Could the generation accused of turning its back on the traditional night out end up helping the British pub?

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It sounds unlikely. Young consumers are watching what they spend, drinking habits are changing and pubs across Britain are fighting for customers. You might assume that Gen Z's growing preference for cheaper dates would add to the problem.

But there is another way of looking at it.

Our latest research at VistaPrint found that seven in ten Gen Z daters are now more likely to choose a lower-cost date, such as coffee or a walk, over a more expensive option than they were a year ago. Yet they are not dating less. Nearly six in ten say they are dating more frequently than they were a year ago, with Gen Z dating or meeting potential partners almost five times a month on average.

The expensive, high-stakes first date is competing with something simpler: meet for a drink, grab a coffee and see if there is a spark. If there is, there is always another date.

For a generation under financial pressure, it makes sense. And surprisingly, cheaper........

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