Ask anyone what’s wrong with modern dating and they’ll likely say the apps suck—built on a pay-to-win model. But it’s not just the apps anymore; in 2026, dating has become a financial hurdle for most singles. According to recent research, over 86% of US singles delay or forego dating due to money concerns.
The average all-in date cost rose by 12.5%, hitting $189—outpacing the cost of living. Low-income earners are hit hardest; 33% have stopped dating completely, compared to 15% of those earning over $100k who’ve taken a break.
To me, that signals a real shift: connection is no longer spontaneous but something you budget for and justify. People want to be more intentional about it, but this can make dating more limited and unequal.
Dating is slowly turning into a luxury exclusively for the rich. Men from Gen Z to Gen X especially seem to be opting out due to financial pressures. The narrative of sugar babies has captured the zeitgeist, with discussions around economic realities dominating social media and news reports.
As Brandon Wade sees it, you shouldn’t date if you can't afford it; until we have achieved a level of financial security, how do we love? You’re not giving from a place of abundance but from lack. The pinch may also explain why more people are feeling the need to be more intentional about dating.
