Some 56% of Americans say rising costs have reduced how often they go on dates, including 27% who say they've stopped dating altogether to save money, according to new research commissioned by Maison Louis Jadot and conducted by Morning Consult. That 56% includes 27% who say they've stopped dating altogether to save money.

At the same time, 46% say at least some of their tax refund will go toward their love life, signaling a growing link between financial flexibility and romantic spending.

• Many Americans are scaling back or making trade-offs to afford it. More than half (52%) say they are cutting back in other areas, most commonly shopping for personal items (30%), nights out with friends (27%) and even groceries or takeout (25%), to make room for dating costs.

The findings come as Louis Jadot launches 'The Loveflation Edit,' a new campaign exploring how inflation, tax refund season and tightening budgets are reshaping modern romance, in partnership with personal finance expert Farnoosh Torabi, host of the So Money podcast. Torabi will further unpack these trends in a special Tax Day–timed episode of her podcast airing Friday, April 10.

"Date night hasn't lost its magic. If anything, it reflects a more intentional approach to modern romance," said Jennifer Fritz, U.S. Brand Director for Louis Jadot. "Consumers are choosing to invest thoughtfully, gravitating toward moments that feel elevated, meaningful, and genuinely worth savoring. Luxury today isn't about excess; it's about creating memorable experiences that feel curated and beautifully personal."

Dating Is a Financial Decision
The survey also points to a growing income divide in modern dating behavior. Among Americans earning under $50,000, 33% say they have stopped dating entirely to save money, compared with just 15% of those earning $100,000 or more. Younger adults are also feeling the pressure, with 62% of Gen Z and Millennials saying rising costs have changed how often they go on dates.

For Louis Jadot, those findings underscore a broader cultural shift: people still want connection, but they are moving away from flashy, high-pressure spending and toward choices that feel more intentional.

That is the idea behind The Loveflation Edit, encouraging consumers to rethink romantic overspending this Tax Day and focus on the parts of date night that create real connection.

Quality and Value Are Winning
As consumers rethink what feels financially worthwhile in the name of romance, the survey shows a clear preference for choices that are meaningful rather than showy.

When choosing wine for a date, respondents prioritize taste (36%), staying within budget (27%) and pairing well with food (26%). Just 9% say it matters that the wine "looks impressive." This indicates that consumers still want date night to feel special but are looking for wine choices that deliver taste and go well with their meals, without pushing the night into excess.