Discount Dating: Is Using a Coupon a Turn-Off or Turn-On?

1,000 singles dish on how inflation has driven up dating costs and how much they spend on first dates.

At Savings.com, we’re all about delivering exceptional cost-cutting advice—whether it’s supersized sales or mind-blowing coupon codes—because there’s never a wrong time to save money!

But what about on a first date? Could using a coupon with a new flame show off fiscal responsibility, or does it risk sending the wrong message? The tension between the value of frugality and the fear of looking cheap is something many singles have pondered—especially in today’s world of rising romantic costs.

To explore this question, we surveyed more than 1,000 single American adults currently navigating the dating scene. Beyond coupon use, we dug into their opinions on what’s considered acceptable behavior on a first date. The findings reveal surprising differences across genders and generations.

Key Insights:

• 1 in 3 American singles feel stressed about the current costs of dating, and 30% of them have cut back on dating due to current economic conditions. Six percent of singles admitted they’d gone into debt to pay for dating apps.
• Only 14% of singles have used a coupon on a first date, though 79% said it’s OK to do so. The practice was slightly more popular among men, younger adults, and LGBTQ+ singles.
• 22% of available Americans said it would actually be a turn-on if someone used a coupon on the first date.
• On the other end of the spectrum, 52% of singles said they’d be uncomfortable if someone spent too much on a first date.
• Only 15% of singles feel it's OK to talk about finances on a first date. Compared to women,  men were more open to talking about income, credit scores, and even prenups on a first outing.

Head Over Deals in Love: First Date Frugality

First dates can be nerve-racking: there’s stress about picking the right outfit, selecting the right place, and the impending cost. Our latest survey found that the cost of dating causes anxiety for more than a third of single adults (37 percent).

That’s due, in part, to several years of punishing inflation that have escalated dating expenses. The average single American now spends $1500 on dates each year. That total doesn’t include the tab for match-finding apps (around $20/month or more for premium tiers) or costly investments in beauty treatments to prepare for a big rendezvous.

Two-thirds of single men and about half of single women acknowledged that the economy has impacted their dating habits. Financial constraints have led to higher selectivity, lower date frequency, and more cost-conscious activities.

Note: Multiple responses allowed

Men who date women have faced more financial fallout because they are more likely to pay for first dates than women. Though one-quarter of men and women say it’s important to share the costs of dating, women are nearly ten times more likely to expect their companion to foot the bill regularly.

The economic impacts on dating have hit younger generations hardest: 70 percent of Generation Zers and Millennial singles have adjusted their dating habits, compared to only 57 percent of Gen Xers and Boomers. This isn't surprising, as older daters tend to have higher incomes.

In one money-saving move, many modern singles now skip traditional dinner first dates, opting for simpler outings at more affordable venues like coffee shops or city parks. Others aren’t meeting at all but are virtually conducting first dates online to assess whether chemistry warrants the expense of a real night out.

Could Coupons Be a Solution to High Dating Costs?

We found that the median expenditure for a first date now is $50. However, 34 percent of men and 16 percent of women say they feel pressure to spend beyond their comfort level when taking someone out.

One obvious but controversial way to control first-date costs is to use coupons for meals or activities. Our research revealed that many people seem uncomfortable using coupons at the start of a relationship—only one in seven dating Americans has ever redeemed a deal on the first date.

Some respondents said reticence stemmed from apprehension about appearing “tacky" or “being perceived as a cheapskate." Such worries have some basis: half of women have felt turned off by a date’s frugality or judged a suitor for not tipping enough.

Note: Multiple responses allowed

Conversely, being lavish can also send the wrong signal. Most singles are uncomfortable when a companion spends too much on a night out, and two-thirds believe that extravagant gifts are a major red flag on a first date.

Coupons could provide a solution for navigating this price range paradigm. Not only do coupons make outings more affordable while demonstrating financial savvy, but the vast majority of dating Americans say using them on first dates is acceptable.

First-date couponing was slightly more prevalent among men, younger adults, and the LGBTQ+ community, but the practice was accepted by four out of five single Americans across all demographics. Beyond mere acceptance, many daters suggest saving money is their love language. Nearly one in four singles declared that using a first-date coupon is a “major turn-on" – talk about getting more bang for your buck!

Coupon use proved considerably more acceptable than other cost-deferring strategies for a first date. Though most singles were ok with splitting the check, far fewer accept being asked to pay for the whole outing. More than 90 percent disapprove of stiffing the server to save a few bucks.

Percent of singles who approve of certain cost-cutting measures on a first date

Note: Multiple responses allowed

First Date Financial Discussions – What’s Off the Menu?

Aside from settling the bill, most singles would prefer not to discuss finances on the first date. Only 15 percent believe money is a suitable discussion topic at that early stage. However, some disclosures are considered more acceptable than others.

Most American singles are okay with a potential partner admitting they live at home to save money. However, poor financial habits are much less acceptable. Not having any savings or being in serious debt drew strong disapproval, though men were more forgiving of economic struggles in a partner than women.

First date financial disclosures?

Percent of singles who believe the following are acceptable topics of conversation for a first date

Note: Multiple responses allowed

Very few singles want to hear about their companion’s credit score on a first date, and virtually nobody wants a suitor bragging about their wealth. In fact, women would prefer that a date cry, show up late, or talk about an ex on a first date than start boasting about their wealth!

According to our respondents, questions about money are also off-putting during first dates. Most said they’d tolerate general queries about financial goals but are less accepting of more invasive probes.

Most men are comfortable discussing cryptocurrency and stocks (two pillars of the "bro economy"). They were also generally less bothered by first-date financial questions than the women in our study. However, both resented being asked about specific credit scores or salaries.

Economic Etiquette: How Financial Attitudes Influence Dating

Discussing money on a first date may be a turnoff, but financial compatibility is often crucial to long-term relationship health. Many single Americans acknowledge the importance of economic issues in a partnership yet remain reluctant to openly address them.

Even after a first date, 62 percent of dating adults are uncomfortable when romantic prospects ask about their financial situation. This is especially true for women: 70 percent feel discomfort, compared to 53 percent of men.

Women are less comfortable discussing finances with suitors but are far more likely to consider economics essential when choosing a partner. One-quarter of women want to know an admirer’s credit score before becoming seriously entwined, and more than 40 percent have judged potential partners on their income potential or would end a relationship based on differing financial habits.

Note: Multiple responses allowed

Most notably, nearly two-thirds of women consider financial stability a relationship dealbreaker, while only half as many men feel the same. Women consistently rated economic strength as a more critical dating factor than men (who showed a stronger preference than women for frugality in a partner).

Generational divides also delineated some differences in dating attitudes. Younger Americans harbored a higher expectation regarding financial equality in relationships, likely reflecting evolving beliefs and realities. Gen Z is also more tolerant towards fiscal instability, which makes sense as financial volatility is more understandable earlier in life.

Note: Multiple responses allowed

Expert Advice on Flirting and Finances

Our survey suggests that American singles need help finding love in the age of inflation. We asked several relationship and financial experts for guidance on affordable outings, cooly using coupons, spotting economic red flags, and maintaining love without monetary pressures.

1. Get creative with date activities to save money

Michelle King Rayfield, a licensed marriage and family therapist, offered ideas for bonding without breaking the bank. “Meaningful connections don’t require expensive outings -- many of the best dates are simple and allow you to focus on each other," she said. “Activities like walking in a park, outdoor concerts, checking out a free art exhibit, or grabbing coffee instead of a full dinner let you enjoy each other’s company and build connections without stretching your budget."

2. Carefully use coupons on a first date

King Rayfield also offered a thoughtful strategy on the coupon conundrum, “Using a coupon on a first date can be fine -- it’s all about the approach. Try bringing it up lightheartedly so it comes across as thoughtful rather than awkward. Transparency and humor can help it feel more natural and comfortable for both parties."

3. Look out for financial red flags

Sean O’Niell, a licensed marriage and family therapist, warned about dates whose financial actions and words are misaligned. He also recommended caution with dates preoccupied with their wealth, constantly mentioning money, or overemphasizing materialistic desires. He said such values "tend to serve more as a source of dissatisfaction than satisfaction in a relationship."

Shang Saavedra, an award-winning personal finance expert and coach, said, “It’s a major red flag when someone won't talk about financially-related topics like career goals, vacation plans, or their opinion on marriage and children. You don’t need to explicitly grill someone on a first date, but if they aren’t open about things you care about, chances are they don’t share your priorities."

4. Consider financial compatibility sooner rather than later

Katrina Fitten, a certified master financial coach and CEO of New Day for You Financial, insists it’s critical to discuss money early in a relationship. “To break the ice, you could ask your date, "What are some keys you believe are essential in having a healthy financial relationship?" Fitten said.

In serious relationships where funds are comingled, Fitten says transparency becomes paramount. She suggests couples co-design spending plans to live within their means, check in monthly to assess mutual finances and establish spending limits that can’t be exceeded without joint approval.

Conclusion

Rising costs have impacted everything, including how people date. To save money, many single Americans date less often, are more selective with suitors, and try to spend less when they go out. One thing they rarely do, though, is use coupons on dates—even though they could net serious savings!

While some think using coupons on dates is embarrassing, most Americans see it as acceptable, and many even find it attractive.

Our survey revealed some fascinating truths about dating and money. Singles are cautious about partners who spend too much or too little. Many people avoid discussing finances on dates, even though they know it matters in relationships.

Methodology

In October 2024, Savings.com conducted an online survey of 1,046 Americans aged 18+ who are single and interested in dating. Our respondent pool ranged in age from 18 to 79, with a median age of 36. 40 percent were women, and 58 percent were men, with 2 percent choosing not to disclose their gender. 59 percent were White, 18 percent Black, 9 percent Asian, and 14 percent chose mixed, other, or preferred not to say. 75 percent were heterosexual, and 25 percent were members of the LGBTQ+ community.