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Getting out of bed to go to work or lugging to the grocery store can be difficult. And for that, you deserve a little treat.
At least that’s how many Gen Zers see it. Despite the lack of income, Generation Z frequently finds ways to reward themselves: 57% of them buy themselves a small treat at least once a week, according to a study. Bank of America report from the end of July. This could be good news for retailers like Starbucks and Dunkin’as coffee and other drinks are popular and relatively inexpensive treats. Trader Joe’s could also benefit from this trend since they are known for their unique foods and drinks, as well as Sephora and Ulta as personal care and cosmetics become increasingly popular with younger generations.
But for nearly 60% of Gen Z, this leads to overspending, “making small treats a slippery slope,” according to the report. However, the generation has shared widely on social networks about the little ways they treat each other, whether it’s buying a simple ice cream cone or splurging on new clothes.
Gen Zers reward themselves for small wins, but also use small treats as a pick-me-up after a bad day. And some don’t even really have a reason.
“I’m buying myself a little treat because today would have been my birthday if I was born today,” one TikTok user posted.
Terran Fielder, a 23-year-old media specialist, said Fortune she treats herself to lunch during the day and that many of her little indulgences are intended to make her life easier or give her more time to rest at the end of the day.
“When I medicate, it’s usually in a way that allows me to get more shut-eye,” she said. “So if I don’t make lunch, that’s another 20 minutes in bed in the morning. I feel like I’m not just spending money: I’m investing in my well-being.” She said she estimates she spends between $200 and $250 a month on treatment.
To be sure, Gen Z isn’t the first generation — and it’s probably not the last — to participate in treat culture. More recently, older generations looked down on millennials for their propensity to treat themselves to avocado toast and a daily meal Starbucks coffee, arguing 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.” Daniel Levinedirector of a consumer trends consulting firm Avant Guide Institutesaid Fortune.
“While members of the Silent Generation treated themselves to a new dress for a special occasion and Baby Boomers splurged on a new car or vacation after hitting a career milestone, the Silent Generation X “The low barrier to entry makes it a daily habit.”
Meanwhile, online shopping as well as food delivery has made it easier to indulge in treats. In fact, Gen Z uses grocery store subscriptions 133% more often than Gen X, according to a 2024 PYMNTS investigation of more than 67,000 consumers in 11 countries representing nearly half of global GDP.
Why treatment culture exists
Part of the treat culture goes back to the basic psychological concept of positive reinforcement. When you do something positive or try to reinforce your habits, earning a treat or reward can help solidify that behavior.
The culture of treatment, for younger generations, also serves as a coping mechanism or a form of resistance to societal pressures and stressors, Jillian Amodioa licensed master social worker at Waypoint Wellness Center, said Fortune. That’s because Gen Z came 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 a career boost from working in an office, then working remotely during the pandemic, then being forced back in person in recent years.
“Small, intentional joys become a way to reclaim agency and ground yourself in the present,” Amodio said. “Pair that with the influence of social media, where trends, aesthetics and ‘little luxuries’ are celebrated and widely shared, and we have the perfect conditions for treat culture to thrive in the spotlight.”
Another study by Intuition Credit Karma also showed that Gen Z justifies certain non-essential purchases like streaming services, skincare, dining out, fitness classes, and more. as “necessities” rather than discretionary purchases. In fact, more than half of Generation Z consider spending on their hobbies and interests a necessity, not a luxury, and place them above 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 leave the store altogether and order things online, just to avoid another errand.”
A version of this story was published on Fortune.com on August 19, 2025.
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