
Saving may be making a comeback, but it still hasn’t gotten its sexy back, particularly if you’re a man. (New York Times, 22 August, 2010)
In June, ING Direct, a research company, asked 1,000 people which words would come to mind if someone was fixing them up on a blind date with someone described as frugal.
Just 3.7 percent answered “sexy,” while 15 percent picked “boring” and 27 percent chose “stingy.” And, 49% answered, "smart."
So, how best to broadcast your financial values and seek significant others who share your approach without coming off as a tightwad or a gold digger?
In the olden days, “there was this idea that men were very frugal,” said Ms. Epstein, 33, who posts copies of some of the ads she’s dug up at advertisingforlove.com. “You were going to work hard and save your money, and then by doing so, you would be able to support a wife in comfort. I do see a lot of ads saying ‘I’ve been wrapped up in business all this time and now I can support a wife comfortably.’ ”
These days, EHarmony crunched the numbers on 30 million matches it made in July and found that both men and women were 25 percent more likely to have a potential mate reach out to them if they identified themselves as a saver rather than a spender. Curiously, however, 56 percent of men in the ING Direct survey gave “smart” as their favorite answer while just 42 percent of women did. (The numbers were similarly flipped on stingy: 33 percent of women labeled the potential mate that way, while just 20 percent of men did.)
“My suspicion is that the value of frugality depends on whose money will presumably be spent,” said Reuben Strayer, 34, a physician in Manhattan who does not broadcast his profession or true income in online personals. He always pays for the first date and does not object to providing for a wife one day, he adds; he just doesn’t want to attract the kind of woman who is specifically looking for someone who will do so.
But even if many men still make more money than women and are wary of mates who would want them to spend it, they may not want to advertise it. “Frugality may or may not have anything to do with how much he loves you,” said BJ Gallagher, 61, an experienced online dater and author of several self-help books for women. “But for a lot of women, love looks like ‘Take care of me and give me things.’ ”

