rose 3.7% over the past year, federal data show, while core inflation — excluding volatile food and energy — ran at 2.6% in June. Nearly three in four men still expect to pay for everything early in a relationship, the survey found.

The spending pullback signals headwinds for casual dining and entertainment venues that rely on younger consumers. With the average date now costing $189 — equivalent to roughly three days of rent for a typical Gen Z renter in many US cities — the shift toward free or low-cost activities such as park walks and coffee dates may become a permanent feature of the dating economy.

The $189 Date and What It Buys

The BMO survey, conducted from late December through late January, calculated the $189 figure by aggregating costs for an outfit, transportation, and dinner. That represents a 12.5% increase from the same period a year earlier — more than triple the 3.7% rise in full-service restaurant prices over the past 12 months, according to the Bureau of Labor Statistics. The gap suggests daters are spending more on non-dining components such as transportation and preparation, or choosing pricier venues despite the overall inflation backdrop.

Winston Jules, a 26-year-old medical receptionist in Brooklyn, said he has shifted from $20-cocktail bars to picnics in Prospect Park and ice cream dates. "I've kind of been sacrificing being social lately just to be financially stable," he said. Jules lives with his mother and helps pay rent, one of his largest expenses.

The Hinge dating app, where more than half of users are Gen Z, introduced a feature in April allowing users to list three date options. Through June 30, the most popular choices included drinks, coffee, dinner, and walks — a mix of pricey and free activities. Users also submitted budget-friendly options such as beach outings, board games, and stargazing, according to Hinge.

A Generational Divide on Dating Economics

Not all young daters embrace the cheap-date trend. Kimberly Bizu, 29, founder of the media platform Rich Little Brokegirls, said: "If you don't have money for a date, you should not be dating." Her view reflects a persistent expectation that men bear the financial burden: the BMO survey found nearly three in four men expect to cover all costs early in a relationship.

The divergence matters for consumer-facing businesses. Restaurants, bars, and entertainment venues have relied on young adults as a growth demographic, but the data suggests that cohort is pulling back. The 3.7% rise in full-service dining prices has outpaced overall inflation, and with core prices finally flatlining in June — the first month without an increase in more than five years — the pressure on dating budgets may ease only gradually.

For now, the trend is clear. Tamia Austin, 23, who recently moved from Michigan to Long Island, opted for a walk through Prospect Park and coffee in downtown Brooklyn on a first date with Raheem Shabbaz, 22. "In this economy and specifically living in New York, everything is more expensive," she said. The couple plans to attend a soccer watch party this weekend — a low-cost alternative to dinner and drinks.

This article is for informational purposes only and does not constitute investment advice.