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% vs. 42%; d = .03). Wealthier men and people with better appearance satisfaction had stronger preferences for good looking and slender partners. Preferences varied within and between genders, and were linked to bargaining hand in the mating market.