Give her 20-30 minutes, give him 10-20.
As a few have commented so far, people being late is a general rule - life happens and tends to screw things up in the process - but I've also found that my female friends will always average 25 minutes late (I'm betting for their own funerals, as well!) while my male friends will pull about 15 minutes.
Calling their cell phone is always a polite way to check in on the situation, but if you get the voice mail, leave a message letting them know that you're there, you've waited, and since they're not answering you're leaving. Don't wait any additional time for their late ass!
After all, if they don't have the politeness to at least answer their phone then they're probably going to treat any date like shit as well.....
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