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.
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.
Collection
[
|
...
]