54% of singles say they aren’t dating in the current financial climate, according to a new study of over 1,000 UK consumers. 84% of men said they were dating in 2023, with this number now dropping to 58% in 2024.
Credit experts Aqua spoke with over one thousand UK consumers in 2023 and 2024 about their dating habits amidst changing economic conditions. They’ve now shared their findings, highlighting how dating behaviors have changed.
Are people dating less?
In 2023, 29% of women told Aqua that they were planning to stop dating due to rising costs. In 2024, only 36% of British women are currently dating.
British men also saw a decrease in daters, with 84% saying they were dating in 2023, with that number decreasing to be 58% in 2024.
The survey found that the city of Newcastle saw the most significant decrease in daters, sharing that “…before the financial crisis, 45% of Geordies weren’t dating, compared to 51% now”.
The costs of dating
What a single person wants to spend on dates doesn’t always match with what they’re actually able to spend.
Across the British public, £45 is seen as the ideal amount for a first date, but in reality only £38 is able to be spent on a date in 2024. Men typically would like to spend £48, however only end up spending around £43 on average.
For women, they’d like to spend around £39 on a date, but usually only end up spending around £26. This research also found that Gen Z are spending more per date (£56), than Baby Boomers (£30).
Sharvan Selvam, Commercial Director at Aqua says, “It can be tempting to overspend on a first date, especially if you want to impress. But, it’s important to remember that you don’t always have to spend a lot to have a great time”.
“Remember to stick within your means and don’t feel pressured to overspend. Suggesting cheaper alternatives, such as a coffee shop date or a picnic in the park, is a great way to enjoy dating on a budget”, Selvam adds.
Splitting the bill
Despite changing economic conditions from 2023 to 2024, the British public hasn’t changed its opinion on splitting the bill, with 27% agreeing that it’s the ideal option. Overall, British men are more likely to believe they should pay for the date when compared with women.
Gen Z are the demographic group most likely to believe that a date should be covered by whoever initiated it, with 24% saying that it is the responsibility of the ‘asker’. However, only 9% of those aged over 45 believe that this should be the case.
Aqua shares that creating a spending plan, finding low-cost options for dates, and being honest, are three key tips for those looking for love while on a budget. Read the survey’s full findings here.
