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As dating costs rise this cuffing season, Gen Z and millennials rewrite the rules on who pays, what counts as effort and whether romance is worth going broke for, or worth it at all.
 

• The Price of Dating: Eighty-four percent of Gen Z and millennial daters say rising costs have affected their dating lives, leading some to date less, choose less expensive or free activities—or stop dating altogether.
• The Cost of Keeping Up: Seventeen percent have gone into debt or asked friends or family for money to date.
• A New Kind of Chemistry: Half of daters say financial compatibility has mattered more than romantic chemistry when deciding whether to continue seeing someone.
• The New Rules of Romance: Thoughtfulness is beating extravagance, but expectations around spending and who pays remain anything but settled.