"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."
Gen Z practices frequent small indulgences—snacks, beverages, cosmetics, and conveniences—as self-care, coping, and positive reinforcement. Many justify these purchases as necessities or comfort, making them routine despite limited incomes. About 57% of Gen Zers buy a small treat weekly, and nearly 60% acknowledge that such habits contribute to overspending. Social media amplifies sharing of these treats, from ice cream to clothing hauls. Retailers offering low-cost, comforting items—coffee shops, specialty grocers, and beauty retailers—stand to benefit from the prevalence of treat culture among younger consumers.
Read at Fortune
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