Holiday romance is starting to look less like mistletoe magic, and more like a budget battle. According to Intuit’s Cuffing Economy Report, financial stress is significantly shaping the way consumers are choosing (or not choosing) to invest in love and dating this holiday season.
There’s no question that today’s economic climate, marked by inflation and uncertainty, has the majority of Americans feeling financially strained. As we transition into peak spending season, many are forced to find ways to cut back over the holidays, which for some even extends to their love lives.
Opting Out in Order to Save
With the onset of colder weather, there’s an annual societal pressure, often referred to as “cuffing season”, that it’s time to cozy up with a partner. This could be why 39% feel obligated to spend more on dating during the holidays, with Gen Z feeling it most at 44%.
However, some are rethinking their holiday dating plans because they don’t feel like the price tag is worth it.
- Nearly one in three (32%) said they would rather stay single and save money than splurge on holiday gifts or festive date nights.
- A quarter of Americans even said they are actively avoiding dating during the holiday season to save money, an approach most common among men (32%).
The Cost of Holiday Gifting
Despite the desire to save, our data shows that gifts still hold significant weight in relationships, and can even serve as a commitment test. In fact, 38% feel that how much someone spends on a holiday gift is indicative of how serious they see the relationship. With expectations high, 43% admit they have previously spent more on holiday dates or gifts than they were comfortable with, led by men (51%) and Gen Z (47%).
If you find yourself wondering why you haven’t received your gift yet, or even a text back for that matter, you’re likely not alone. Many are finding less-than-romantic work-arounds to save some cash during the holidays.
- 20% admit to ghosting or breaking up with someone before the holidays just to get out of buying them a gift, a strategy nearly 10% more common in men than women (25% versus 16% respectively).
- Over a quarter (28%) admit to regifting something to a new partner in order to stay within their budget.
How to Stay In Love and Out of The Red This Holiday Season
The holiday season, while a time for connection, is clearly putting financial stress on romantic relationships, leading to tough choices and sometimes unexpected outcomes.
When it comes to saving money on gifts this year, consider different ways to find low-cost options and deals. That could mean spending the day at thrift stores or antique shops for cheaper, one-of-a-kind finds, or having your list ready in time for Black Friday sales so you can snag the best price early on. Ultimately, thoughtfulness will go farther than any material gift, so instead of an expensive date night out, cooking a special meal at home can be even more meaningful, and easier on your wallet.
Intuit can also be your solution for seasonal spending stress. Whether it’s using Credit Karma to prevent credit score drops from excessive shopping or tracking your business’s holiday-related expenses in QuickBooks, Intuit empowers users to celebrate love while maintaining their financial well-being. TurboTax can also identify smart deductions for side hustlers and small business owners, from client gifts to travel, so seasonal spending can actually work in your favor.
Methodology
In September 2025, Intuit commissioned an online survey of 1,500 U.S. consumers ages 18-28 (Gen Z), 29-44 (Millennials), and 45-60 (Gen X). The survey focused on uncovering consumer trends and insights among these demographics, with a particular emphasis on the real financial experiences of today’s consumers to uncover the intersection of romance and money—revealing what really matters when it comes to modern dating. Percentages have been rounded to the nearest decimal place, so values shown in data report charts and graphics may not add up to 100%. Responses were collected using Pollfish audience pools and partner networks with double opt-ins and random device engagement sampling to ensure accurate targeting and results. Respondents received remuneration.