Too expensive to date: how cost of living pressures are derailing the quest for love

More than one in three Australians admit they have spent more than they intended on a date to impress their partners or a new love interest. A Finder survey of 1,070 people found 14 percent have spent more than they could afford on dates, while a further 21 percent say they have also gone over budget but could afford to do so.

Finder’s money expert, Rebecca Pike, said: “Millions of people are finding that their simple quest to find love is derailing their financial wellbeing. Aussies have less disposable income in general due to the cost of living crisis, and spoiling a potential love interest or overspending on a date is adding to the money stress.”

The research found younger singles were more likely to go over budget on dates, with 23 percent of Gen Z respondents and 22 percent of Millennials spending more than they could afford versus just seven percent of Gen Xers and five percent of baby boomers.

Ms Pike said Aussies should start with simple, affordable dates with someone new.

“’Fake it until you make it’ is a risky dating strategy. You may get stuck with some spending habits and decisions that you’re paying off long after the romance has fizzled out.”

While many Australians are prepared to go over budget to woo a beau or belle, another survey shows some people are becoming less inclined to shout a round or pick up the bill when dining out and socialising with family and friends.

A survey of 2,000 Australians by NAB Economics found 54 percent prefer to split the bill these days, with this figure rising to 72 percent among 18 to 29 year-olds.

“Young Australians are embracing ‘loud budgeting’ and getting more comfortable with talking about their financials,” said NAB personal everyday banking executive, Kylie Young. “It isn’t surprising that extends to splitting the bill, as they confidently step away from the social pressure of ‘shouting a round’.”

The majority of older Australians are still paying for each other, with only 32 percent of over-65s saying today’s high cost of living made them more inclined to split the bill. Interestingly, splitting bills is least common among low-income earners (39 percent) and more common among high–income earners (63 percent). When separating the bill, almost four in 10 prefer one person to pay and the others to transfer their share. About three in 10 prefer to pay their share with a debit or credit card.

The boom in casual footware ushered in by the pandemic has ended, a potential problem for companies such as Adidas that benefited from the shift to less formal clothing, Bank of America says.

The casual footwear business has been on the ropes since mid-2023 as people began returning to office.

Analyst Thierry Cota wrote that while most downcycles have lasted one to two years over the past two decades or so, the current one is different.

It “shows no sign of abating” and there is “no turning point in sight,” he said.

Adidas and Nike alone account for almost 60% of revenue in the casual footwear industry, Cota estimated, so the sector’s slower growth could be especially painful for them as opposed to brands that have a stronger performance-shoe segment. Adidas may just have it worse than Nike.

Cota downgraded Adidas stock to Underperform from Buy on Tuesday and slashed his target for the stock price to €160 (about $187) from €213. He doesn’t have a rating for Nike stock.

Shares of Adidas listed on the German stock exchange fell 4.5% Tuesday to €162.25. Nike stock was down 1.2%.

Adidas didn’t immediately respond to a request for comment.

Cota sees trouble for Adidas both in the short and long term.

Adidas’ lifestyle segment, which includes the Gazelles and Sambas brands, has been one of the company’s fastest-growing business, but there are signs growth is waning.

Lifestyle sales increased at a 10% annual pace in Adidas’ third quarter, down from 13% in the second quarter.

The analyst now predicts Adidas’ organic sales will grow by a 5% annual rate starting in 2027, down from his prior forecast of 7.5%.

The slower revenue growth will likewise weigh on profitability, Cota said, predicting that margins on earnings before interest and taxes will decline back toward the company’s long-term average after several quarters of outperforming. That could result in a cut to earnings per share.

Adidas stock had a rough 2025. Shares shed 33% in the past 12 months, weighed down by investor concerns over how tariffs, slowing demand, and increased competition would affect revenue growth.

Nike stock fell 9% throughout the period, reflecting both the company’s struggles with demand and optimism over a turnaround plan CEO Elliott Hill rolled out in late 2024.

Investors’ confidence has faded following Nike’s December earnings report, which suggested that a sustained recovery is still several quarters away. Just how many remains anyone’s guess.

But if Adidas’ challenges continue, as Cota believes they will, it could open up some space for Nike to claw back any market share it lost to its rival.

Investors should keep in mind, however, that the field has grown increasingly crowded in the past five years. Upstarts such as On Holding and Hoka also present a formidable challenge to the sector’s legacy brands.

Shares of On and Deckers Outdoor , Hoka’s parent company, fell 11% and 48%, respectively, in 2025, but analysts are upbeat about both companies’ fundamentals as the new year begins.

The battle of the sneakers is just getting started.

Too expensive to date: how cost of living pressures are derailing the quest for love

The ‘fake till you make it’ approach to impress a date is a risky strategy for many, experts warn

The pandemic-fuelled love affair with casual footwear is fading, with Bank of America warning the downturn shows no sign of easing.