UK Dating App Spending Rises 51% as Singles Face Higher Costs

New research from Barclays shows dating app spending has risen sharply over the past year, while rising costs are changing how younger people date.

Dating app spending in the UK has increased by 51.1% year-on-year, according to new research from Barclays. Single daters now spend an average of £7.10 per month on dating apps, compared with £4.70 in 2025. The increase comes as 48% of daters report that dating has become more expensive.

The research, conducted by Opinium on behalf of Barclays, also found differences in spending between demographics. Men spend an average of £9.20 per month on dating apps, compared with £4.20 for women. Millennials are the biggest spenders, averaging £12.20 per month. Meanwhile, 49% of respondents believe technology is making dating feel impersonal and disconnected.

The financial pressure is particularly noticeable among younger adults. Barclays reported several findings:

• 62% of Gen Z have noticed an increase in dating costs, compared with 57% of millennials.
• 45% of 18–29-year-olds say rising costs have affected their ability to go on dates.
• 27% of younger adults have cancelled, rearranged or declined a date because of money concerns, compared with 14% overall.
• 54% of Gen Z favour affordable activities such as coffee meetings and running dates, compared with 44% of millennials.

Financial compatibility is also becoming an important consideration. Some 37% of Gen Z respondents wish it were more acceptable to ask a potential partner about money, while 42% of 18–29-year-olds would be comfortable sharing their salary if asked. One in five Gen Z respondents have researched a potential partner’s financial situation before meeting.

Alongside the research, Barclays has launched Statement Dating, a social-first dating series hosted by comedian and presenter Ellie Taylor. The programme uses dating scenarios to explore financial habits, spending behaviours and compatibility, encouraging conversations about money in relationships.

“Money is increasingly shaping how people date, who they pursue and how relationships develop,” said Seema Sachdev, Head of Customer at Barclays UK.

Opinium conducted the research between 25 and 29 September 2026, surveying 2,000 UK consumers.

Source: Barclays