Love is pricey. Here's what young Americans are doing about it

Gen Z and millennials rethink dating as costs rise

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3 hours ago - Economy

The rising price tag of romance

* Avery Lotz

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*Data: Zelle New Economics of Dating Report; Chart: Avery Lotz/Axios*

Rising costs are changing dating for more than eight in 10 Gen Z and millennial daters, leaving some to stop courting altogether, per new data from Zelle.

**The big picture:** Young Americans are pushing off milestones under cost pressures — and the milestones themselves, from getting hitched to buying a home, are getting pricier once they get there.

**Driving the news:** For younger Americans, just planning a date is a costly ordeal, with 17% of active Gen Z and Millennial daters saying they've gone into debt trying to maintain the dating lifestyle.

* Nearly one-third say they've gone on fewer dates amid rising costs. A smaller share, 11%, say they've stopped dating because they couldn't afford it.
* Members of Gen Z are more likely to split the cost of a date because of rising costs (26%) than Millennials (18%).
* Daters have changed strategies to lighten the cost burden — like suggesting free activities and spending more time on dates at home, which were used by 37% and 33% of active daters, respectively.

**The intrigue:** As costs weigh on younger Americans, perhaps it's unsurprising that checkbook chemistry plays a big role in their love stories: Half of active daters say financial compatibility has at some point mattered more than romantic chemistry when deciding to keep dating someone.

* Men are more likely to say that than women (56% versus 45%), as are Gen Zers (53%) than Millennials (46%).
* But be warned: Talking money too much can kill the mood. For example, complaining about the price of everything or chatting too much about income would both give 47% of daters the "ick."

**What they're saying:** "Dating has always come with unspoken rules, but rising costs are forcing a rewrite," Denise Leonhard, general manager of Zelle, said in a statement.

* "Financial compatibility is becoming part of the chemistry test. The new flex isn't running up the tab; it's reading the room, respecting the budget and showing thought."

**Zoom out:** It comes as nearly all younger Americans (96%) reported being concerned about the cost of rent, groceries, gas or utilities, according to a recent Axios-Generation Lab poll of 18- to 34-year-olds.

* With the Game of Life ahead of them, high costs are leaving younger Americans struggling to even get on the board.

*Methodology: This online survey of 1,800 U.S. adults ages 18 and older was fielded August 14–25. Statistical testing is reported at the 95% confidence level.*

**Go deeper:** Youth poll: Thumbs down on everything

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