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Brits looking for love are willing to spend over a quarter of the average weekly wage on a first date

07 Feb 2017 03:00

  • Love-struck Brits are willing to splash out up to £132.57 on a first date – including a new outfit (£45.19), grooming (£32.50) and the date itself (£54.88) 
  • This investment in finding love equates to more than a quarter of the average weekly wage (£509)*
  • Rise in app-based dating means a quarter of first dates now last just 15-30 minutes, meaning they cost nearly £6 a minute** 
  • Over a quarter (27 per cent) of female daters are now turned off by men who assume “the man” should gallantly pick up the bill
  • A ‘dating inflation’ trend can be heart-warmingly witnessed with couples spending 140 per cent more on each other after five years of dating

If you’re looking for love this Valentine’s Day you may need a big wallet in addition to a big heart as new research from Barclaycard into the nation’s spend on dating finds the average first date could cost single Brits up to £132.57 – more than a quarter of the average weekly wage.

Whether it’s a romantic meal or cocktails and dancing, a first date itself could set single Brits back as much as £54.88. First daters also splash out an average of £45.19 on a new outfit for the special occasion and £32.50 on pre-date ‘beauty prep’.

Men were found to be more generous, spending 93 per cent more than women on a first date (£71.69 versus £37.13), potentially due to a quarter (24 per cent) favouring a three course meal as their date of choice. Two thirds of women (62 per cent), by contrast, prefer a couple of drinks or quick cup of coffee.

Even though Brits are willing to splash the cash to impress a potential partner, the popularity of app-based dating means the dated themselves are becoming increasingly short. First dates are now more of a ‘brief encounter’ than a meaningful meeting of hearts and minds, lasting a mere 15-30 minutes for a quarter (25 per cent) of Brits. With the average first date costing £132.57, this means love doesn’t come cheap at nearly £6** per minute – more than a long distance phone call.

The age old debate around who should pay the bill still rages with women in 2017 having conflicting ideas about chivalry. Over a quarter (27 per cent) of female daters are now turned off by men who assume “the man” should gallantly pick up the bill, though a whopping 77 per cent find it a big turn off if their date doesn’t offer to pay at least part of the bill on a first date. And in a sign that chivalry is not dead, over two thirds of men (69 per cent) still believe it to be their responsibility to pay the bill on a first date, and a quarter (25 per cent) admit they would feel annoyed if their date offered to split the bill.

And it’s not just first daters who are spending money to impress – couples actually become increasingly generous the longer they stay together. Spending increases with the maturity of the relationship, from £64.44 after six months to £154.40 after five or more years – an inflation of 140 per cent.

Paul Lockstone, Managing Director at Barclaycard, said:

For more information please contact Charlotte Brocklebank on 07725 683214 or “As dates get shorter, we’re reaching further into our pockets to make them count. By spending up to a quarter of the average weekly wage, we’re perhaps hoping for ‘amore’ successful dating experience – but still one where tradition around payment etiquette rings true.

“While the way to a man’s heart is through his stomach, a woman’s appetite for love begins with a couple of cocktails in the hope of finding someone they ‘gin-uinely’ like.”

Charly Lester, Dating Industry Expert, said:

“Thanks to the popularity of apps such as Tinder and Bumble, the dating dynamic has evolved as has the length of the date itself, so single Brits should no longer feel the pressure to splash out on pricy first dates. Dating doesn’t have to be an expensive activity and there are plenty of fun things to do as a couple if you’re short of cash – such as a free exhibition or a street food festival.

“If you do choose an expensive activity for a first date, be prepared to pay for your date too – it's not fair to make someone pay half of an excessively large bill, if they didn't select the venue.”


For more information please contact Charlotte Brocklebank on 07725 683214 or  charlotte.brocklebank@cohnwolfe.com

* Opinium Research carried out an online survey of 2,001 UK adults aged 18+ from 15th to 17th of December 2016. Results have been weighted to nationally representative criteria.
* The data in this release relates to 26th December 2015 and compares it to 26th December 2014.



For more information please contact Linda Yang on 020 3555 5586 or SiyuanLinda.Yang@barclaycard.co.uk

 


* Opinium Research carried out an online survey of 2,001 UK adults aged 18+ from 15th to 17th of December 2016. Results have been weighted to nationally representative criteria.
* The data in this release relates to 26th December 2015 and compares it to 26th December 2014.


For more information please contact Tom Foxton on 0207 116 7285 or tom.foxton@barclaycard.co.uk.

*Average weekly wage figure (£509) taken from ONS data, here: https://www.ons.gov.uk/employmentandlabourmarket/peopleinwork/earningsandworkinghours
** A quarter of Brits go on dates lasting as little as 15-30 minutes (average of 22.5 minutes). With the average date costing £132.57, this could equate to £5.89 per minute (132.57 / 22.5)
The consumer research was conducted by Markettiers Opinion Matters who carried out 1,669 online interviews (7th – 9th February 2017) with a nationally representative sample of UK adults aged 18+.