- Many Gen Zers frequently indulge in “treat culture,” rewarding themselves with small purchases like snacks or conveniences as a form of self-care, coping, and positive reinforcement. While these little luxuries offer comfort and are often justified as necessities, nearly 60% of Gen Z admit it leads to overspending. Treat culture isn’t unique to Gen Z, but this generation has mainstreamed it to a daily practice.
Getting out of bed to go to work or lugging yourself to the grocery store can feel tough. And for that, you deserve a little treat.
At least that’s the way many Gen Zers see it. Despite a lack of income, Gen Z finds ways to reward themselves frequently: 57% buy themselves a small treat at least once a week, according to a Bank of America report from late July. This could be good news for retailers like Starbucks and Dunkin’, since coffee and other beverages are popular and relatively low-cost treats. Trader Joe’s could also benefit from this trend since they’re known for unique food and beverages, as well as Sephora and Ulta as self-care and cosmetics become increasingly popular among younger generations.
But for nearly 60% of Gen Zers, this leads to overspending, “making little treats a slippery slope,” according to the report. Yet, the generation has shared in droves on social media about the little ways they’re treating themselves, whether it’s buying a simple ice cream cone or splurging on a new clothing haul.
Gen Zers reward themselves for small wins, but also use little treats as pick-me-ups after a bad day. And some don’t even really have a reason.
“Buying myself a little treat because today would’ve been my birthday if I was born today,” one TikTok user recently posted.
Terran Fielder, a 23-year-old media specialist, told Fortune she treats herself to lunch during the day and that many of her small indulgences have to do with making her life easier or more time to rest when the day is over.
“When I treat myself, it’s usually in ways that give me more shut eye,” she said. “So, if I am not making lunch, that’s another 20 minutes in bed in the morning. It feels like I’m not just spending money: I’m investing in my well-being.” She said she estimates she spends about $200 to $250 per month on treating herself.
To be sure, Gen Z isn’t the first generation—and likely isn’t the last—to participate in treat culture. Most recently, older generations scorned millennials for their proclivity toward treating themselves with avocado toast and a daily Starbucks coffee, arguing they could’ve saved or invested that money instead.
While treat culture isn’t new, Gen Z is taking it to a “new level,” Daniel Levine, director of consumer trends consulting firm Avant Guide Institute, told Fortune.
“While members of the Silent Generation treated themselves to a new dress for a special occasion, and baby boomers splurged on a new car or a vacation after reaching a career milestone, Gen X indulges in late-night runs for their favorite junk food to de-stress,” Levine said. “The low barrier to entry makes it a daily habit.”
Meanwhile, online shopping as well as food delivery have made it easier to indulge in treats. Indeed, Gen Z uses grocery subscriptions 133% more often than Gen X, according to a 2024 PYMNTS survey of more than 67,000 consumers across 11 countries accounting for nearly half the world’s GDP.
Why treat culture exists
Part of treat culture goes back to the basic psychological concept of positive reinforcement. When you do something positive or are trying to reinforce habits, earning a treat or reward can help cement that behavior.
Treat culture, for younger generations, also serves as a coping mechanism or a form of resistance to societal pressures and stressors, Jillian Amodio, a licensed master social worker at Waypoint Wellness Center, told Fortune. That’s because Gen Z has come of age during a time of economic instability, a global pandemic, climate anxiety and widespread social upheaval, she said. Meanwhile, some younger generations have experienced career whiplash from working in an office, then working remotely during the pandemic, then being forced back to in-person during the past few years.
“Small, intentional joys become a way of reclaiming agency and grounding oneself in the present,” Amodio said. “Pair that with the influence of social media, where trends, aesthetics, and ‘little luxuries’ are celebrated and shared widely, and we have the perfect conditions for treat culture to thrive in the spotlight.”
A recent study by Intuit Credit Karma also showed Gen Z justifies certain non-essential purchases like streaming services, skincare, meals out, fitness classes, and more as “necessities” rather than discretionary purchases. Indeed, more than half of Gen Z views spending on hobbies and interests as a necessity, not a luxury, and they’re putting them above other financial goals.
“If I’m working away from home, buying lunch instead of packing it feels like a small luxury that makes my day easier,” Fielder said. “When things get really busy, I’ll skip the store altogether and order things online, just to avoid another errand.”
