The time-honoured British tradition of 'going on the pull' – prowling bars and clubs in search of a romantic encounter – appears to be facing extinction. A combination of rampant dating app use and a severe decline in the UK's night-time economy has sounded the death knell for this primal form of courtship, leaving a generation of singles navigating a very different romantic landscape.
The Demise of the Night Out
The evidence of a fundamental shift is stark. A 2025 report from the Night Time Industries Association (NTIA) reveals a devastating picture for Britain's after-dark venues. One in four late-night venues has closed since 2020, amounting to the loss of nearly 800 social spaces. The situation has failed to recover post-pandemic, with the sector shrinking by a further 1.7 per cent between March and June this year alone – a rate of three net closures every week.
This collapse in infrastructure is matched by a change in public habit. NTIA's 2025 consumer research found that 61 per cent of people are going out less frequently than they were a year ago. A mere 16 per cent reported going out more after 10pm. The primary driver is financial; 68 per cent of young people blamed the current economic climate for their reduced social activity, with 53 per cent confirming they are spending less on nights out.
A Sobering Trend and a Sex Slump
For those who do venture out, the experience is changing. The social lubrication once provided by alcohol is diminishing. The latest quarterly Night Time Economy Market Monitor report indicates that nearly half of those surveyed either never drink or do so only once a month or less. Furthermore, 59 per cent felt there is less social pressure to consume alcohol now than in the past.
While positive for public health, this sobriety may be linked to a wider trend of sexual abstinence, particularly among Gen Z. In the US, data analysed by the Institute for Family Studies showed that in 2024, nearly a quarter of people aged 18-29 reported having had no sex in the previous 12 months – a figure that has doubled since 2010. The UK is experiencing a similar trend. A recent poll by Love Honey discovered that Gen Z adults are having less sex than their parents, averaging just 0.7 times per week compared to 1.2 times for Gen X and 0.9 for baby boomers.
The Digital Takeover and Its Discontents
This decline in real-world interaction has been accelerated by the pandemic and cemented by the dominance of dating apps. Ofcom's 2024 Online Nation report highlighted that one in five 18-to-24-year-olds had used a dating app in May of that year, the highest usage of any age group. The appeal is clear: it offers a shield from the immediate humiliation of face-to-face rejection.
However, this digital alternative is not fostering greater satisfaction. Research from the Pew Research Centre identified widespread dissatisfaction, with women often feeling overwhelmed by messages and men feeling insecure due to a lack of them. A 2025 Forbes health survey found that 79 per cent of Gen Z had experienced dating app burnout, with 51 per cent feeling this way often or always.
This has led to a small resurgence in organised IRL events like speed-dating and singles nights. Yet, these lack the raw, unscripted magic of a spontaneous connection made on a dancefloor. The authentic, visceral thrill of 'the pull' – the adrenaline, the uncertainty, the potential for a miraculous first encounter – is being lost, replaced by a curated, and often exhausting, digital courtship process that leaves a generation longing for a connection that feels real.
