Written by Mariel Fuentes
Designed by Rachael Previti
‘LittleTreat’
isatermthathasgrownincreasinglypopularintheGenZ community-butwhatdoesitactuallymean?
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What does "little treat" mean to you personally?
“Something to help get me through the day, or maybe a reward for doing something I don’t like (such as grocery shopping or cleaning out my car).” -Maggie, 1999
“A small purchase that is nice for a small dopamine boost but will ultimately not affect your life in a major way, positive or negative.” -Liz, 2002
“Something under 10 dollars that i get when i do something i don’t want to.”
-Cecil, 2003
do you typically consider a "little treat"?
The key to little treats is that they need to be affordable. We’re talking less than $10 right now, or as one Gen Z put it, “less than an hour’s worth of work.” Food and drinks are usually the go-to options because they’re some of the last few consumable dopamine boosts for less than $10. A diet coke straight to the veins? Yes please!
While food is most Gen Z’s goto, there are also mentions of non-edible goodies like cute trinkets or small accessories (but nowadays even small little trinkets are upwards of $20 *cough cough* thx Sonny Angels). Little treats can be anything that make us feel like perhaps, just maybe, existing isn’t so bad.
How much do you typically spend on a “little treat?”
Spending HIGHS for Life’s LOWS
A little treat after a hard day that makes us question our existence just hits different. It’s a form of self-care for Gen Z.
“I finally stopped talking to my ex, so I got a $5 strawberry shortcake to celebrate & help myself get through the breakup.” -Lauren, 2006 > 10 hours ago
“I got a littlest pet shop at target because i worked 10 hours and my back hurt.” -Morgan, 2003
2 days ago
“I spent the day doing homework and I had an event to go to after, so I got myself a drink on the way for a caffeine boost and some motivation.” -Isabelle, 2004
3 days ago
“I recently had a job interview after several weeks of radio silence in my job search of five months, I got myself a snack from Taco Bell on the way home.” -Isabella, 2000
ALL ROADS LEAD TO LITTLE TREAT
What usually prompts you to indulge in a "little treat"?
achieving a small goal feeling overwhelmed by larger problems a stressful day a mental health boost just bc i deserve it other
ALL ROADS LEAD TO LITTLE TREAT
When life feels like it's dragging you through the trenches -> little treat. When you finally complete that wildly annoying task you thought you’d never get done -> little treat. When you realize life is fake and nothing is actually real and why tf do we have to pay rent to exist? -> little treat. When your world is falling apart but at least your pet still loves you --> little treat. When you make it through another day without cursing out your boss → little treat.
Gen Z is literally just trying to survive, and these small treats we buy ourselves are often the little motivators that keep us going in a world that seems to be crumbling in every direction. They aren't daily indulgences (simply because we can’t afford it), but we pursue them when we need a little pick me up.
Romanticizing Life, HBU? ;) Romanticizing
Life, HBU? ;)
When thinking of little treats, a similar sentiment arose amongst Gen Zs: romanticizing life. Social media has popularized the art of turning mundane moments into meaningful experiences, allowing us to escape reality and create a deeper appreciation for life. Romanticizing life, main character energy, hot girl walks, it’s all a form of shifting our perspectives to make life worth living (queue “life is worth living” audio currently trending on TikTok) .
“Little treats can remind me to cherish and romanticize different aspects of my life. It’s all of the small moments throughout the day, like getting a little treat, that remind me to be grateful for my life!! I celebrate small wins by telling my friends/ family and basking in the gratitude I feel.”
-Amanda, 2000
RomanticizingLife,HBU?;) RomanticizingLife,HBU?;)
As one of the first generations to openly discuss mental health struggles, we use "little treats" as a coping mechanism for our feelings of anxiety, uncertainty and frustration. While the internet has facilitated conversations about mental health, it has also flooded us with information on every mental illness, symptom, and emotion we might experience. Anyone who has spent time on mental health Tok knows how quickly it can become overwhelming. To keep things a bit lighter, we've found creative and lighthearted ways to mask our coping mechanisms.
Do you think "little treat" culture is more common among Gen Z than previous generations?
OUT OF OVER 100 RESPONDENTS, LESS THAN 5 MENTIONED A LITTLE TREAT
BEING RELATED TO SOMETHING THAT ISN’T PURCHASED.
WHY DO WE RELY ON SPENDING MONEY TO FEEL BETTER?
Gen Z vs. The Economy
Ironically enough, Gen Z’s habit of turning to small purchases as a pick-meup stems from the broader economic challenges we face.
ONLY 37% OF SURVEY RESPONDENTS SAID THEY WERE SATISFIED WITH THEIR CURRENT ABILITY TO ACHIEVE LARGER LIFE GOALS. How do you feel about achieving larger life goals (e.g., owning a home, career milestones) in the current economic climate?
“I don't feel confident that I'll buy my own home, but I don't feel rushed about it.” -Nicole, 2003
“I’m more than a bit nervous that the current job market, pay rates, and the general increase in living expenses won’t allow me to live comfortably.” -Liz, 2002
“Holding onto the dreams, but losing hope and starting to adapt to lower expectations for my future.” -Ray, 2002
Gen Z vs.
The Economy
Do you find yourself romanticizing or placing more value on small wins because bigger goals feel out of reach?
“Nopointworryingaboutthelittleexpensesbcemergenciesaregonna comeandwipeoutthesavingsanyway+nevergonnabeabletoretire anyway+nevergonnagetahouseanyway+upcomingclimatecollapse soenjoylifetothefullestwhilewestillcanbeforethewaterwars.”
-Bex,1998
With only 37% of respondents feeling satisfied with their ability to achieve larger life goals, it's clear that long-term financial success—like owning a home or reaching career milestones—feels increasingly out of reach. Gen Z expressed their worries with: rising costs, stagnant wages, and a job market that feels discouraging even for those with advanced degrees. Others said they simply came to peace with the reality that home ownership would never be a possibility for them. These larger goals can seem so distant that small, immediate comforts, like buying a snack or drink, offer a quick sense of relief and control.
Spending for inaS tySanityS a ytin (づ ◕ ‿ ◕ )づ inaS tySanityS a ytin
If you’re questioning how a generation struggling so much financially can afford to reward ourselves with little treats, the answer is: we place value in our mental health.
"I try to limit myself to one or two little treats a week and keep them under $8. It’s important to balance treating myself and saving for more important things." -Em, 2000
"I keep a budget and ensure that I am able to allocate enough money to savings, retirement, and required expenses, but also a certain level of disposable income to be used on small purchases like “treats”
-Savannah, 1998
"I try to have little treats stocked up at home to avoid overspending every single day, for example I like to make matcha lattes for myself at home with fun syrups and whipped cream flavors." -Neha, 2003
Spending for inaS tySanityS a ytin (づ ◕ ‿ ◕ )づ inaS tySanityS a ytin
It’s a delicate art of balancing indulgence and responsibility—truly, a Gen Z specialty. Many of us have mastered the fine line between treating ourselves and saving for the bigger stuff (like our funerals bc apparently that’s how long it’s going to take us to save a significant amount.. haha jk...maybe...). It's like a little mental game we play called “how much can I afford to spend to help maintain my sanity without hurting my wallet significantly to the point that I’m both losing it AND broke?”.
For some, it's all about smart budgeting, like putting aside "fun money" or finding joy in treats we already have at home. And, of course, there's the art of DIY indulgence—homemade matcha lattes with fancy syrups, anyone? But even the more cautious spenders recognize that these small comforts keep us going in a world that can feel overwhelming. The real skill here is finding the balance between immediate joy and long-term financial goals.
✧.*Little Treat✧. * with a side of GUILT GUILT GUILT
Have you ever felt guilty from treating yourself to a “little treat”?
"IfeelguiltymostofthetimewhenIspendmoney."-Elliot,2003
"Ifeelsillyforbuyingthingslikethatformyself.It’susuallyfood,so itdoesn’tlastforever,andIknowthejoyisfleeting."-Morgan,2002
"BecausemytreatisoftensugarysnacksandIhavebodyimageissues."
-Shhyanne,2003
"I’moftenhardonmyselfbutliketoremindmyselfthatit’sokay toindulgesometimes."-Maggie,1999
✧.*Little Treat✧. * with a side of GUILT GUILT GUILT
Although most Gen Zs recognize the value of a little treat, the joy comes with a side of guilt for most of us. For some, this guilt is tied to financial insecurity, where every purchase outside of basic needs feels like an unnecessary extravagance. Others find that their guilt is linked to body image issues or the fleeting nature of consumable treats—once it’s gone, the joy fades, leaving only regret. A common thought process is that treating yourself, even to small things like food, feels wasteful or unearned, especially for those with limited means.
However, 25.3% of Gen Z doesn’t share these feelings. Whether due to financial comfort or a more balanced approach to indulgence, they are able to enjoy their treats without the guilt. For them, the experience is more about finding peace with the idea of occasional indulgence, recognizing that treating yourself is not only allowed but essential.
IS
LITTLE TREAT LITTLE TREAT LITTLE TREAT
CULTURE HERE TO STAY?
Masking Life’s Bigger Problems
When asked how survey respondents would expect their little treat habits to change over time, here’s what many had to say:
"I don't think my approach will change much. The treats themselves may change to moments of quiet, or walks in the park, or something, but the reward in small things will always remain in my heart. It's an elder's wisdom to appreciate the small things in life and enjoy them to the fullest. After all, it's unlikely those big things will move the dial on my overall happiness. Career milestones are temporary, but peace and tranquility are forever." -Nicole, 2003
"I hope I'll get more comfortable doing them for myself and they won't be plagued with as much guilt and stress." -Beck, 2005
"I think that I’ll be able to afford more little treats, and have more time to enjoy them! However, I wonder if part of the enjoyment of the little treats is because money is a more scarce resource at this time in my life, so they are more special, whereas to a more financially successful person, they are easier to come by." -Savannah, 1998
"I'm hoping to stop feeling guilty about treating myself, and have it be more of an occasional thing because I don't have to celebrate tiny victories anymore." -Shyanne, 2003
Masking Life’s Bigger Problems
Here’s the reality: we feel completely out of control. The political landscape, wars overseas, the housing market, the economy— it’s all beyond our reach. With limited financial resources, being able to splurge on small things gives us a momentary sense of relief, like maybe we're not doing so bad after all. It’s our way of grasping for control and safety while the bigger issues in our lives remain unfixable overnight. We cling to the hope that things will change, that someday we’ll have more control.
But, are we actually delaying a change that could happen now?
Have we fallen into this toxic cycle with the economy, where we’ve been convinced that the way to feel better is by buying more things? It’s worth asking if we’re letting that quick fix mask the bigger, harder-to-solve issues in our lives.
BREAK/ING the LITTLE TREAT
CYC L ECYCLEC CYCELCY L ECYCLEC ELCY
"I hope to be in a place someday where I'm able to reward myself in ways that don't directly tie to consumerism. I want to feel fulfilled and treated simply with the love I feel for myself." -Alex, 2005
"Hopefully I won’t need to use treats as a crutch or a reward to motivate myself to do what needs to be done."Taylor, 2000
While little treats will continue to be a big part of Gen Z’s lives for that quick dopamine fix, you can see that many of us are already starting to realize these habits aren’t sustainable in the long run. A lot of us wish our happiness didn’t have to rely on something so fleeting. And honestly, consumerism itself might be the thing that breaks this habit for us. The last time I bought a latte, it was over $10 with all the upcharges for substitutions which made me reconsider indulging in it any longer. Will we soon be priced out of our little treats? Can we really afford to keep increasing our budgets for these quick fixes? Probably not. I think Gen Z will eventually shift towards finding stability and happiness through more meaningful, lasting strategies.
For brands, this is where the real opportunity lies. It’s not just about selling a product anymore—it’s about tapping into that deeper desire for fulfillment and offering something more sustainable and rewarding. Brands that can connect to this evolving mindset and offer solutions that aren’t just quick fixes, but genuine ways to enhance well-being, will have the edge as Gen Z moves beyond the temporary high of “little treats.”