- Many Gen Z individuals often partake in “treat culture,” using small purchases like snacks or convenient items to reward themselves as a form of self-care, coping, and positive reinforcement. Though these minor luxuries provide comfort and are frequently justified as necessities, nearly 60% of Gen Z admit this leads to overspending. Treat culture isn’t unique to Gen Z, but this generation has made it a daily habit.
Getting out of bed for work or dragging yourself to the grocery store can feel draining. And for that, you deserve a small treat.
At least that’s how many Gen Zers see it. Even with limited income, Gen Z finds ways to reward themselves frequently: 57% buy a small treat for themselves at least once a week, according to a from late July. This could be good news for retailers like , since coffee and other beverages are popular, relatively low-cost treats. could also benefit from this trend—they’re known for unique food and drinks, as well as and Ulta, as self-care and cosmetics grow in popularity.
But for nearly 60% of Gen Zers, this leads to overspending, “making little treats a slippery slope,” the report notes. Yet the generation often shares about the small ways they spoil themselves, whether it’s a simple ice cream cone or a new clothing haul.
Gen Zers reward themselves for small wins but also use little treats as pick-me-ups after a bad day. Some don’t even have a clear reason.
“Buying myself a little treat because today would’ve been my birthday if I was born today,” one TikTok user posted.
Terran Fielder, a 23-year-old media specialist, told she treats herself to lunch during the day, and many of her small indulgences are about making life easier or freeing up time to rest at the end of the day.
“When I treat myself, it’s usually to get more sleep,” she said. “So if I don’t make lunch, that’s an extra 20 minutes in bed in the morning. It feels like I’m not just spending money—I’m investing in my well-being.” She estimates she spends $200 to $250 per month on treats for herself.
To be clear, Gen Z isn’t the first generation—and likely won’t be the last—to engage in treat culture. Most recently, faced criticism for their habit of treating themselves to avocado toast and daily coffee, with arguments that they could have saved or invested that money instead.
While treat culture isn’t new, Gen Z is taking it to a “new level,” , director of consumer trends consulting firm , told .
“Silent Generation members treated themselves to a new dress for special occasions, baby boomers splurged on a car or vacation after hitting a career milestone, but Gen 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 and food delivery have made it easier to indulge in treats. In fact, Gen Z uses grocery subscriptions 133% more often than Gen X, according to a 2024 PYMNTS of over 67,000 consumers across 11 countries representing nearly half the world’s GDP.
Why treat culture exists
Part of treat culture ties back to the basic psychological concept of positive reinforcement. When you do something positive or try to reinforce habits, earning a treat or reward can help cement that behavior.
For younger generations, treat culture also serves as a or form of resistance to societal pressures and stressors, , a licensed master social worker at Waypoint Wellness Center, told . She noted that Gen Z came of age during economic instability, a global pandemic, climate anxiety, and widespread social upheaval. Additionally, some younger people have experienced career whiplash—working in an office, then remotely during the pandemic, then being forced back to in-person work in recent years.
“Small, intentional joys become a way to reclaim agency and ground oneself in the present,” Amodio said. “Combine that with social media’s influence—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.”
Another by Credit Karma found that Gen Z justifies non-essential purchases like streaming services, skincare, meals out, and fitness classes as “necessities” rather than discretionary spending. In fact, more than half of Gen Z views spending on hobbies and interests as a necessity (not a luxury) and prioritizes these over 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 entirely and order online to avoid another errand.”
A version of this story was published on on August 19, 2025.
More on Gen Z spending:
- on ever owning a home and is spending more than saving, working less, and making risky investments, study shows
- Despite criticism for “doom-spending” their money, than baby boomers, research reveals
- —they’re packing lunch at home while splurging on conspicuous consumption