London-based couple Sophia Woodcock and Charlotte Herlihy frequently enjoy date nights out. But with living costs skyrocketing, they have become more selective — and never pay full price.
Woodcock and Herlihy, aged 24 and 26, are both money-conscious — a habit shaped by their student years and reinforced by economic uncertainty. “I’m doing the best I can to save money so that if something did go wrong I’ve got a bit of an emergency fund,” Woodcock says.
For the couple, date-night planning usually starts the day before and involves searching through various websites and apps for discounts. “TikTok is a great resource nowadays,” Woodcock says, noting that they’ve found discounted cinema tickets, free drinks at pubs and cocktail bars, and cheaper tickets to an Agatha Christie play, among other things. When more people are needed to access a deal, they sometimes invite friends so more people can benefit.
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 a real eye-opener, Woodcock says. “I was meant to spend £150 a day doing these activities,” Woodcock says, noting that her and her partner’s discount-hunting can result in them spending a fraction of the price.
Being financially savvy has opened the couple’s eyes to experiences they might have not considered due to the cost, like trying different cuisines. “With dates, they’ve become so the same,” Woodcock says, “whereas this way, it’s really creative.”
THE WIDER TREND
Gen Z are approaching dating in a more frugal way, 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, says you don’t have to spend big to fall in love. She adds that many of Gen Z’s financial habits reflect how traditional milestones are becoming increasingly unattainable.
“They’re struggling with very high student loans, coupled with inflation, higher prices for everything, and not the best job market for the younger generation too,” Francis says.
Any more money saved should support long-term financial goals, Francis says. “If you can put 20% of your income aside to put towards payment of debt, or an emergency fund, or credit card debt, or student loans, or your 401(k), you are absolutely golden.”
KEY TAKEAWAYS
Saving money does not mean staying at home. Spending less can make dating more creative, and discounted experiences have encouraged Woodcock and Herlihy to try things they may never have considered before, from new cuisines to theatre and snowboarding. “People think, to save money, you just have to stay inside,” Woodcock says. “It’s absolutely not the case.”
Redirect savings towards financial security. Every time you get a raise at work, give your savings a raise before you increase your spending. Put that money toward an emergency fund, retirement fund or debt repayment.
Don’t let financial anxiety deter relationships. Francis says being careful with money is smart, but she warns against opting out of dating entirely.
Have a money lesson or story to share? Tell us what worked for you — or what didn’t — by emailing [email protected].
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