Some people are not going out because they lack disposable income, despite stereotypes about being single or antisocial. Dating apps face user retention challenges tied to affordability and limited match quality. BLK, an app for Black singles, is offering $500 gas gift cards to encourage users to go on dates, framing dating as something that should not be priced like a full tank. AAA reports gas prices reached a four-year high over Memorial Day weekend, with average gas at $4.56. Energy price pressures from conflict-related factors may also raise grocery bills. Studies show date costs have risen, many singles have paused dating, and most respondents report financial anxiety, contributing to “soft socializing” and low-cost meetups.
"Dating apps, already struggling to maintain user bases due to enshittification and a lack of quality matches, are contending with this affordability crisis."
"As part of the promotion, BLK is providing $500 gas gift cards to 10 people who download the app and tag three friends in the campaign post across its social channels. "Dating should not have to compete with the price of a full tank," Amber Cooper, BLK's head of brand, said in a statement."
"According to AAA, gas prices hit a four-year high over the Memorial Day weekend, with the average cost of gas now $4.56, up $1.30 from the same time in 2025. The US- and Israel-led war in Iran has spiked energy prices and could also mean higher grocery bills, exacerbating the situation."
"Recent studies show the average cost of a date has increased by 12.5 percent in 2026; 86 percent of US singles have hit pause on their dating life, with 33 percent of people who make under $50,000 per year saying they've stopped dating altogether. A new survey conducted by BLK also found that 77.6 percent of respondents said they feel financial anxiety around dating, with only 12 percent saying they currently date as much as they want."
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