Love Does Cost a Thing: 1 in 3 Canadians Going on Fewer Dates Due to Economic Conditions, TD Survey Finds
36% of Gen Z is choosing less expensive dates, well above the national average of 29%
TORONTO, Feb. 3, 2026 /CNW/ - Canadians are swiping left on the price of finding love. A new TD survey reveals nearly three in 10 Canadians (30%) are now going on fewer dates because they're expensive, while 29% are switching to more low-or no-cost date options instead. Gen Z is most likely to opt for frugal dates at 36%.
The current economic climate is also influencing pillow talk, with 1 in 4 Canadians (25%) polled now prioritizing financial transparency earlier in their relationships and another 22% focusing on partnering with someone who shares their perspective on finances. Other impacts on love lives include:
- Prioritizing finding a partner who's good with their money (18%)
- Prioritizing finding a partner with a secure financial standing (16%)
- Arguing more with my partner about money (11%)
- Putting off considering having kids (9%)
"As Canadians navigate an evolving economic landscape, we're seeing a meaningful shift in priorities," says Jeet Dhillon, Senior Portfolio Manager at TD Wealth. "Adapting to these realities within relationships means reassessing what truly matters—whether that's how we spend, save or connect with one another."
Tell Me Lies: Gen Z Doesn't Like Financial Secrets, But Is Most Likely to Keep One
While more than half of Gen Z Canadians (54%) surveyed ranked lying about money as their top financial relationship dealbreaker, four in 10 (40%) admitted to keeping a financial secret from their partner – 13% higher than the national average. Gen Z also leads the way in maintaining separate bank accounts in relationships, significantly outpacing the rest of Canadians (54% vs. 32%).
As economic uncertainty continues to reshape daily life, nearly one in four Gen Z Canadians are now placing greater emphasis on seeking partners with sound financial habits (24% compared to 18% of other generations). For the second straight year, the majority of Gen Z (51%) would want their partner to sign a prenup if they get married or enter a common-law relationship, soaring above the national average (28%).
We Don't Talk About Money Anymore
Canadians are making financial transparency a dating essential. More than half (52%) of respondents say it's a big factor when choosing a partner, along with spending habits (51%), having similar financial goals (51%) and debt levels (41%).
Openness is also crucial when it comes to top financial relationship dealbreakers among Canadians:
- Lying about finances (53%)
- Bad spending habits (43%)
- Never offering to pay for anything (41%)
- Making risky investment decisions (28%)
- Refusing to save for mutual goals (25%)
Despite a demonstrated desire for financial clarity, two in five Canadians (39%) say they only had the 'money talk' with their partner after moving in together or reaching even later milestones, such as getting married or entering a common-law arrangement. Another 15% haven't had the conversation at all.
Perhaps it's no surprise that a whopping 35% of Canadians admitted they don't have a shared budget with their partner and, among those who do, three in 10 (29%) struggle to stick to it.
"With 35% of Canadians wanting a shared financial plan with their partner, it's clear that transparency and boundaries around money are top of mind for singles and couples alike," added Dhillon. "Building a strong financial future together starts with honest conversations and professional advice to help lay the foundation for lasting resilience."
TD resources include:
- TD Personal Bankers and TD Wealth advisors are available across the country to offer financial advice and help customers with decisions around money matters, personal finances and investments to help achieve their unique financial goals.
- Using TD Goal Builder, a TD Personal Banker can provide customized advice to help customers work toward their financial goals, whether they're saving for retirement, a child's education, a home or another major purchase.
- For TD customers, take control of your savings and spending with the TD MySpend app, the tool that gives financial control – and confidence – right at your fingertips. Track your daily and monthly cash flow from your TD accounts, create a wish list of savings goals and get insights to help you make these goals happen.
- The TD Ready Advice Hub has information and articles available on a variety of financial topics including investing.
- If you're looking to get started with self-directed investing, TD Easy Trade™, TD's easy-to-use mobile app lets you start trading with a few taps. And with partial shares trading in the TD Easy Trade™ app, you can own a piece of the companies you love by investing any dollar amount you want. Your starting investment could be less than what you might pay for a cup of coffee.
About the TD Survey:
This TD survey, conducted using the Leger Opinion panel, ran from January 9th to 13th, 2026, with a nationally representative sample of 1,502 Canadian adults. The results have been weighted by age, gender, and region (and in Quebec, language) to match the population, according to Census data. For comparison purposes, a probability sample of 1,500 has an estimated margin of error (which measures sampling variability) of ±2.5%, 19 times out of 20.
About TD Bank Group
The Toronto-Dominion Bank and its subsidiaries are collectively known as TD Bank Group ("TD" or the "Bank"). TD is the sixth largest bank in North America by assets and serves over 28.1 million clients in four key businesses operating in a number of locations in financial centres around the globe: Canadian Personal and Commercial Banking, including TD Canada Trust and TD Auto Finance Canada; U.S. Retail, including TD Bank, America's Most Convenient Bank®, TD Auto Finance U.S., and TD Wealth (U.S.); Wealth Management and Insurance, including TD Wealth (Canada), TD Direct Investing, and TD Insurance; and Wholesale Banking, including TD Securities and TD Cowen. TD also ranks among North America's leading digital banks, with more than 13 million active mobile users in Canada and the U.S. TD had $2.1 trillion in assets on October 31, 2025. The Toronto-Dominion Bank trades under the symbol "TD" on the Toronto Stock Exchange and New York Stock Exchange.
SOURCE TD Bank Group
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