Dating culture has long revolved around the idea that dates should be frequent, exciting, and often expensive. Dinner reservations, entertainment, transportation, and even pre-date preparation have become standard parts of modern dating culture, a fact that many members of Gen Z are moving past.

Recent surveys suggest that many young adults are dating less frequently, deleting dating apps, and embracing a lifestyle trend known as "solo maxxing," which frames singlehood as an intentional choice rather than a temporary phase between relationships. Rising costs are certainly part of the equation, but researchers say the trend reflects deeper shifts in how younger generations think about relationships, independence, and personal fulfillment.

Dating Has Become Surprisingly Expensive

Dating costs are directly influencing Gen Z relationships. In the face of inflationary concerns, student loan debts, and other financial factors, more and more members of Gen Z are looking for ways to save money when and where they can.

According to the 2026 BMO Real Financial Progress Index, the average cost of a date in the United States reached $189, up from $168 the previous year. That figure includes expenses such as meals, transportation, entertainment, and personal grooming. Americans reported spending an average of more than $2,300 annually on datingsol.

A further breakdown of those numbers found that Gen Z spends roughly $205 on each date while millennials spend $252. Nearly half of Gen Z participants said dating expenses were interfering with their broader financial goals. These rising costs have led many young adults to become more selective about when and where they date, and if they date at all.

The Rise of "Solo Maxxing"

Solo maxxing is a term that’s recently gained popularity on social media. Instead of viewing singlehood as something to escape, solo maxxing encourages people to spend more time focusing on themselves, their hobbies, personal finances, and growth.

A global survey conducted by analytics firm MyIQ found that nearly half of adults between 18 and 34 said being single felt more peaceful than being in a relationship. Another 42% reported that relationships could interfere with personal goals, financial stability, or self-development.

Sarah Meyer, managing director at MyIQ, says that while finances play a role in this shift in Gen Z relationships, it’s not the only factor to consider. "I would be cautious about framing it as either a purely philosophical shift or a purely financial one," Meyer said. "The affordability squeeze is clearly part of the context."

Many Young Adults Are Prioritizing Stability

Many members of Gen Z came of age during periods marked by economic uncertainty, a global pande

mic, rising housing costs, and increasing conversations about mental health. This has led many young adults to be more focused on protecting their emotional well-being and financial stability than some previous generations.

Meyer noted that many younger adults no longer see romantic relationships as an indicator of success. She says, “Many younger adults are no longer treating relationships as proof of stability. They are asking whether a relationship adds to their sense of safety, focus, and self-understanding.”

Dating Apps Are Facing New Challenges

The rise of solo maxxing has also created a more challenging landscape for dating apps. Platforms like Hinge and Tinder built their businesses around the idea that young adults would actively use technology to meet potential partners. However, many Gen Z users report feeling frustrated by endless swiping, superficial interactions, and dating fatigue.

Spencer Rascoff, who serves as the CEO of Match, says that “highly structured” dating platforms are often seen as “intimidating” for users under 30. The company has responded by experimenting with features that encourage more organic interactions and in-person experiences.

Sociologists See a Cultural Shift

Researchers who study relationships say the most significant change may not be the number of single people, but how singlehood is being perceived. Jess Carbino, a sociologist and former sociologist for Tinder and Bumble, believes solo maxxing reflects a new cultural standard.

"Although partnership has declined over the last 20 years, especially among younger people, what is unique about maxxing is the intentional or active endorsement of the state of being intentionally single," Carbino said.

Many members of Gen Z have stopped asking whether they can find a relationship. Instead, they’re focusing on how a relationship fits into their lives and offers meaningful benefits. While an increased cost of living is one factor, many experts believe it’s simply one part of a larger cultural shift that may not change any time soon.

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