Sophia Woodcock and Charlotte Herlihy, a London-based couple aged 24 and 26, are increasingly selective about their date nights due to soaring living costs. Both individuals are financially conscious, a trait honed during their student years and reinforced by economic uncertainty.
For the couple, planning typically begins the day before and involves scouring various websites and apps for discounts. TikTok is particularly useful, as they’ve found discounted cinema tickets, free drinks at pubs and cocktail bars, and cheaper tickets to an Agatha Christie play, among other deals.
The duo often invites friends to these deals, allowing more people to benefit financially. Both Woodcock and Herlihy have full-time jobs and sometimes post day-in-the-life videos on TikTok about living in London.
Assessing their daily spending can be enlightening. “I was meant to spend £150 a day doing these activities,” says Woodcock, noting that their discount-hunting often results in them spending a fraction of the original cost.
Gen Z is approaching dating more frugally, with roughly half of men and women spending as little as $0 a month on dates, according to a 2025 Bank of America study. A further quarter of men and 30% of women spend less than $100 per month.
Stacy Francis, president and CEO of Francis Financial, emphasizes that being financially savvy doesn’t mean staying at home. “Spending less can make dating more creative,” she says, pointing out that discounted experiences have encouraged the couple to try new cuisines, theatre, and snowboarding.
Any extra money should be directed towards long-term financial goals, such as paying off debt, building an emergency fund, or contributing to a retirement account. Francis advises saving at least 20% of income for these purposes.
“Saving money does not mean staying at home,” says Woodcock. “It’s about exploring new experiences and opportunities.”