A £3 pastry, an extremely expensive smoothie, a scented candle you didn’t need, but definitely wanted – these small purchases, spontaneous and emotionally charged, are fuelling what’s become known as little treat culture – a trend particularly among Millennials and Gen Z that’s not showing any signs of going away.

On the surface, it might look like impulse buying or a bit of over-indulgence. But this isn’t just about spending – it’s about agency, comfort, and control during a period of time where many bigger goals feel increasingly out of reach.

What is little treat culture?

Little treat culture is the act of finding joy in small, feel-good purchases – a kind of micro-reward system that helps punctuate the everyday. It’s the self-gifted serotonin boost after a rough week, a pick-me-up on payday, or a mid-afternoon dopamine hit.

The treats aren’t necessarily cheap; a “little treat” might be a luxury lip balm, a matcha latte from a trending café, or a new pair of headphones. But it’s the framing that matters. These purchases are positioned as deserved, manageable indulgences, rather than financial recklessness.

The avocado toast effect, version 2.0

There’s a deeper economic backdrop to this. Millennials and Gen Z are, by and large, locked out of the housing market. Even those earning good salaries often feel that home ownership is a distant dream. High rents, rising living costs and inflation have eroded the traditional markers of financial progress.

Owning a home once symbolised stability and success. Without that milestone, younger generations are reworking what reward and fulfilment look like. Instead of saving for a mortgage deposit (that might still be years away), many are choosing to enjoy life now, investing their disposable income in moments of pleasure rather than far-off goals.

In this context, little treat culture becomes more than just fun. It’s a form of self-care, autonomy, even resistance.

The role of content culture

Social media has supercharged this trend. TikTok, Instagram and YouTube are full of content celebrating these micro-moments – from “treat yourself” routines and mini-hauls, to ASMR unboxings and “what I bought after a bad day” posts. Sharing the act of treating oneself has become part of the ritual.

These platforms have helped normalise, even glamourise, small indulgence – especially when wrapped in a narrative of self-compassion or wellness. The viral $20/£15 smoothie might have raised eyebrows out of context, but positioned as part of a “soft girl Sunday” or “clean girl aesthetic”, it’s become aspirational.

Why brands should care

Little treat culture opens up a powerful space for brands – one where emotional resonance, personal gratification, and everyday luxury all come together.

Some examples of how brands are leaning into it:

• Beauty: Brands like Glossier, Fenty Beauty and Typology create product experiences that feel gift-like, even at entry-level price points. The packaging, branding and tone of voice all reinforce the idea of treating yourself
• Food and drink: Pret’s subscription model positioned coffee not as fuel, but ritual. Brands like Tony’s Chocolonely, Dash Water and Trip (CBD drinks) turn everyday items into mood-enhancing indulgences
• Retail and lifestyle: Oliver Bonas, Anthropologie, and Etsy sellers thrive on the idea that small, beautiful, relatively affordable items can elevate the everyday

This is also fuelling the popularity of:

• Mini formats (travel-size, tester kits)
• Limited editions (only available this month)
• Pop-up experiences and collabs
  All of which create a sense of novelty and specialness that plays into the psychology of the treat.

So how can brands respond?

1. Frame your product as a reward, not a necessity
   Even functional products can be elevated when positioned as part of a feel-good ritual. Emotional value is just as important as practical benefit.
2. Create rituals, not just purchases
   Brands that link into daily or weekly rituals; the Friday takeaway, the Sunday skincare routine, etc, can become part of consumers’ lifestyles, not just their shopping list.
3. Speak their language
   Tone of voice matters. Playful, emotionally intelligent copy helps reinforce the treat-like nature of a product, from the checkout message to the packaging insert.
4. Don’t shy away from premium pricing where appropriate
   If the product feels special, consumers will often justify the spend. For many, it’s not that they can’t afford a $20 smoothie, it’s that they can’t afford a house.

Final thoughts

Little treat culture is a reflection of shifting values in a period of economic pressure and emotional fatigue. Brands that understand this aren’t simply selling products – they’re offering comfort, control and self-celebration, one small indulgence at a time.

If you’re interested in uncovering how your target consumers are shopping, get in touch with us today.