Many Gen Zers frequently indulge in treat culture by rewarding themselves with small purchases as a form of self-care, coping, and positive reinforcement. Small indulgences offer comfort and are often justified as necessities, and nearly 60% of Gen Z report that such habits lead to overspending. The generation has normalized making little treats a routine, buying items for small wins, pick-me-ups after bad days, or without a specific reason. About 57% purchase a small treat at least once a week. Popular low-cost treats like coffee and novelty foods benefit retailers and beauty retailers alike.
"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."
"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."
Read at Fortune
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