Gen Z and Millennials Embrace Free Dates Amid Rising Costs

Gen Z and Millennials are increasingly adopting free dates as a strategy to navigate the escalating expenses associated with modern dating, according to a recent survey. The study, which polled 5,400 Gen Z and Millennial daters in the U.S. by the dating app Hily, found that a significant portion of both demographics are suggesting or accepting no-cost date options. Specifically, more than one in three Gen Z individuals and two in five Millennials reported proposing a free event for a date. Furthermore, 17% of Gen Z daters and 25% of Millennials indicated they have been invited on a free date, such as a promotional event. The willingness to accept such invitations is also high, with 47% of Gen Z and 54% of Millennials stating they would accept an offer for a no-cost date without hesitation. This trend aligns with broader economic pressures, including the rising cost of living and the increased financial burden of dating itself. Previous research from BMO Financial Group's 2026 Real Financial Progress Index highlighted that the cost of dating has outpaced the cost of living. This index indicated that Millennials experienced a 32% increase in the cost of a date night over the past year, with an average expenditure of $252 for a single night out. Despite the growing popularity of free dates, some individuals, particularly women, express reservations. The Hily survey found that 44% of Gen Z women and 39% of Millennial women believe that free dates do not align with their interests. Additionally, 38% of Gen Z women perceive free dates as low-effort or last-minute. A substantial number within both generations also hold the view that individuals unable to afford a date that incurs costs should refrain from initiating social outings. This sentiment is shared by 58% of Gen Z women and 54% of Millennial women, who believe that if a person cannot contribute financially to at least a portion of a date, they should not be asking someone out. A similar perspective was echoed by 47% of Gen Z men and 45% of Millennial men. The survey's findings underscore a generational shift in dating norms, driven by economic realities and evolving expectations around courtship and financial investment in relationships.