People may have given up on their investment portfolios and big luxury purchases, but there's one thing they haven't thrown in the towel on during this recession: romance.

As the economy tanks, more people have been looking for love, both online and off.

"We had the busiest December we've ever had," says Linda Miller, the owner of the 14-year-old Misty River Introductions, based in Carleton Place, Ont., 30 kilometres southwest of Ottawa.

Miller says she's had to work the last four out of five weekends - she usually has to meet with clients only one weekend a month - and business is up between five and 10% so far this year.

What makes it remarkable is that Misty River isn't a free online dating site - it's a service that can cost anywhere from $1,250 for 12 face-to-face dates to $2,300 for unlimited setups.

Miller, a traditional matchmaker who says she has personally met with each of her 10,000 registered members, admits her service is a "luxury." The fact Misty River is doing well stems from two factors, according to Miller: as a government town, Ottawa is somewhat recession-proof; and when the economy goes south, people seek security.

"Obviously, we're not getting people who just lost their jobs," she says. "But I know we have people who are worried about losing their jobs, or have taken salary cuts. When times are tough, you tend to think about what's important."

And for many people, what's important is having a long-term relationship, someone to share their lives -- and expenses -- with. "I do get a lot of women who say, 'I'm tired of having to fix everything myself, or pay the bills myself,' " says Miller. "I get that a lot lately."

Misty River notwithstanding, free online dating sites have seen a huge jump in traffic - a 55% increase for November 2008 to January 2009, compared to the same three months a year earlier.

That's not surprising. As people have less disposable income, they are less likely to want to blow $40 at a bar where they may not meet anyone. But paid sites, which typically charge from $20 to $50 a month, have also seen modest increases in paid sign-ups, according to industry reports.

The service people choose depends on what they're looking for. Misty River attracts professionals who are interested in more than casual dating - and who have a spare $1,200. Indeed, Miller boasts a 70% success rate, which she categorizes as two clients in a relationship for at least a year.

People who are worried about money or looking for people to hang out with, naturally gravitate toward free sites. But their motivations are the same. "In down times, people want to hook up, meet other people, share expenses, do things together," says Markus Frind.

The founder of PlentyofFish.com, the Vancouver-based site that bills itself as the world's largest online dating service, says his business is up 30% since December.

"Every time there's a traumatic event ... people want to be with other people."