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Gen Z’s Treat Culture: What Brands Need to Know

YPulse explains what brands should know about Gen Z’s treat culture—their habit of indulging in small, mood-boosting purchases from food to plushies…

Written and Edited by the YPulse Editorial Team

Oct 7 2025
North America

KEY TAKEAWAYS

Gen Z has embraced “treat culture,” finding joy in small, intentional purchases that make each day feel special
Whether an afternoon coffee or a sweet snack, Gen Z is literally treating themselves when the impulse hits
Gen Z is obsessed with trinkets, from plush keychains to mini glosses, as they embrace their inner child

“Treat. Yo. Self.” Fans of Parks and Recreation know the ritual well: Donna Meagle and Tom Haverford dedicate a day each year to indulging in all the finer things—the ultimate self-care celebration. Now, Gen Z has built a full-blown “treat culture” around giving themselves small indulgences all year long. From a $12 latte (yes, $12) to a Labubu bag charm, young consumers are rewarding themselves, even just for getting through another day. And while some these purchases may stretch their budgets, no matter how high prices climb, there are some “little treats” Gen Z will never give up. When we ask which small splurges they won’t give up, from fast food to gym memberships to makeup, YPulse’s Finance / Spending Monitor report shows only 17% of 13-17-year-olds and 5% of all 18-24-year-olds choose none. In reality, they’re making budget space for many—and sometimes because everything can be a treat if they romanticize it enough. The trend has taken off in part because of how expensive everything has become. For...