Key Takeaways

No one opens a dating app thinking, “Ah, yes, I can’t wait to spend money!” But in a recession? That paid feature or ping might just be the most cost-effective social outing a dating app user gets all week — especially in a looming recession.

It’s funny how an economic downturn has a real way of revealing what we, as humans, actually value. When we’re clutching your wallet a little tighter, the $18 cocktail loses its charm. That Uber to the bar starts feeling like a tax on your loneliness. Even the prospect of splitting a $90 dinner bill with a date feels like a luxury few can justify in today’s uncertain economy.

But still, people want to date. Instead of people retreating from dating altogether during hard times, history — and even more accurately, data according to Time Magazine — shows they lean into it more. Especially online. I know I do. That bodes well for those in the dating industry. 

Why Economic Hardship Drives People Toward Online Dating

Dating apps reported an increase in user activity during the Great Recession in 2008. Remember Craigslist personals postings and eHarmony.com? Back then, these sites reported that even in times of huge financial crises in America, they saw a 20% increase in their number of users. Match.com saw an even larger spike as memberships were 22% higher in December of 2008 than they were the previous year.

Wouldn’t people seek to save money any and everywhere they could during a recession? Well, it looks like when everything else is uncertain — jobs, rent, being unable to find a carton of eggs — there’s one thing humans still crave: connection. Only now, folks crave it in ways that won’t drain their bank accounts. That means fewer expensive nights out and more time spent on dating apps. With layoffs piling up, inflation refusing to chill, and a general vibe of something’s not right, online dating might just be the most unaffected industry out there.

In fact, I’d argue that the next 12 to 24 months offer those in the dating industry both market opportunity and a way to show that your brand is, in fact, credible. But before you celebrate swiping as recession-proof, it’s worth pausing to ask what, exactly, you’re walking back into.

The Catch: Users Expect More Than Ever

Let’s start with the good news. Recessions predictably change consumer habits, and that includes ways that benefit digital platforms. When disposable income shrinks, social outings become harder to justify. Dating apps, especially those with free tiers like Bumble or Hinge, suddenly look like a value play. Dating app users swiping from the couch in their pajamas costs nothing. Plus, it’s the kind of escapism people are more likely to indulge in when the rest of their life might feel on the fritz. 

There is also just a general need for meaningful connection. Pew Research found that 47% of U.S. adults say dating has gotten harder in the past 10 years, and 61% of single adults report feeling pressure to find a partner, pressures that only get harder during economic instability. Loneliness becomes more acute when people are unemployed, underemployed, or stretched thin. Enter an opportunity to help folks and grow dating brands, too.

Of course, it’s not going to be all flowers and daisies. When things are going well, consumers are more likely to spend freely and complain less loudly. But when the economy tightens, so do their wallets. That scrutiny is already visible in the dating space. 

Dating app users aren’t just going to spend on premium tiers, boosts, and paywalls. They want real value, and if apps aren’t clear on what they’re selling, users aren’t going to bite. Sure, many users are still willing to invest in “finding the one,” but only if it actually adds value to their dating lives. 

If it were me being charged $29.99 a month, the experience better feel like more than a repackaged version of the free tier with a couple of icons slapped on top. And I am sure other dating app users would agree. 

In-app spending hasn’t gone away, though. According to recent data, while dating app downloads declined slightly in 2023, in-app spending still reached over $5.6 billion globally, driven mostly by a small subset of users who really are looking to meet their match. But if dating industry experts really want to keep that spend going, there’s only one thing to do — continue to meet the expectations of dating app users.

Building Trust and Real Value in a Post-Swipe Era

Back in 2008, when online dating was still just a few sites and folks warned of its danger on Dr. Phil, swiping hadn’t yet become truly integrated into our lives. Now, 18 years later, folks using dating apps have much higher expectations, and of course, choice paralysis in the app they choose to use. So if we’re going to meet the demand and grow, we’d better be charging for really good features.

And if the industry wants to meet this moment, it’s going to take more than optimizing engagement metrics. You need to rethink how you define value — and how you deliver it.

Right now, premium tiers are often bundled with features like read receipts, visibility boosts, and unlimited swipes. Not only are these features hard to trust, they don’t solve for what users actually want, like better quality matches, less ghosting, and real outcomes. In a recession, premium has to mean worth it. That means features that genuinely improve experience, not just extend time on an app.

As a dating app user, if I had access to relationship coaches, AI-powered profile audits or even real matchmakers, I know I’d be willing to pay more. And others would, too. In one study, 83% of users surveyed said they are looking for emotional maturity in a partner, not just attraction, and 72% of respondents said they would pay for better filtering tools to find it. Why not create those tools?

The whole point of this industry, after all, is to help users find what they’re looking for. A recession should not be a license to exploit vulnerability. 

It’s time to revisit the ethics of your pricing strategy. Maybe ask: Would I feel good about charging this amount if I knew the user had just been laid off? Would I be proud to explain this business model to someone who feels like the app is their only hope of connection?

Transparency builds trust. And in the current market, that might be your brand’s most valuable asset.

We are no longer in a phase where dating apps can get away with doing the bare minimum. The novelty of swiping has worn off. The “endless options” myth is no longer. People are tired of dating feeling like a second job (with no benefits package, either.) And it’s our job to make it feel less so, especially now.

Product teams and brand leads try to reimagine dating apps not as gamified marketplaces, but as safe spaces for connection, community, and, of course, finding love. Because, like it or not, that’s how many people use them.

If we want this industry to grow and survive the scrutiny of a more cash-strapped user base — we need to build platforms that are actually worth staying on. Not just because people are lonely, but because they believe the app might actually help them find something real.

And if we do our jobs right, they will.