"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."
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.
Read at Fortune
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