Saving Money is Sexy and It’s OK to Use a Coupon to Pay for a First Date

WASHINGTON, JUNE 18, 2014 — Is saving money sexy? Millions of Americans think so. A recent online survey conducted by Harris Poll on behalf of LivingSocial found that approximately 110 million Americans (46 percent) think it is fine to use a coupon on the first date. The survey of over 2,000 U.S. adults (ages 18+) was performed in April 2014 to learn about dating trends in the United States. According to the survey, only 13 percent of Americans feel it is never acceptable to use a coupon on a date. Both men (86 percent) and women (88 percent) overwhelmingly agree that using a coupon is acceptable dating etiquette. Those with higher household incomes (above $100,000) were more likely to say it’s acceptable than those with household incomes less than $50K (90 percent vs. 84 percent).

The survey also provided insight into the different dating habits of Americans, showing that grandpa may be going on more dates than anyone else in the family. Surprisingly, men age 65 and older (26 percent) are more than twice as likely as men ages 35-64 (11 percent) to go out on 5-10 dates per month. For the ladies, the most frequent daters are women ages 18-34 (average of 3 dates per month). In addition, the survey found that married people are more likely to go on dates than unmarried people (76 percent vs. 50 percent).

Other notable results from the survey include:

  • More Than Dinner and a Movie—While going out for a meal is still popular, more than 100 million Americans prefer getting outside on a date (e.g., hiking, biking, visiting a beach or park, etc.). The top seven dating activities are (by rank):
    1. Meal (84 percent)
    2. Movies (57 percent)
    3. Doing something outdoors (42 percent)
    4. Live music/Concert (39 percent)
    5. Drinks/Cocktails (37 percent)
    6. Museum/Cultural activity (28 percent)
    7. Dancing (17 percent)
  • Dating Differs by Region—People in the West are more likely than those in other regions to prefer more active dates such as dancing and outdoor activities, while people in the Northeast prefer concerts, and meeting a date for cocktails is popular across all regions.
  • Saving Money can be Sexy—One in ten women (12 percent) ages 18-34 say frugality is sexy in a partner.

“There’s no shame in getting a good deal on a good time, whether you’re a married couple out on a scheduled date night, a recent college grad trying to save a few bucks, or a grandpa out on the town,” said LivingSocial’s resident shopper Elizabeth Hebda. “From boating in Boston to hot air balloon rides in San Diego, we work with our merchant partners to bring customers the best deals on fun things to do in cities around the country. LivingSocial would love to know about the adventures you’re having wherever you live. Share them with us on FacebookTwitter, or Instagram and tag them #socialsummer!”

Survey Methodology

This survey was conducted online within the United States by Harris Poll on behalf of LivingSocial from April 28-30, 2014 among 2,060 adults ages 18 and older. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, please contact

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