Survey: Love, Savings and Spending Smarts: How Sales Season Shapes Dating Decisions

When the holiday season arrives, romance isn’t the only thing that comes with extra pressure; spending does too. From Black Friday to Cyber Monday to month-long holiday gift deals, young daters are navigating attraction, budgeting and financial responsibility, all at once.

To understand how the shopping season influences dating, gift-giving and financial boundaries, Hily surveyed 1,700 Gen Z and Millennial American daters. Here’s what they had to say about love, money, sales and where those two worlds overlap. 

First, some key findings:

• For 69% of American Gen Z and 66% of Millennial daters, a date’s spending habits reveal what they’ll be like in a relationship.
• Of those surveyed, 52% of American Millennial daters and 47% of Gen Z daters consider themselves frugal.
• Over 85% of American daters say it’s romantic when a date finds a thoughtful gift for them, even if it’s on sale.
• Only some American Gen Z (32%) and Millennial (27%) daters admit they tend to splurge on purchases during Black Friday.

Frugal … and Proud of It

For roughly half of daters, how they spend their money matters—52% of Millennial daters and 47% of Gen Z daters say they consider themselves frugal. Budgeting isn’t just a financial strategy anymore; is this simply a result of getting older, or is it now an important part of one’s dating identity?

For many daters, financial discipline is a green flag—44% of Millennials and 37% of Gen Z believe being frugal is sexy. For today’s daters, smart spending feels like confidence and security, not restriction. Emotional maturity is hot, but financial maturity might actually be hotter.

Money Habits = Relationship Preview

As it turns out, your date may be paying attention to your spending. According to the survey, 69% of Gen Z and 66% of Millennials believe how someone spends money now signals how they’ll behave in a long-term relationship. But this isn’t only about price tags—it’s about priorities.

The new ick? Someone who treats money like it’s infinite. Financial red flags are real deal-breakers. Over half (60%) of young American daters say they would stop seeing someone who couldn’t handle their money. For many, financial stability and emotional maturity feel linked, and both matter when looking for a partner. 

Frugal ≠ stingy. Among young women, 36% say being too cheap with gifts is a turn-off, compared to only 16% of men. People don’t always need or want expensive presents, but intentionality and thoughtfulness matter when making an impression on daters. Romance isn’t dead: it just comes with budgeting strategies now.

Black Friday, Big Deals, Bigger Feelings

If you can’t resist a good deal, you’re not alone—32% of Gen Z and 27% of Millennials admit they splurge during Black Friday. Even the most budget-conscious can get caught chasing a good deal once a year. 

Love isn’t only in the air: it’s also in our cart. Among Millennial and Gen Z daters, 45% and 42%, respectively, say they would date someone who splurges during Black Friday. Maybe it’s because everyone understands the powerful temptation sales season brings. 

Even in a new romance, some daters still prioritize smart spending. When it comes to gift-giving, 25% of Gen Z and 21% of Millennials say they’d only buy something for a new romantic interest during Black Friday if they found a great deal. Savings + thoughtful = the perfect combo, because a good deal hits different when it feels personal.

The majority of young daters don’t equate romance with full price. In fact, 88% of Gen Z and 86% of Millennials say it’s romantic when a gift is thoughtful, even if it was on sale. A present isn’t less meaningful because it was affordable; a thoughtful discount beats mindless overspending every time.

The deal-hunting isn’t only about things; it’s also about experiences. Over half of Gen Z (63%) and Millennial (59%) daters say they’d use Black Friday deals to save on dates, getaways, dinners or mini-vacations. Romance feels sweeter at a discount, and these generations are here for it.

Conclusion: Discounts Don’t Cheapen Emotion

Today’s young daters are redefining what spending signals in romance: choosing thoughtful over flashy, smart over impulsive and value over performance.

Black Friday and seasonal sales don’t make dating less romantic … they make it more intentional. Maybe there’s a new love language to add to the list: comparing sale prices.

Whether it’s finding a meaningful gift, saving for shared experiences or simply believing financial responsibility is attractive, Gen Z and Millennials are proving that budgeting wisely doesn’t dim the spark. Because if we’re being honest, feeling safe financially is romantic.

The methodology

Hily’s research team surveyed 1,700 Millennial and Gen Z Americans to explore how shopping season influences dating behavior, gift-giving, and financial boundaries. The goal was to understand how sales events like Black Friday shape romantic decisions, spending habits, and perceptions of financial responsibility in relationships.

About Hily

Hily (pronounced like ‘highly’) is a dating app designed to connect singles with new people while supporting them in remaining authentic. Short for “Hey, I Like You,” it invites users to have fun and not look for a perfect match.

By encouraging everyone to date as they are, Hily is breaking one of the biggest curses of online dating—feeling pressured to hide your true self. Praising self-exploration, self-acceptance, open-mindedness, and inclusivity, the app helps people put real connections first and keep competition at bay by unlocking their unique, fabulous selves. With features like icebreakers, compatibility checks, messaging, Major Crush, and zodiac synastry, Hily helps users express who they really are and connect in genuine ways.

Launched in 2017, Hily has become one of the top 10 dating apps in US app stores, with over 39 million users worldwide.