Getting out of bed to go to work or lugging yourself to the grocery store can feel tough. And for that, you deserve a little treat.
Gen Zers reward themselves for small wins, but also use little treats as pick-me-ups after a bad day. And some don’t even really have a reason.
“Buying myself a little treat because today would’ve been my birthday if I was born today,” one TikTok user posted.
And it’s important to remember that 💙 #fyp #fypage #greenvillesc #daydrinkers #localcoffee #cutecoffeeshop #trend #littletreat
Terran Fielder, a 23-year-old media specialist, told Fortune she treats herself to lunch during the day and that many of her small indulgences have to do with making her life easier or more time to rest when the day is over.
“When I treat myself, it’s usually in ways that give me more shut eye,” she said. “So, if I am not making lunch, that’s another 20 minutes in bed in the morning. It feels like I’m not just spending money: I’m investing in my well-being.” She said she estimates she spends about $200 to $250 per month on treating herself.
Part of treat culture goes back to the basic psychological concept of positive reinforcement. When you do something positive or are trying to reinforce habits, earning a treat or reward can help cement that behavior.
“Small, intentional joys become a way of reclaiming agency and grounding oneself in the present,” Amodio said. “Pair that with the influence of social media, 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.”
“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 altogether and order things online, just to avoid another errand.”
A version of this story was published on Fortune.com on August 19, 2025.
