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More than ever, people are turning to online dating to find a partner, and older adults are leading the pack in terms of successful online dating. 

A survey published in August 2023 by OnePoll and Forbes1 — which polled 5,000 adults on their dating habits — revealed interesting results when age was considered: 

Singles between the ages of 43 and 58 found the most success with online dating, with 72% of participants reporting their efforts had led to a romantic relationship. 

So, where are all these successful singles over the age of 40 finding their matches?

Data from the Pew Research Center2 found that among daters ages 30 to 49, Tinder, Bumble, and OkCupid were the most widely used dating apps, while daters over 50 preferred Match.com and eharmony (especially among daters over 65). 

In this post, I’ll break down what each of these sites offer to daters over 40: 

For singles 40-49

For Singles 50+

Big takeaway

For Singles 40-49

Despite their bad rap, dating sites are a gold mine of dating for all ages, including Gen X and Y:

OkCupid

What if the vapidity of swiping endlessly on profile photos for casual encounters makes you cringe? Studies show3 that older singles are more keen to flock to sites that emphasize profiles and quality matches for long-term relationship seekers.

OkCupid, used by 28% of online daters ages 30 to 49 and 15% of online daters ages 50 to 64, is particularly appealing to singles in their 40s due to its comprehensive approach to matching for long-term partnership.

Unlike many dating apps that prioritize quick swipes, OkCupid allows users to create detailed profiles that showcase their interests, values, and personality traits and aggressively markets to those looking for serious relationships and marriage. 

OKCupid users build out their profiles by answering user-generated questions (there are thousands of options to choose from, though OKCupid recommends answering between 50-100 to start). These questions are meant to help people learn unique things about you and for you to find daters who share your interests and beliefs.

BBB rating: Not rated

Trustpilot rating: 1.3 / 5 stars

Read our OkCupid review, or get started on OKCupid right now >>

Tinder…Not just for hookups?

Tinder went online in 2012 and maintains the impression in many minds as a casual hookup site. But is that the whole story? 

In a 2017 study published in the International Journal of Environmental Research and Public Health,4 sociologists polled 3,000 Tinder users to understand their top motivations for using the app. Despite its reputation, motivation for casual hookups ranked number 11 out of 13 categories.

Tinder boasts more than 75 million subscribers, and although the Pew Research data show it’s most popular among daters ages 18 to 29, 44% of people ages 30 to 49 reported using the site/app.

However, manage your expectations. Given the platform's skewed age range (18 to 29 highest user volume), women over 40 looking for companionship are likely to encounter partners significantly younger or those seeking more short-term connections.

BBB rating: Not rated

Trustpilot rating: 1.2 / 5 stars

Read our Tinder review, or get swiping with Tinder now for free >>

Is Bumble bumbling?

Pew’s study shows that 24% of online daters ages 30 to 49 use Bumble. For Generation X and older Millennials, who were born in the late 70s and early 80s and grew up during the rise of “woman power” and the archetype of the modern working woman, there is appeal to Bumble’s format of women making the first move. 

Bumble was founded in 2014 by Whitney Wolfe Herd, one of the founders of Twitter, who wanted to give women more power in online dating. Recently, however, Bumble has faced scrutiny over its billboard marketing and changes5 to the platform that now allow men to initiate contact under certain conditions, which may alter the original dynamics that made the app appealing to women.

BBB rating: F

Trustpilot rating: 1.3 / 5 stars

Read our Bumble review, or get matched on Bumble now >>

For Singles 50+

eharmony

eharmony is a standout option for singles aged 40-65+, primarily due to its reputation for fostering long-term, meaningful relationships. 

Launched in 2000, eharmony's matching algorithm is built on an extensive compatibility questionnaire that delves into 32 dimensions of personality, which takes about 20 minutes to complete. eharmony uses the answers you provide to pair you with individuals who share similar values, beliefs, and life goals. 

Singles in this age range often have clear ideas about what they want in a partner. The level of detail and focus on compatibility saves time in the long run and increases the likelihood of finding a truly compatible match.

BBB rating: A

Trustpilot rating: 3 / 5 stars

Read our eharmony review.

Match.com

Established in 1995, Match.com is the grand-daddy of dating applications, with the largest percentage (54%) of singles ages 50-64 signing on. With more than 21 million users in that age range, chances are pretty good that you’ll find a partner who watched all of the “Back to the Future” movies and will agree with you that New Coke was a terrible idea.

While Match allows you to create more comprehensive profiles compared to more modern sites like Tinder and Bumble, the interface looks as if it hasn’t changed much since the ’90s. If you can get past that, there are some clear positives. 

Plenty of features can be accessed for free, like viewing profiles, creating one of your own, and sending ‘winks’ to show interest to potential matches. For those who opt for the paid version, Match offers a six-month guarantee for users who don’t get matches initially.

It is worth mentioning that the Pew Study has limitations. Referring back to the graph, a significant number of singles in older age groups are using other smaller, more niche sites, like these:

Christian dating sitesJewish dating sites
Catholic dating sitesPlenty of Fish
Coffee Meets BagelMillionaire Match

BBB rating: Not rated

Trustpilot rating: 1.2 / 5 stars

Check out our Match.com review or start with Match now >>

SeniorMatch…Honorable Mention

SeniorMatch has a large and active community with about 2.7 million members. This platform is specifically designed for singles aged 45 and above, offering features such as advanced search tools and daily match suggestions, making it a great choice for older adults seeking serious relationships or companionship.

BBB rating: F (for parent company Crunchbase)

Trustpilot rating: 2.6 / 5 stars

Big takeaway

So as a woman over 50, here’s my take: I’m all about efficiency of time, and meeting potential matches online fits better in my busy schedule with work and family than meeting people out in the wild.

I am currently in a serious relationship with a lovely man I met on Bumble that I know I would have never met otherwise, despite living less than 40 minutes away. I find that paying for the subscriptions also accelerated my efficiency, and I was able to date multiple qualified candidates all at once and choose the best man for the job.


SOURCES

  1. “Forbes Health Survey of 5,000 U.S. respondents who have actively dated in the last 5 years,” OnePoll/Forbes Health. August 2023. https://www.forbes.com/health/dating/dating-statistics/
  2. “Key findings about online dating in the U.S.” by Emily A. Vogels and Colleen McClain for the Pew Research Center. https://www.pewresearch.org/short-reads/2023/02/02/key-findings-about-online-dating-in-the-u-s/
  3. “Internet Initiated Relationships: Associations between Age and Involvement in Online Dating,” Journal of Computer-Mediated Communication, Volume 14, Issue 3. April 1, 2009. https://academic.oup.com/jcmc/article/14/3/658/4583567
  4. “Tinder Users: Sociodemographic, Psychological, and Psychosexual Characteristics,” by Juan Ramón Barrada and Ángel Castro. International Journal of Environmental Research and Public Health. 2020 Nov; 17(21): 8047. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7662763/
  5. “Women no longer have to make the first move on Bumble. Will it make the app better?” by Claire Murashima for NPR. May 6, 2024. https://www.npr.org/2024/05/06/1249296671/bumble-dating-apps-women-opening-moves

A 2023 Future Market Insights analysis1 of the doula industry showed a 6% expansion in the market share for doulas and birth coaching businesses. The market for these services is expected to reach $25.7 million by 2033. Many of these birth professionals earn $100,000 or more.

The need for doulas is predicted to rise as states explore programs that would increase access to doula care. The U.S. Department of Health and Human Services2 (DHHS) Office of the Assistant Secretary for Planning and Evaluation (ASPE) published a brief in December 2022 that mentioned federal support to expand the perinatal workforce, which includes doulas and nurse midwives.

As the founder of Parentswarm, an online directory for parent-support professionals, I've had the privilege of connecting with thousands of doulas building thriving businesses.

Along the way, I've observed several key strategies the most successful birth workers employ to reach $100,000 in income or more while maintaining sustainable businesses and personal lives:

Tips from top birth doulas

  1. Claim your online presence
  2. Build trust with social proof
  3. Find your niche
  4. Design services that light you up
  5. Price ambitiously
  6. Teach what you know
  7. Create evergreen products
  8. Nurture past clients
  9. Authentic social media
  10. Set sacred boundaries
  11. Find your mentor
  12. Collaborate with heart
  13. Make referrals a breeze

1. Claim your online presence 

Stake your claim on every corner of the internet where parents might search for support. Start with the biggies: Google My Business, Yelp and Facebook. But don't stop there. Get listed on parent directories like parentswarm.com, neighborhood sites like Nextdoor, and community boards. 

Your online presence is your 24/7 open house, so make it inviting! Craft bios that showcase your personality and expertise, use consistent, professional photos across all platforms, and ensure your contact info is front and center. The goal? When a sleep-deprived parent searches for “best doula near me” at 2 a.m., your warm, trustworthy face is the first they see.

2. Build trust with social proof 

In birth work, trust isn't just nice — it's necessary. Parents are inviting you into one of life's most vulnerable moments. Show them you're worth it with a mountain of social proof: testimonials, reviews, awards, certifications, media mentions and endorsements.

When each contract concludes, make it ridiculously easy for those clients to leave glowing reviews and 5-star ratings by texting them a link directly to the review site on Yelp, Google or a form for your website.

Share these testimonials everywhere: your website, social media, even in your email signature. Post photos (with permission) of you in action, supporting families. Display your certifications proudly; they show your commitment to excellence. 

3. Find your niche 

The doula field is blooming, and that's beautiful. But it also means you can't be the vanilla ice cream of doulas anymore. 

Maybe you're the doula who speaks three languages, perfect for your city's diverse families. Or you specialize in supporting parents through grief, bringing light to dark times.

Perhaps you're the go-to for NICU families or second-time parents seeking a VBAC. Find what lights you up, what problem you solve better than anyone, and own what makes you different. Dive deep, gain expertise, and let your unique flavor shine in your branding.

4. Design services that light you up 

When building your service offerings menu, looking at the websites of others in your field can give great ideas, but to really thrive as a six-figure doula business, focus internally. What brought you to this work? 

Was it the magic of aromatherapy during your own labor? Create a package around that. Obsessed with infant massage and its bond-building power? Make that a centerpiece. Look at your bookshelf—what topics keep calling you? Those are clues.

Think about clients who made you think, “I'd do this for free!” What were you doing for them? Design 5-8 services around what energizes you, fills gaps in your market, and aligns with your superpowers. When you're lit up, clients feel the warmth.

5. Price ambitiously

We're nurturers, so it can feel icky to think about the money. But listen: every family deserves a doula, and every doula deserves to thrive. With more insurance and employers covering our services, families are increasingly seeing the value of paying a premium for the work we offer. 

So, price like the pro you are. Research your market, then go a bit higher. You're not just a hand to hold; you're a skilled professional impacting lifelong health. Include one premium, “OMG, she must be amazing!” package.

It anchors your value high and makes other packages look like steals. For lower-income families, offer a sliding scale or a giving fund sponsored by clients or local businesses looking to support growing families. You can serve all, without selling yourself short, especially if you have a doula certification to back up your high value.

6. Teach what you know 

You're a wisdom-keeper, not just a womb-whisperer. Share that knowledge! Your niche is the perfect launchpad for lucrative courses. Partner with local baby boutiques or hospitals for free space, then roll out workshops like “Hypnobirthing for Skeptics” or “Postpartum Meal Prep Magic.” 

These classes are gold: you earn more serving multiple families at once, and they get to experience your vibe firsthand. Don't stop at parents, either. Other birth workers crave your unique skills.

“iPhone Birth Photography 101” or “Mastering Social Media for Doulas” could be your next hit. Teaching cements your expert status and diversifies your income. Win-win!

7. Create evergreen products 

Reality check: there's only one you, with limited hours and energy. Enter: evergreen products, that earn money without your ongoing work. 

Think e-books like “50 Affirmations for Birth Goddesses” or “The Fourth Trimester Survival Guide.” Pre-film online courses on packing the perfect hospital bag or sibling preparation. Create checklists, trackers, or a labor playlist that parents can buy with a click.

These products showcase your expertise, serve families you can't physically reach, and keep your income flowing even during your well-deserved vacations. It's working smarter, not just harder, doula-style.

8. Nurture past clients 

Your past clients are more than fond memories — they're your ultimate brand ambassadors. Keep that connection alive! Host an annual “Doula Babies” tea party. Picture it: toddlers munching cookies, parents swapping stories, and you, beaming at the little ones you helped welcome.

Use this heart-warming event to share your latest offerings, like sibling doula services or preschooler sleep consulting. Remind them gently that you're always seeking new families to support. They'll leave with full hearts, ready to rave about you to every expectant friend. Your next clients are in their playgroups!

9. Authentic social media 

Forget the algorithm chase. Social media isn't about going viral; it's your digital living room where clients get cozy with your style. 

Pick 1-2 platforms where your dream clients hang out. Then, be unapologetically you. Share a behind-the-scenes of your birth bag prep, your favorite post-birth meal delivery, or a quick tip on perineal healing. Comment on others' posts with genuine insights or encouragement.

You're the empathetic pro; let that personality shine! Consistent, authentic content turns followers into clients who already feel like they know you.

10. Set sacred boundaries 

Doulas, we hold space for others beautifully. Now, let's hold it for ourselves. Boundaries aren't selfish; they're the guardrails keeping you from burnout boulevard. 

Envision your ideal week. Is it no overnight calls? A month off every summer? Two clients per month? Write it down. Sure, babies come when they come, but having a north star helps. Communicate these boundaries upfront in contracts and interviews. Most clients will respect them, even appreciate that you model self-care. When life throws curveballs (hello, surprise twins!), you'll have the reserves to flex without breaking. 

Sustainable boundaries mean you'll be able to continue this work for decades.

11. Find your mentor

Even doulas need doulas — of the business kind. Every birth work leader I know credits a mentor or coach for their success. Why? Birth work is intense, emotionally and logistically.

A seasoned guide gets it. They've navigated the middle-of-the-night texts, the marketing hurdles, the postpartum blues (yours and clients'). They'll share hard-won wisdom, tough love when you're undercharging, and champagne emojis for your wins. They'll remind you why you started when a challenging client has you doubting. 

Investing in a mentor isn't an expense; it's rocket fuel for your confidence, strategy, and bottom line. Find a business coach or mentor. Your future six-figure self will thank you, and you can return the favor in years to come.

12. Collaborate with heart

Our work is rooted in the village mindset, so let's build that village professionally too. Seek out complementary pros—the lactation expert, the postpartum nutritionist, the prenatal chiropractor.

Co-host an Instagram Live on “The First 48 Hours: Boobs, Bellies, and Backs.” Create a podcast miniseries, “Fourth Trimester Dream Team.” Join forces for a charity auction supporting postpartum mental health.

These collaborations are magical. You offer clients a more holistic journey. You cross-pollinate audiences and referrals. Most importantly, you build a network of colleagues who truly get your world. In this heart-centered hustle, community over competition isn't just nice—it's profitable.

13. Make referrals a breeze 

We all want to sing your praises, but life's chaotic, especially with little ones. So, make it toddler-level easy for folks to refer you. Design gorgeous, information-packed brochures and business cards. Leave stacks with OBGYNs, yoga studios, even that boutique with the best nursing bras.

Write shareable social media captions (“Meet @YourName, the doula who got me through 30 hours of back labor with nothing but her magic hands and playlists! 🙌 She's booking for summer: youremail@email.com”).

Draft a referral email they can forward with a click. The easier you make it, the more your phone will buzz with new client inquiries. Effortless referrals? That's working smarter, doula-style.

And there you have it! Your roadmap to not just a six-figure income, but a doula business that's as nourishing for you as it is for the families you serve. It's about showing up authentically, working smarter, and never losing sight of why you began — to make a profound difference, one birth at a time.

If you want to explore other potentially high-earning career opportunities, check out these posts:


SOURCES

  1. “Doula and Birth Coaching Services Market,” by Sudip Saha. Future Market Insights Inc. July 2023. https://www.futuremarketinsights.com/reports/doula-and-birth-coaching-services-market
  2. “Health Resources and Services Administration Announces Availability of New Funding to Support Community-Based Doulas,” U.S. Department of Healthy and Human Services. April 1, 2022. https://www.hhs.gov/about/news/2022/04/01/hrsa-announced-the-availability-of-4-million-for-hiring-training-certifying-compensating-community-based-doulas.html

In my 20 years as a financial advisor focusing in high-earning women, I see how mothers in particular who earn more than seven figures have common habits that help them not just earn high incomes, but invest and grow their assets and wealth.

Tips from millionaire moms

In my experience, high-earning moms:

  1. Maximize their tax strategies
  2. Don’t let kids drain them financially
  3. Don’t flaunt their high incomes
  4. Know that time is money
  5. Realize mental health is important in wealth-building
  6. Watch expense creep
  7. Stay the investing course
  8. Give joyfully
  9. Increase savings as their paycheck increases
  10. Protect their assets

1. Millionaire moms maximize their tax strategies

High-earning moms realize that their tax bill is their largest expense over time, and they focus on maximizing their tax strategies with the help of a financial planner.

2. Millionaire moms don’t let their kids drain them financially

Affluent moms’ high incomes make it much easier to pay a high college tuition or buy a tricked-out Ford Bronco, but they know this type of spending might not be the best for their children. Instead, they focus on teaching them about hard work, money management and frugality.

This doesn't mean that moms shouldn't invest for your kids' future. There are a number of investment schemes, like a JISA, that offer a tax-efficient way of investing for your kids. Wealthify is a popular Junior ISA provider that enables you to save for your kids in a tax-efficient way.

3. Millionaire moms don’t flaunt their high incomes

In Texas, there is a saying, “all hat and no cattle.” Smart, high-earning moms focus on earning and investing — not showing off.

4. Millionaire moms know that time is money

High-earner moms value their time — delegating household and professional tasks, and seeking expert council in all areas. They know DIY can be fun, but could cost them in the long run.

5. Millionaire moms understand mental health is important in their wealth-building

High-earning moms realize that energy spent on taking care of their mental health creates more head space for tuning into long term financial plans. 

6. Millionaire moms watch expense creep

Expense creep is when your income gradually grows, and your lifestyle and expense also grow — often unconsciously. 

But not for these high-earning, wealth-focused moms. As their income rises, master wealth builders play a mental trick with themselves. They pretend like they don’t have that extra money, and they wisely invest it. They don’t touch it — it’s hands off to them. And they thrill in watching their wealth grow.

7. Millionaire moms stay the investing course

These moms didn't just manifest money out of nowhere, so they value expert advice from advisors who help them devise thoughtful, long-term investment strategies. These moms do not chase the “hot” investment of the day or invest in their buddies’ get-rich-quick business ideas.

8. Millionaire moms give joyfully

Moms making over the $1,000,000 mark find that the more they donate to charity, to the greater good, the more fulfilled they feel. 

9. Millionaire moms increase savings as their paycheck increases

These high-earning moms realize that maxing out their 401(k) just isn’t going to provide them with what they want in the future. They go over and above these maximum limits in other investments, and the smartest of them do this in a tax-efficient way.

10. Millionaire moms protect their assets

Savvy high-earning moms protect their wealth. One life event could blow all that wealth building: disability, unemployment, death. These moms make sure to buy enough disability income, life insurance and long-term care insurance — adequate levels until they are self-insured (meaning having enough cash to cover these events without insurance).  


Molly Ward offers securities through Equitable Advisors, LLC (NY, NY 212-314-4600), member FINRA, SIPC (Equitable Financial Advisors in MI & TN). Investment advisory products and services offered through Equitable Advisors, LLC, an SEC-registered investment advisor.  Annuity and insurance products offered through Equitable Network, LLC. Equitable Network conducts business in CA as Equitable Network Insurance Agency of California, LLC, in UT as Equitable Network Insurance Agency of Utah, LLC, in PR as Equitable Network of Puerto Rico, Inc. Well Lived Wealth LLC is not a registered investment advisor and is not owned or operated by Equitable Advisors or Equitable Network. Please be advised that this article is not intended as investment, legal or tax advice.  PPG- 6688640.1 (6/24)(Exp. 6/26)

Want a free meal or treat on your birthday? There are a lot of restaurants that want to make sure you get one. Simply sign up for their rewards program and include your birthday on your customer profile.

Free birthday deals

Here are a few places that offer free birthday meals, desserts, or treats:

  1. Arby's
  2. Baskin-Robbins
  3. Big Boy
  4. Buffalo Wild Wings
  5. California Pizza Kitchen
  6. Chili's
  7. Chipotle
  8. Cinnabon
  9. Denny’s
  10. Einstein Bros. Bagels
  11. Firehouse Subs
  12. Golden Corral
  13. IHOP
  14. Jersey Mike’s
  15. Jimmy John’s
  16. Johnny Rockets
  17. Krispy Kreme
  18. Pei Wei
  19. P.F. Chang’s
  20. Pizza Hut
  21. Red Robin
  22. Ruby Tuesday
  23. Sonny’s BBQ
  24. Starbucks
  25. Texas Roadhouse
  26. TGIFridays
  27. Waffle House
  28. Wingstop

Arby’s

If you sign up for Arby’s Rewards, you can receive a small milkshake and curly fries for free on your birthday with the purchase of any sandwich.

Baskin-Robbins

When you join the Baskin-Robbins Birthday Club, you'll get an emailed coupon for a free 2.5-oz scoop on your birthday.

Big Boy

Sign up for the I Love Big Boy email club to get a free dessert on your birthday. You can also sign your kids up for the Big Boy Kids’ Club for rewards and a free birthday kid’s meal for kids 10 and under. 

Buffalo Wild Wings

Enjoy 6 free wings on your birthday month when you join the Buffalo Wild Wings Blazin’ Rewards Program. 

California Pizza Kitchen

If you join the CPK Rewards, you’ll get a free dessert on your birthday. You can also upgrade to a free birthday entree when you earn 350+ rewards points, which you can earn each time you dine.

Chili's

Sign up for My Chili’s Rewards and get a free dessert on your birthday. Plus, you’ll get free chips and salsa or a non-alcoholic beverage if you spend a minimum of $5 and visited a participating location in the last 45 days.

Chipotle

Join Chipotle Rewards and get a free order of guac when you sign up and another on your birthday.

Cinnabon

Join the Cinnabon Rewards program and get a free 16-oz cold brew on your birthday. Plus, every purchase you make can earn points toward a free classic roll.

Denny’s

Sign up for Denny’s Rewards and get a free “Build Your Own Grand Slam” breakfast, which includes options like eggs, pancakes, sausage, and bacon.

Einstein Bros. Bagels

Join the Schmear Society Rewards Program and enjoy a free egg sandwich with a purchase on your birthday.

Firehouse Subs

Firehouse Subs Rewards Members can start their birthdays with a free medium sub when they make a minimum $1 purchase when claiming the reward.

Golden Corral

Sign up for Good as Gold Rewards Club and get a free beverage, plus other special birthday offers. 

IHOP

Sign up for IHOP’s loyalty program, The International Bank of Pancakes, and chow down on free pancakes on your birthday. You can also earn free PanCoins. You can trade 3 PanCoins for a short stack of 3 pancakes.

Jersey Mike’s

Celebrate your birthday with a free regular sub and a 16-oz. drink when you sign up for a MyMike’s account.

Jimmy John’s

When you join Jimmy John’s Freaky Fast Rewards, you can enjoy a free sandwich after your first order and a birthday surprise (varies by location).

Johnny Rockets

If you’re a Rocket E-club member, you will receive a birthday offer in your email for a free hamburger with the purchase of an entree and drink.

Krispy Kreme

Krispy Kreme Rewards members get a free donut for signing up, plus a birthday coupon emailed to you on 1st day of your birthday month.

Pei Wei

Join the Pei Wei Rewards to be eligible for a free small shareable on your birthday. You can choose from crab wontons, traditional edamame, vegetable spring rolls, or pork egg rolls. The reward will automatically load into your account a week before your birthday and can be redeemed when you pay for either a soft drink or a small plate during your birthday month.

P.F. Chang’s

Dig into a complimentary dessert or appetizer during your birthday month when you join P.F Chang’s Gold Rewards Program.

Pizza Hut

Get an order of free breadsticks or cinnasticks during your birthday month when you sign up for Hut Rewards.

Red Robin

Register for Red Robin Royalty perks and get a free burger during your birthday month or a free kid’s meal for your little one’s birthday.

Ruby Tuesday

Join the Ruby Rewards and get a free dessert on your birthday.

Sonny’s BBQ

Munch on a complimentary Big Deal combo on your birthday when you join Sonny’s BBQ ‘Q Crew Rewards. You can also get $5 off $25 when you sign up.

Starbucks

Get a free handcrafted beverage, one complimentary food item, or one complimentary ready-to-drink bottled beverage at participating Starbucks stores when you join Starbucks Rewards.

Texas Roadhouse

As a Texas Roadhouse VIP Club member, you are eligible for a free appetizer or a sidekick of ribs on your birthday.

TGIFridays

Register for TGI Fridays Rewards Program and get a free dessert on your birthday. As a TGI Fridays Rewards member, you’ll get free chips and salsa or $3 off an appetizer with every visit.

Waffle House

Register for the Waffle House Regulars Club to celebrate with a free waffle on your birthday. As a member, you’ll receive a free order of Hashbrowns as soon as you sign up.

Wingstop

Get a free birthday gift when you sign up for Wingstop rewards.

Also, learn about more places you can free food, including free baby formula, and the best chain restaurant deals. Plus, check out our other resources for low-income families:

$500 monthly single mom grantGovernment assistance for single moms
Free carFree gas
Free clothesFree baby stuff
Free housingFree money for bills
Free school suppliesFree gift cards
Free money10+ charities that help single mothers

Mystery shopping has been a popular way to earn free products and restaurant meals for years. It’s also a flexible gig for single moms who are short on time and energy, since you can pick which opportunities work for you and don’t have to commit to a set schedule. 

The downside is that these are truly gigs — not a career — in which you can pick up $20 or $40 here and there (and sometimes a free meal).

That said, there are plenty of legit mystery shopper jobs — but also a number of secret shopping scams to watch out for. This post breaks down how secret shopping works, how much you can realistically make, and which legitimate companies can connect you with these opportunities.

What is a mystery shopper?

Types of secret shoppers

How much do mystery shoppers make?

How to find mystery shopper jobs

  1. AboutFace
  2. A Closer Look
  3. BestMark
  4. Ellis Mystery Shopper
  5. Intellishop
  6. iShop
  7. Jancyn
  8. Market Force
  9. Secret Shopper
  10. Second to None

Watch for mystery shopping scams

The 101 on mystery shopping gigs

What is a mystery shopper?

A mystery shopper, also known as a secret shopper, ghost shopper, or anonymous shopper, is someone hired by a company, or a market research firm, to evaluate the quality of service in stores, restaurants and other businesses without the employees knowing they are being assessed.

These undercover shoppers perform specific tasks, such as purchasing a product, asking the sales people questions, calling the store or business in advance to see how well the employees communicate, or simply observing the environment. 

Mystery shoppers are typically paid per assignment and may be reimbursed for any products or services they are required to buy to complete the job. Since assignments aren’t consistent and you must apply and get approved for gigs, mystery shopping is a side hustle for most people. This is not career work.

How does mystery shopping work?

Companies hire secret shoppers to see if their sales or customer service team are complying with government regulations or company policies — or simply providing good service. Mystery shoppers are given assignments, often called “shops,” which include a checklist of items to evaluate — things like cleanliness, employee interactions, product quality, and speed of service.

After completing their assignments, mystery shoppers submit a report detailing their observations, which often include photographic or video evidence.

“One thing I really like about mystery shopping is how many jobs there are on the app to choose from and how you can do them whenever you want since some shops only require you to visit during normal business hours,” says Katie Bateman, who works full-time for a talent agency in the Nashville area.

For the past year, Bateman has also completed mystery shopping jobs a few times per month as a side hustle. 

Is mystery shopping legit?

Yes, mystery shopping is a legitimate practice used by many reputable companies across various industries to improve their business operations. To ensure you are working with a legitimate mystery shopping company, look for certification from the Mystery Shopping Provider's Association1 (MSPA), a global organization that represents the mystery shopping industry. 

MSPA was founded in 1998 and has more than 150 member companies worldwide. Members are required to adhere to a strict code of ethics, such as treating shoppers with respect, ensuring confidentiality of information, and providing accurate and timely payments for completed assignments.

Types of secret shoppers

Mystery shopping isn't one-size-fits-all. Here are several types of secret shopping assignments you might encounter:

  • Airline: Evaluate the customer service and overall experience of airlines, from booking tickets to in-flight service.
  • Hotel: Stay at hotels to assess accommodations, amenities, and hospitality services.
  • Restaurant: Dine in restaurants to evaluate food quality, service, and dining environment.
  • Retail: Shop in-store to gauge customer service, store cleanliness, and product availability.
  • Online mystery shopping: Assess websites for ease of use, customer service responsiveness, and online shopping experience.
  • Telephone mystery shopping from home: Evaluate customer service over the phone, including response times and the quality of assistance.
  • Video shopper: This involves wearing a hidden camera with a built-in microphone to capture your experience during your shopping assignment. Instead of writing up a report afterward, you just submit the video and a few notes. Some mystery shopping companies provide the video equipment, while others may require that you have your own, which can be an investment of a few hundred dollars.

How to make money testing products at home

How much do mystery shoppers make?

The baseline for some mystery shopper gigs falls between $7 to $20 per assignment for a beginner. This doesn’t include the reimbursement if you need to make a purchase, but does include the report you must write after interacting with the retailer. The amount you can make also depends on the complexity of the job and your experience level as well. 

One Reddit user explained how they found higher compensation with certain restaurants or hotel-related assignments:

Comment
by from discussion
inbeermoney

Here’s what another Reddit user had to say about getting approved for more opportunities that may pay better rates:

I’ve recently become a mystery shopper. I have a few questions.
byu/JanksyNova inbeermoney

Sherita Brown, who runs the YouTube Channel GoalDigger, has been doing mystery shopping jobs on and off for several years and says her favorite assignment was being paid $100 for opening a bank account. 

“The pay can vary based on the client’s needs and the requirements, but there’s a lot of variety,” Brown says. “I have done bank shops, restaurant shops, hotel shops, movie shops, a shop at an NFL game, and a shop where I was paid to try on clothes, just to name a few.”

Bateman was paid to secret shop at a soap store in Tennessee and got reimbursed for up to $25 in merchandise. “I just had to answer a few questions about the store and submit my receipt,” she says. 

Bateman says that while some of her shops have only provided reimbursement for compensation, most pay a compensation fee, plus reimbursement for the purchase. $10 to complete an assignment and $20 reimbursement for the purchase is typical in her experience on the Secret Shopper app. 

For meals, she earns up to $40 to $50 for reimbursement and around $15 to $20 for the job fee.

Mystery shoppers are self-employed contractors and not considered employees by most secret shopper companies, which means you’ll be asked to fill out and submit a W-9 form and pay self-employment taxes on whatever you make.

How to find mystery shopper jobs

To find mystery shopping opportunities, you’ll need to do some online research and networking since most companies have recruiters or schedulers that help book people for jobs. 

We’ve listed several reputable and well-researched companies below that provide regular opportunities, but you can also find leads and opportunities in Facebook groups such as Mystery Shoppers Unite and Secret Shopping/Shopping, Scheduler and Editor Connect.

Sometimes, secret shopper schedulers share last-minute opportunities, with information about how to apply so you can earn money quickly. You can use these Facebook groups to forge relationships with mystery shopper schedulers and editors because they play a crucial role in the process of assigning tasks to shoppers and reviewing their work.

To get started, you have to sign up with a mystery shopping company and complete your profile so you can view and apply for jobs that interest you. 

Here is a list of 11 reputable companies to get started. All of these companies have either a high Better Business Bureau rating, are registered with the MSPA, or have positive independent reviews and shopper feedback on third-party sites like Trustpilot and Reddit. 

1. AboutFace

AboutFace is a mystery shopping company headquartered in Atlanta. They offer a wide range of assignments, from retail stores to brand audits across the U.S. Once you create an account and add your profile details, you’ll see opportunities within a 50-mile radius of your location. 

This company also offers detailed training and support for new shoppers, making it an excellent choice for beginners. Payments are typically made via PayPal about 30 to 45 days after a completed assignment.

BBB rating: A+ (not accredited)

MSPA registered

2. A Closer Look

A Closer Look specializes in mystery shopping for the hospitality industry, including restaurants, hotels, and resorts. Shoppers can enjoy complimentary meals and stays while providing valuable feedback. The company has been around for the past 25 years and compensates based on the complexity of its assignments.

BBB rating: A+ (accredited since 2019)

MSPA registered

3. BestMark

BestMark has been around since 1986 and is one of the largest mystery shopping companies, offering a variety of assignments across various industries. You can sign up for assignments online, via email, or by text. 

Compensation varies by assignment, and you will either be offered a cash payment, reimbursement, or both. Payments are made between the 15th and 20th of the month for shops you successfully completed the previous month.

BBB rating: A+ (not accredited)

MSPA registered

4. Ellis Mystery Shopper

Ellis Mystery Shopper specializes in evaluating real estate properties, including apartment complexes and rental communities. If you’re interested in the housing market, this company offers unique opportunities to assess property management and tenant experiences since they conduct more than 8,000 apartment mystery shopping jobs per month. 

Payments are processed monthly via direct deposit, with detailed guidelines provided for each assignment.

BBB rating: A+ (not accredited)

*Note that there is currently an alert on Ellis’ BBB profile page that says there is currently a scam operation using this business’ name. This is what it says: “If you have received a check in the mail and you are told to deposit the check and wire money, or to get a green dot card and report the numbers back to them, it is a scam.”

Not MSPA registered

5. Intellishop

Intellishop offers a diverse range of assignments, from retail to automotive shops. They provide a user-friendly platform for finding and applying for assignments, with clear instructions and support. 

To get started, you must sign up online or download the app and take a five-minute screening test to demonstrate that you can provide a detailed and well-written evaluation. Payments are made via PayPal on the 20th of each month, and there are frequent opportunities available nationwide.

BBB rating: A+ (accredited since 2001)

MSPA registered

6. iShop

iShop focuses on the retail sector, with assignments available at various stores, including clothing, electronics, and grocery markets. They offer a straightforward application process and regular opportunities for shoppers. Payments are also made bi-weekly, which is sooner than other companies, but it’s still not quick if you’re looking for same-day pay jobs or next-day paid work.

BBB rating: A+ (accredited since 2021)

Not MSPA registered

7. Jancyn

Jancyn offers mystery shopping assignments in several industries, including retail, dining, and health care. The minimum age requirement to sign up is 16, but you may need to be 21 or older for some mystery shopping assignments. 

Assignments are available on the ShopMetrics platform, and you can also earn certifications here to improve your shopper profile since some opportunities require you to earn a certification in specific industries. Jancyn sends payments via PayPal or Venmo.

BBB rating: A+ (not accredited)

MSPA registered

8. Market Force

Market Force is a leading customer experience management company that works with many big-name brands across various industries. 

Market Force offers mystery shopping assignments in industries such as retail, restaurants, and entertainment, as well as online mystery shopping jobs where you will evaluate a company’s website or mobile app features. They also offer theater mystery shopping opportunities where you will report your experience from buying a ticket and observing the concessions available to rating the quality of the theater itself and the service from staff.

BBB rating: A+ (accredited since 1975)

MSPA registered

9. Secret Shopper

Secret Shopper has been in business since 1990 and offers a variety of in-person, online, and phone mystery shopping jobs. This is one of the rare companies that offers secret shopper jobs in other countries, as well. 

Shops range from $15 to several hundred dollars depending on the client, but you must turn your written report in by noon the following day to be eligible for the next payment cycle. Shoppers get paid around the 20th of every month for the previous month’s shop(s) via ACH direct deposit or paper check.

BBB rating: A+ (accredited since 2009)

Not MSPA registered

10. Second to None

Second to None has been around for more than 30 years and offers mystery shopping opportunities in industries such as retail, healthcare, and hospitality. You must be an AARP member to join and this company is also a member of the Mystery Shopping Providers Association (MSPA). 

BBB rating: A+ (accredited since 2019)

MSPA registered

Watch for mystery shopping scams

While there are plenty of legitimate mystery shopping companies to choose from, some scams still exist. The Federal Trade Commission (FTC) warns against signing up with any company that requires you to pay to become a shopper or promises unusually high earnings.

Also: never deposit a check from a company as part of an assignment. This is a common scam where someone sends you a fake check (that has no value) to deposit. Then, when the check doesn’t clear and you spend money from your account, you could overdraft and be responsible for those fees. 

There have also been some instances where scammers have falsely impersonated other legitimate companies or mystery shopping opportunities. For example, Best Mark2 has a page on its website detailing a scam that people are running using the company’s trademarked name and logo while asking people to deposit a check or wire money.

In 2023, a local news network out of Charlotte, N.C., reported a scam in which someone received an email from Kroger stating they could become a mystery shopper and earn up to $400, which Kroger debunked. It’s important to check the email address for typos or off-brand content and make sure you’re using a legitimate company to sign up for any mystery shopping opportunities.

To avoid scams, check to see if the company has:

  • Independent reviews on third-party review sites like Trustpilot
  • A rating with the BBB 
  • A current membership of the MSPA
  • Free sign-up form with no payment requirement to apply for shops

The 101 on mystery shopping gigs

Mystery shopping can be fun and flexible side gig, and you don’t need a degree or experience to get started. Still, it may not be the best fit for everyone, since pay can be low and inconsistent (not to mention most gigs take several weeks to pay out). 

If you have a car and are looking to earn some extra cash for spending money, mystery shopping might be for you. You can also try a side hustle like taking surveys or shopping with cash-back apps. Keep in mind that you may only be reimbursed for your shopping trips instead of getting paid directly, but this could still supplement some of the money you might have spent on food and products. 

Brown recommends choosing a first shopping assignment based on something you already do. 

“Apply for as many shops that interest you, but don’t challenge yourself too hard in the beginning,” she said. “Providing detailed and accurate reporting is crucial so you can get approved for more jobs.

“It helps to be familiar with the shop assignment beforehand so you aren’t overwhelmed with the experience early on.”


SOURCES

  1. Mystery Shopping Provider's Association. https://www.mspa-americas.org/
  2. “Beware of Scams That Target Mystery Shoppers and Mystery Shopping Providers,” BestMark. https://www.bestmark.com/become-a-mystery-shopper/scam-alert/

Sometimes the last thing you want to do is come home from work and cook a meal — or pack your lunch for the next day. Fortunately, you don’t have to go broke eating at a restaurant or ordering takeout.

Chain restaurants “near me”

Cheap eats “near me” at convenience stores

Chain restaurants “near me”

These are some restaurants with locations across the country where you can get the best deals on food. Note that these promotions may not be valid at all locations:

Applebee’s

To get the best cheap eats, stick with the 2 for $20 menu (available for dine-in, carryout, and delivery where available). You can get two entrees and one appetizer for $20. 

You can also get half off select appetizers from 3-6 p.m. and from 9 p.m. to close at participating locations. The kids’ menu features multiple items under $6, and side dishes are often $5 or less.

Baskin-Robbins

Get a free regular-sized scoop of your favorite Baskin-Robbins ice cream when you download the app and sign up for text message deals.

Buffalo Wild Wings

At Buffalo Wild Wings, you can get a buy-one-get-one deal on traditional wings on Tuesdays and boneless wings on Thursdays when you purchase the same style of wings of equal or lesser value. 

At participating locations, you can also get drinks and appetizers for $3-$6 between 3 and 6 p.m., Monday through Friday.

Burger King

The home of the Whopper has a value menu with sandwiches, drinks, fries and desserts starting at $1. Some Burger King restaurants are currently offering a $5 “Your Way Meal,” which includes your choice of a Whopper Jr., Chicken Jr., or Bacon Cheeseburger, plus four-piece chicken nuggets, fries, and a drink.

You can also find coupons for free or discounted menu items through the Burger King app or on the Burger King website. Printed coupons also appear in newspapers and mailers.  

Some Burger King locations in states that participate in the RMP accept EBT from eligible SNAP recipients.

Carraba’s Italian Grill

At Carraba’s you can order from the Family Bundles menu to save money when you dine out. The meals offer four servings and include a large family-style entree complete with your choice of salad and warm bread. You can also sign up for Carrabba's rewards to earn 5 points for every dollar you spend on food and non-alcoholic beverages. Earn 350 points, and you’ll get a $5 reward.

Checkers/Rally’s

Checkers and Rally’s will give you 250 rewards points when you sign up and make your first purchase. You can earn more points with each purchase. When you reach 400 points, you get a $5 reward to purchase free food.

Chili's

If you sign up for Chili’s rewards and purchase a regular entree, you’ll get a free kids’ meal for a child 12 and under. Chili’s also offers a 3 for Me menu that starts as low as $10.99 and includes a drink, appetizer, and entree.

Chili’s Rewards members also get free chips and salsa or a non-alcoholic beverage every time they dine in and spend at least $5. You’ll also score a free birthday dessert and other free food items just for being an active member.

Chipotle

Chipotle meal portions are so large that you can easily divide one meal into two. Meals include rice and multiple protein options like beans, meat, and soy protein on your choice of salad, burrito bowl, tacos, or traditional burrito. 

If you prefer, you can get a single or double serving of meat — the chicken and sofritas have the least expensive upcharge for a double portion. Guacamole is free if you order a vegetarian dish, though it does have an upcharge of $2.65 otherwise.

You can also get extra tortillas on the side at only 25 cents each. Chips and salsa are less than $4.

Dominos

The Dominos Mix & Match Deal allows you to choose two or more options from a list of entrees, appetizers, and desserts that are each $6.99 or less. Some stores have a daily $7.99 carryout deal where you can choose a three-topping pizza, oven baked dip with twists, or wings. 

Visit the Dominos website or app to see which deals are currently available at your nearest location. 

Golden Corral

Golden Corral is an American-style, all-you-can-eat buffet with more than 150 food choices. You can dine in, take it to go, or have it delivered. Join the Good as Gold club to get free drinks, a birthday reward, and coupons.

Sign up for Golden Corral Rewards, get a $5 joining bonus when you spend $25, and earn points to get free food. Each dollar you spend earns one point. For every 100 points, you earn a $10 reward. 

IHOP

Starting at 3 p.m. at participating locations, IHOP offers a reduced-price menu, with entrees starting at $6. Plus, menu items on the 55+ and kids menus are under $10 all day.

Jimmy John’s

When you sign up for ​​Jimmy John’s Freaky Fast Rewards program, you can get a free sandwich after your first purchase. You’ll also regularly be alerted to deals and be able to earn points toward more free food. 

At participating stores, you can also buy a 16-inch French bread loaf for just a few dollars (my location listed $3.50), which you can use to make your own sandwiches at home. 

Krispy Kreme

Get a free doughnut when you sign up for Krispy Kreme Rewards. Every doughnut and coffee purchase helps you earn free treats. Also, receive special perks only available to members. You must redeem any reward within 90 days of earning it.

McDonald’s

McDonald’s has long been known as an affordable fast food option. They frequently run deals like two sandwiches for one price, or buy one get one for $1. But there’s also a value menu with breakfast/lunch/dinner items for $1, $2, or $3.

For a more filling meal, try food hacks with the value menu like:

  • Buy a breakfast sandwich and add a hash brown in between
  • Buy a McDouble, but request an extra bun and make two sandwiches

If you want a smaller portion, you can ask for a Happy Meal. For less than $7, you can get a hamburger or 4-piece chicken nuggets, fries, apple slices, and a drink.

Participating McDonald’s locations in RMP states accept EBT from eligible SNAP recipients.

Olive Garden

When you dine in, Olive Garden offers unlimited salad and breadsticks when you purchase an entree. They also run specials like the Never-Ending Pasta Bowl and offer lunches starting at $7.99 if you’re searching for cheapest lunch “near me.”

If you’re getting takeout, you can choose between three classic entrees for $6 with the purchase of one regular priced entree. These are: 

  • Fettuccine alfredo
  • Five cheese ziti al forno
  • Spaghetti with meat Sauce

Quiznos

Download the Quiznos loyalty app and get $5 off on your first order in the app. Enjoy a BOGO deal on your birthday on 8-inch subs. And, if you refer a friend, you’ll get a free 8-inch sub when they sign up and use the app. Earn points for more free food in the app.

Red Robin

When you order a burger or entree at Red Robin, you get all-you-can-eat steak fries, kettle chips, sweet potato fries, garlic fries, broccoli, or salad. The restaurant chain also has a lower-priced line of Tavern burgers to help you save money.

During happy hour — Monday through Friday from 3-6 p.m. — you can get discounts on select appetizers, milkshakes, and drinks. 

Sonic

Every Tuesday after 5 p.m., Sonic offers half-price cheeseburgers if you order online or through the Sonic app. You can also get half price drinks/slushies through the app/website. Text DRIVEIN to 876642 to receive texts from Sonic with current promotions and deals. 

Taco Bell

Taco Bell offers multiple menu items for $6 or less, like the Build Your Own Cravings Box that includes a taco, specialty item (like a Crunchwrap), a side like chips or cinnamon twists, and a medium drink (10 cents upcharge for a large drink).  

The menu is vast and includes vegetarian options, bowls, tacos, burritos, and other food items, many of which are $5 and under. Taco Bell, like many fast-food restaurants, also has a value menu with menu items ranging from $1-$5.

Some Taco Bell locations in RMP states accept EBT from eligible SNAP recipients. 

Texas Roadhouse

The Texas Roadhouse VIP Club offers a free appetizer within 48 hours of signing up. It’s free to join, and members get rewards by email just for being in the club. Once you’re in, you’ll get a personal link to sign up for birthday offers, as well.

Cheap eats “near me” at convenience stores

Convenience stores and gas stations are great places to find cheap eats, and many offer rewards programs. Here are some examples of food you can get at your local convenience store:

7/11

7-Eleven has hot foods like pizza and wings but also healthier options like fruit and salads. While prices are competitive with other convenience stores, you can unlock lower food prices when you sign up for the 7Rewards loyalty program. 

7-11 free drink or snack when register for 7REWARDS

When you sign up for 7REWARDS, you can begin earning points to exchange for free food items. When you present the app in store or connect it with 7NOW Delivery, you can earn points on food, beverages, snacks, and convenience items.   

Every 1,000 points equals $1. Earn five times the points when you use 7-Eleven Wallet, a way for you to pay through the 7-Eleven app. Just link a credit or debit card to the app or add cash at the register. As long as you use the 7-Eleven app, redeem points, or make an in-store purchase once every 90 days, your points won't expire.

Circle K

Menu items vary, but most Circle K locations have hot food like breakfast burritos, hot dogs, and pizza and healthier choices like wraps and prepared salads. All items are grab and go.

Sheetz

If you want a hot prepared meal, Sheetz makes food when you order it, 24/7. Its menu includes: 

  • Breakfast items (sandwiches, burritos, hash browns, waffles, french toast sticks)
  • Lunch/dinner sandwiches, wraps, subs, and burgers
  • French fries, tater tots
  • Other fried appetizers
  • Pizza
  • Hot dogs
  • Salads

They also offer grab-and-go cheap eats, including refrigerated wraps, salads, and sandwiches. 

Sheetz free beverage or snack with 250 rewards points

Sign up for a free Sheetz Rewardz account, and earn five points for every dollar you spend in-store. You can get a fountain drink, self-serve Sheetz Bros. coffee, or a Shweetz donut or cookie when you hit 250 points.

The more points you earn, the higher your rewards level. Higher levels unlock more free food. Unused points expire one year from the month you earned them.

Read more about gas points

Royal Farms

The main option at Royal Farms is fried chicken, but they also offer sandwiches, subs, burgers, and breakfast/lunch bowls at reasonable prices. There are lots of filling options for $10 or less.

Free drinks and meals with ROFO Rewards

The Royal Farms Rewards program gives you a free two-piece chicken meal on your birthday. Plus, you can earn two points for every dollar you spend in-store and one point per gallon when you buy gas. You can exchange the points for food, snacks, and beverages.

There are four point tiers: 50, 125, 250, and 400. At each tier, you can cash out points to get free food and beverages. You can track your rewards in the ROFO app. When you earn points in any given month, you have one year to use them.

Wawa

Wawa has prepared foods and options that are made to order. You have a ton of options to customize your meal like toppings and sauces. Wawa serve:

  • Sandwiches
  • Wraps
  • Subs
  • Bowls
  • Soups
  • Salads
  • Snacks like fruit and cheese boxes or soft pretzels

In addition to the deals mentioned above, check out our list of where to get free meals on your birthday.