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According to a “mating market” approach, people with desirable traits have a stronger “bargaining hand” and can be more selective when choosing partners. We examined how heterosexual mate preferences varied by gender, age, personal income, education, and appearance satisfaction (Study 1 N = 22,815; Study 2 N = 4790). Men and women differed in the percentage indicating it was “desirable” or “essential” that their potential partner was good-looking (92% vs. 84%; d = .39), had a slender body (80% vs. 58%; d = .53), had a steady income (74% vs. 97%; d = 1.17), and made/will make a lot of money (47% vs. 69%; d = −.49). There were also gender differences in whether it was “very important” or “a must have” their partner made at least as much money as they do (24% vs. 46%; d = .60) and had a successful career (33% vs. 61%; d = .57), but not in whether their partner was physically attractive to them (40 …