Many single Americans who view income as crucial to a lasting relationship now expect their partners to pull in at least six figures, according to fresh data from Northwestern Mutual's 2026 Planning & Progress Study. The findings underscore how financial expectations are shaping modern romance, even as fewer young people are actively dating.
The survey, which polled a broad cross-section of U.S. adults, found that respondents who consider salary important in a partner expect an average annual income of $139,000. That figure, however, varies sharply by gender and generation.
Gender and Generational Gaps
Women hold the highest bar, expecting a prospective partner to earn $172,000 per year. Men, by contrast, are more modest, setting the threshold at $101,000. This disparity reflects ongoing societal pressures and economic realities that often place higher earning expectations on men in relationships.
Generational differences are equally striking. Millennials (ages 30 to 45) have the loftiest expectations, demanding $160,000 annually. Gen Z (ages 18 to 29) follows at $135,000, while Gen X (ages 46 to 61) expects $123,000. Baby Boomers (ages 62 and older) are slightly higher than Gen X, at $125,000.
Despite these numbers, the study offers a silver lining for those not earning six figures: a majority of singles (59%) say a potential partner's income isn't a decisive factor in their search for love.
A 'Dating Recession' Emerges
The financial expectations come as recent reports indicate that young Americans are dating less in 2026, a trend industry experts have dubbed a dating recession. According to the Institute for Family Studies, only 31% of Americans aged 22 to 35 are actively seeking relationships or going on at least one date per month.
Among those who are dating, some are resorting to financial fabrications to attract partners. A 2025 Credit One Bank survey of 1,000 Gen Z and millennial adults found that more than half admitted to lying about or exaggerating their finances to someone either online or in person.
These dynamics are playing out against a broader backdrop of economic uncertainty and shifting social norms, which may be influencing how singles evaluate potential partners. As political discourse increasingly touches on economic inequality, the role of income in personal relationships remains a contentious issue.
Northwestern Mutual's findings add to a growing body of research on how financial considerations intersect with romance, and they suggest that for many, love may indeed have a price tag.
