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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.\u00a0<\/p>\n
At least that\u2019s 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\u2019, since coffee and other beverages are popular and relatively low-cost treats. Trader Joe\u2019s could also benefit from this trend since they\u2019re known for unique food and beverages, as well as Sephora and Ulta as self-care and cosmetics become increasingly popular among younger generations.<\/p>\n
But for nearly 60% of Gen Zers, this leads to overspending, \u201cmaking little treats a slippery slope,\u201d according to the report. Yet, the generation has shared in droves on social media about the little ways they\u2019re treating themselves, whether it\u2019s buying a simple ice cream cone or splurging on a new clothing haul.\u00a0<\/p>\n
Gen Zers reward themselves for small wins, but also use little treats as pick-me-ups after a bad day. And some don\u2019t even really have a reason.<\/p>\n
\u201cBuying myself a little treat because today would\u2019ve been my birthday if I was born today,\u201d one TikTok user posted.<\/p>\n
Terran Fielder, a 23-year-old media specialist, told Fortune<\/em> 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.<\/p>\n \u201cWhen I treat myself, it\u2019s usually in ways that give me more shut eye,\u201d she said. \u201cSo, if I am not making lunch, that\u2019s another 20 minutes in bed in the morning. It feels like I\u2019m not just spending money: I\u2019m investing in my well-being.\u201d She said she estimates she spends about $200 to $250 per month on treating herself.<\/p>\n To be sure, Gen Z isn\u2019t the first generation\u2014and likely isn\u2019t the last\u2014to 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\u2019ve saved or invested that money instead.\u00a0<\/p>\n While treat culture isn\u2019t new, Gen Z is taking it to a \u201cnew level,\u201d Daniel Levine, director of consumer trends consulting firm Avant Guide Institute, told Fortune<\/em>.<\/p>\n \u201cWhile 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,\u201d Levine said. \u201cThe low barrier to entry makes it a daily habit.\u201d<\/p>\n 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\u2019s GDP.<\/p>\n 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.\u00a0<\/p>\n 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<\/em>. That\u2019s 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.\u00a0\u00a0<\/p>\n \u201cSmall, intentional joys become a way of reclaiming agency and grounding oneself in the present,\u201d Amodio said. \u201cPair that with the influence of social media, where trends, aesthetics, and \u2018little luxuries\u2019 are celebrated and shared widely, and we have the perfect conditions for treat culture to thrive in the spotlight.\u201d<\/p>\n Another 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 \u201cnecessities\u201d 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\u2019re putting them above other financial goals.<\/p>\n \u201cIf I\u2019m working away from home, buying lunch instead of packing it feels like a small luxury that makes my day easier,\u201d Fielder said. \u201cWhen things get really busy, I\u2019ll skip the store altogether and order things online, just to avoid another errand.\u201d<\/p>\n A version of this story was published on Fortune.com on August 19, 2025.<\/em><\/p>\nWhy treat culture exists<\/h2>\n
More on Gen Z spending: <\/h2>\n<\/div>\n
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