- Rising costs are reshaping dating habits, with 30 per cent of Canadians going on fewer dates and nearly as many choosing low‑ or no‑cost options, especially Gen Z
- Financial transparency is becoming a key relationship priority, as Canadians seek partners with aligned money habits, though many still delay important money conversations
- Gen Z shows the biggest contradictions, valuing honesty about finances yet being the most likely to keep money secrets and favoring prenups at more than double the national rate
- Toronto-Dominion Bank stock (TSX:TD) opened trading at C$129.65
Love may be priceless, but dating certainly isn’t—and for many Canadians, the rising cost of living is putting a damper on romance. A new TD Bank (TSX:TD) survey reveals that nearly three in 10 Canadians (30 per cent) are cutting back on dating because it’s simply too expensive, while another 29 per cent are intentionally opting for low‑ or no‑cost date ideas. Gen Z leads the shift, with 36 per cent choosing frugal outings over traditional spend-heavy dates.
But the impact of inflation isn’t limited to restaurant bills and movie tickets. According to the survey, the current economic climate is now shaping relationship priorities, conversations, and even arguments.
One-quarter of Canadians (25 per cent) say they’re prioritizing financial transparency earlier in their relationships, while 22 per cent are seeking partners who share similar financial values. Others say money stress is altering major life decisions:
- 18 per cent now prioritize finding a partner who manages money well
- 16 per cent seek someone with secure financial footing
- 11 per cent report arguing more with their partner about money
- 9 per cent are delaying decisions about having children
“As Canadians navigate an evolving economic landscape, we’re seeing a meaningful shift in priorities,” said 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.”
Gen Z: Most concerned about financial honesty… but most likely to hide something
The survey also exposes a generational contradiction: although 54 per cent of Gen Z say lying about money is their biggest financial dealbreaker, 40 per cent of them admit to keeping at least one financial secret from a partner—13 percentage points higher than the national average.
Gen Z Canadians are also far more likely than their older counterparts to keep separate bank accounts in relationships (54 per cent versus 32 per cent) and to seek partners with solid financial habits (24 per cent versus 18 per cent).
Their desire for financial security extends to long-term commitments: for the second year in a row, a majority of Gen Z (51 per cent) say they would want a partner to sign a prenup before marriage or common‑law partnership. Nationally, that number sits at just 28 per cent.
“We don’t talk about money anymore”—But Canadians say we should
Despite the growing emphasis on financial compatibility, many couples admit they avoid conversations about money longer than they should.
More than half of Canadians say financial transparency is a crucial factor when choosing a partner:
- 52 per cent cite transparency
- 51 per cent value spending habits
- 51 per cent look for shared financial goals
- 41 per cent consider debt levels
Dealbreakers often come down to honesty and discipline:
- 53 per cent say lying about finances is a red line
- 43 per cent point to bad spending habits
- 41 per cent say never offering to pay is unacceptable
- 28 per cent dislike risky investors
- 25 per cent won’t tolerate refusing to save for mutual goals
Yet two in five Canadians (39 per cent) say they didn’t have their first major “money talk” until after moving in together—or even later, such as getting married. Another 15 per cent still haven’t had that discussion at all.
It may help explain why 35 per cent of Canadians don’t have a shared budget with their partner, and among those who do, nearly 29 per cent struggle to stick to it.
About the survey
The TD survey was conducted through the Leger Opinion panel from January 9 to 13, 2026, polling 1,502 Canadian adults. The sample was weighted by age, gender, region, and (in Quebec) language to reflect national Census data. A probability sample of this size carries a margin of error of ±2.5 percentage points, 19 times out of 20.
About TD Bank
The Toronto-Dominion Bank and its subsidiaries are collectively known as TD Bank Group. TD is the sixth largest bank in North America by assets and serves more than 27.5 million customers. TD had $1.45 trillion in assets on April 30, 2025.
Toronto-Dominion Bank stock (TSX:TD) opened Tuesday trading just over half a per cent higher at C$129.65 and has climbed more than 58 per cent since this time last year.
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