A small but influential group is rewriting the playbook for spending in America. Known as DINKs — Dual Income, No Kids — these couples are becoming a key force in discretionary spending, according to a recent Harris Poll survey.
With the advantage of two incomes and freedom from childcare costs, they are prioritizing experiences and personal growth over traditional milestones like parenthood, offering a glimpse into how values and financial strategies evolve during unprecedented economic times.
Brass Tacks
The term DINK first gained traction in the 1980s but has seen a resurgence in the era of TikTok, Instagram and other social media platforms, where younger couples share their child-free, experience-rich lifestyles. While DINKs represent just 5% of the population, their financial choices wield significant influence — 61% of them report household incomes exceeding $100,000, far outpacing the 41% of all Americans in that bracket.
This translates into a striking difference in lifestyle. DINKs spend four times more on dining out every month compared to the average American ($816 vs. $215) and allocate nearly twice as much to vacations, investing an average of $2,000 per trip. Their spending patterns are geared toward luxury, personal growth and spontaneity — traits that many say are enabled by their choice to remain child-free.
“As a DINK, I have more time and resources to pursue hobbies and personal interests,” said one respondent in the Harris Poll survey.
The Economics Behind the Trend
The rise of DINKs reflects broader economic and cultural shifts.
Parents face higher financial obligations, with the cost of parenthood estimated at over $310,000 on average. In contrast, DINKs benefit from greater financial flexibility, allowing them to invest more in personal growth and experiences. With rising student debt, high housing costs and inflation, many young Americans face economic pressures that make the traditional path to parenthood less financially feasible.
The median net worth of childless couples reached $399,000 in 2022, over $150,000 more than that of couples with children, according to the Federal Reserve’s Survey of Consumer Finances.
Financial pressures are also reshaping relationship dynamics, with many young Americans turning to cohabitation as a pragmatic solution. Nearly 60% of singles in the poll say they considered moving in with a partner to share expenses, while 79% of those already living with their partner report significant financial improvements.
That financial advantage highlights how economic realities are reshaping family planning. For many millennial and Gen Z couples, delaying or foregoing parenthood may be just as much about rejecting traditional values as it is about ensuring financial stability in uncertain times.
Ninety-one percent of Gen-Z & millennial DINKs concur: “Without children, I have more disposable income to invest in myself and my partner,” according to the poll.
Experience Rich
A defining feature of DINK households is their emphasis on experiences over possessions. Eighty-eight percent of survey respondents said they use their income to invest in themselves and their partners, while 84% cited personal growth as a major priority. This ethos aligns with the rise of experience-based spending, which has been accelerating in industries like travel, wellness and dining.
The flexibility afforded by this lifestyle also allows for frequent travel and spontaneity — 76% of DINKs say their child-free status enables them to explore the world on their terms, while 79% credit it with enabling career and lifestyle aspirations.
Furthermore, from physical and mental health to social lives and romantic relationships, DINKs consistently rate their well-being above parents and the general population. Per the poll, DINKs rate their satisfaction with their romantic relationships and mental health at 88% and 83% respectively, compared to the 76% average for all Americans on both counts.
What’s Next?
While the DINK lifestyle is often temporary — 65% of the polled Gen Z and millennial DINKs said they plan to have children eventually — it reflects a significant cultural and economic moment. These trends are redefining what it means to live well, influencing markets and reshaping cultural norms around family, work and financial freedom.
“The rise of DINKs isn’t a rejection of parenthood — it’s a generation’s response to economic trauma, turning financial security into the ultimate luxury,” said Libby Rodney, Chief Strategy Officer at Harris Poll.
