Every time life feels overwhelming, there’s always a fix. It starts with a tub of ice cream and ends with a lighter wallet. We live in an age where Gen Z are taking the lead. They are driving ongoing trends, emotional vent-outs, mental health conversations, and several other things that feel convenient to them. One such product of Gen Z’s creativity and intellect is the “Little Treat Culture.”
What Is Little Treat Culture?
The Little Treat Culture is a Gen Z way of romanticising small experiences in life. It is a deliberate effort to find joy in the small, often mundane experiences of everyday life. It involves moments of self-indulgence and pampering for every overwhelming or emotionally charged experience.
The concept of using treats as a coping mechanism gained popularity in 2011 with an episode of the show Parks and Recreation, which preached the idea of a “pamper day” under the motto “Treat Yo Self.”
The little treats culture started as a lifestyle practice where Gen Z used small treats to celebrate the pleasurable experiences of their lives. This included buying their favourite snack, beauty products, or glamming up to visit their favourite cafes. This act of celebrating ordinary occasions was seen as a motivation to carry on strong with the highs and lows of their day-to-day lives.
However, this trend seems to be getting slightly out of hand now. For every single thing that feels mildly inconvenient, there’s a “treat” waiting to overcome it. A rough day at college calls for an expensive coffee, a little laundry demands a Rs 500 snack, and even boredom is now met with desserts.
A Bank of America report from July revealed that almost 57 per cent of Gen Zs usually treat themselves with small purchases at least once a week, which leads to the problem of mindless spending. What once began as a light-hearted coping mechanism has now turned into a vicious cycle of overspending disguised as self-care.
Trick Or Treat?
Is the concept of the “little treat culture” really a healthy approach to the small adversities of our day-to-day life? Or is it just another trick played by social media to romanticise mindless overspending?
India Today quotes Abhishek Kumar, a Sebi-registered analyst and founder of SahajMoney, “Little treats are like small leaks that can drain a tank if left unchecked. Individually, they may seem insignificant, but over time they compound and can strain your finances.”
Most Gen Z adults buy themselves treats at least once a week and ultimately give in to the cycle of overspending. This can, in the long run, harm their budget and deplete their savings.
Further, India Today quotes Shreya Kaul, a counselling psychologist based in Delhi-NCR, as she stresses the ill effects of coping through mindless spending. She says, “If treating yourself becomes the only form of coping, it risks ignoring deeper emotional, physical, and mental well-being needs.”
Abhishek Soni, co-founder and CEO of Tax2win, tells India Today, “Out-of-the-way spending, if not managed, can lead to financial trouble not today, but in the future. The golden rule is simple: save first, spend later.”
Read More: Why Is Gen Z Choosing To Become Nannies For Ultra-Rich Billionaires?
How Social Media Plays A Role
Social media has been one of the biggest catalysts behind the rise of the “little treat” phenomenon. Platforms like Instagram, TikTok, and YouTube Shorts have turned the act of buying something small into a ritual, almost as if every task requires an expensive reward.
What began as harmless “self-care day” videos soon evolved into the “I deserve this” economy. The simple act of completing a pending task has turned into a justification for buying a ₹400 coffee or an expensive beauty product.
A report on the Meta-commissioned GWI study on Quick Commerce highlights that about 86 per cent of respondents discover Quick Commerce products through social media platforms like Facebook and Instagram.
59 per cent of respondents from tier-2 and tier-3 cities revealed finding various products through reels, while 57 per cent of them found their purchase inspirations from influencers.
Social media has deeply influenced how Gen Z spends their money. A little treat once in a while is harmless, but when it turns into a loop of mindless and unnecessary rewards for every basic task, it loses its actual purpose. As more people consume what surfaces online, it is likely that many are influenced and shape their decisions based on what is preached on social media.
The Times of India quotes Sakchi Jain, a CA and financial educator, saying, “Buying a ₹300 coffee twice a week or ordering food worth ₹700 every weekend may seem harmless, but over a year it can total ₹30,000 to ₹40,000. It’s fine to enjoy your money, but be mindful of it. Frequent little indulgences can delay bigger financial goals. Setting a monthly limit and tracking it helps.”
This highlights how a small trend on social media of romanticising everyday tasks can turn into a deliberate pinch in the pocket, making it difficult for people to keep up with increasing expenses in the long run. What it calls for is balance and a need to differentiate between necessity and luxury.
Is There A Balance?
Finding the balance between treating oneself and overspending is less about restricting fun and more about creating intentionality. The question isn’t “Should I treat myself?” but “Why and how often do I treat myself?”
According to Lindsay Bryan-Podvin, financial therapist and speaker, “Millennials and Gen Z are rejecting ‘grit language’ and fear of punishment as motivators. Instead, these young folks are responding to the promise of satisfaction and self-reward.”
She further explains, “If this sweet little treat is impacting your bottom line, then you need to be mindful about where to pull back.”
Sakchi Jain explains to the Times of India, “Reserve 20 percent of your income for guilt-free spending on treats, dining, or shopping. Keep 50 percent for essentials and 30 percent for savings. The split may shift with lifestyle or city. This way, you can enjoy the present without harming future financial health.”
Ultimately, the goal isn’t to cut out these little treats but to redefine when and how often they should be claimed. Self-care doesn’t always have to come with a price tag. A slow morning, a warm home-cooked meal, or something as simple as a stroll in the park can be a treat too.
Images: Google Images
Sources: Times Of India, Business Standard, India Today
Find the blogger: @shubhangichoudhary_29
This post is tagged under: little treat culture, gen z spending habits, gen z money habits, self care trend, overspending trend, treat yo self culture, emotional spending, mindfulness and money, personal finance gen z, social media influence on spending, daily treats trend, impulse buying gen z, lifestyle trends 2025, self care overspending, quick commerce trend, instagram lifestyle trends, money management for gen z, financial wellness tips, gen z culture India
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