Cost of dating climbs, US consumers cut back

Dating is on the decline in the US as costs rise, according to a new study commissioned by Maison Louis Jadot, with consumers becoming more selective about how they spend on wine.

Rising living costs are beginning to influence not just what consumers buy, but how they socialise, with new research from Maison Louis Jadot highlighting a shift in dating habits across the US.

According to the survey, conducted by Morning Consult, 56% of Americans say rising costs have reduced how often they go on dates. Within that group, 27% say they have stopped dating altogether to save money.

At the same time, 46% of respondents say at least some of their tax refund will go towards their love life, suggesting that Tax Day is becoming an increasingly important trigger for discretionary spending.

Spending shifts and trade-offs

The findings point to a consumer base that still prioritises connection, but is becoming more selective about where money is spent. More than half (52%) say they are cutting back in other areas to afford dating, most commonly shopping for personal items (30%), nights out with friends (27%) and groceries or takeout (25%).

The data was released as Louis Jadot launched The Loveflation Edit, a campaign developed in partnership with personal finance expert Farnoosh Torabi, host of the So Money podcast. The initiative explores how inflation, tax refund season and tighter budgets are reshaping modern romance.

Jennifer Fritz, US brand director for Louis Jadot, said: “Date night hasn’t lost its magic. If anything, it reflects a more intentional approach to modern romance. Consumers are choosing to invest thoughtfully, gravitating toward moments that feel elevated, meaningful, and genuinely worth savoring. Luxury today isn’t about excess; it’s about creating memorable experiences that feel curated and beautifully personal.”

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Income divide emerges

The research also highlights a widening gap in dating behaviour based on income. Among Americans earning under $50,000, 33% say they have stopped dating entirely to save money, compared with 15% of those earning $100,000 or more.

Younger consumers are also feeling the strain, with 62% of Gen Z and Millennials saying rising costs have changed how often they go on dates.

Quality over showmanship

For the wine trade, the survey offers insight into how consumers are approaching purchase decisions in a more cost-conscious environment. When selecting wine for a date, respondents prioritise taste (36%), staying within budget (27%) and pairing well with food (26%). Just 9% say it matters that the wine “looks impressive”.

This suggests a shift away from status-driven purchases towards products that deliver perceived value and enhance the overall experience.

Torabi said: “Money is showing up in romantic relationships more often than people may want to admit. What I find empowering about this moment is that it allows people to rethink the idea that a good date has to be an expensive one. The goal is not to strip the joy out of dating, it’s to spend more intentionally on what actually fosters connection, like sharing a good bottle of wine and having a meaningful conversation.”

Why it matters for the trade

For drinks producers and retailers, the findings underline a broader trend: consumers are not necessarily spending less, but they are spending more deliberately. Occasions such as date nights remain important, but there is growing emphasis on affordability, quality and relevance to the moment.

As a result, wines positioned around value, food pairing and authentic experiences may resonate more strongly than those marketed primarily on prestige or appearance—particularly as economic pressures continue to shape purchasing behaviour.