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NEW YORK – As economic pressures mount, Gen Z consumers are embracing little treat culture, a trend that prioritizes small, everyday indulgences as a form of self-care. This shift in spending habits has prompted brands across the beauty, fashion, and food industries to incorporate “little treats” into their marketing strategies, tapping into Gen Z’s willingness to splurge on affordable luxuries, according to reporting by Gillian Follett for Ad Age.
Leading beauty and fashion brands, including Glossier, Dove, and Rhode, have adjusted their marketing to align with this growing trend. Glossier introduced a Black Cherry makeup collection in January, accompanied by a campaign featuring cherry-themed visuals. The campaign drove sales exceeding expectations by 115% in just two weeks, demonstrating the power of associating products with indulgence and self-care.
Similarly, Dove capitalized on the trend by partnering with Crumbl Cookies to launch cookie-scented body care products. The collaboration quickly went viral on TikTok, amassing nearly 60 million views and surpassing sales projections by over 50%. Within a month of the collection’s launch, it had generated three times more sales than any previous Dove product debut. Rhode, the skincare brand founded by influencer Hailey Bieber, has made dessert-inspired marketing a core part of its branding, frequently incorporating treats like cinnamon rolls into product names and promotional materials.
Beyond beauty, fashion brands are also capitalizing on the trend. LoveShackFancy partnered with Dylan’s Candy Bar to create a candy collection inspired by the bar's signature pink and floral aesthetic. The collection was an instant hit, further highlighting the growing consumer preference for products that adhere to the “little treat” philosophy.
According to marketing experts cited in Ad Age, Gen Z’s focus on small indulgences stems from economic and social uncertainty. A recent McKinsey & Company report found that 59% of Gen Z consumers plan to splurge on treats like beauty products and snacks in the coming months, compared to just 35% of Gen Xers and 20% of Baby Boomers. Millennials are also embracing the trend, with 53% stating they intend to indulge in little treats soon.
“‘Little treat culture’ is not just describing a buying behavior—it’s almost more like a philosophy,” Julia Peterson, director of consumer marketing at youth culture agency Archrival, wrote in an email. “Young people see ‘treating’ themselves not as a luxury, but as a necessity for staying grounded and finding joy in the wake of tough cultural and economic times. I think more and more brands are reading that shift and adjusting accordingly.”
While sweet treats remain a major focus, brands are extending the concept to other affordable luxuries. Diet Coke, for example, has embraced its status as a go-to daily indulgence for Gen Z with a new “Know the Signs” ad campaign, reviving the “Diet Coke break” messaging from the 1990s to cater to modern audiences.
Luxury brands are also tapping into this trend by offering affordable ways for younger consumers to interact with their products. Prada, Burberry, and Louis Vuitton have hosted pop-up cafés where Gen Z shoppers can enjoy coffee and desserts in an upscale setting. This strategy subtly reinforces brand affinity without requiring a significant financial commitment. It reflects the modern adaptation of the “lipstick effect,” where consumers opt for small luxury purchases instead of splurging on high-ticket items.
The little treat phenomenon is poised to continue shaping consumer behavior and brand strategies as economic challenges persist. Companies that successfully integrate small indulgences into their marketing may find themselves at the top of Gen Z’s shopping lists, demonstrating that a little treat can go a long way in building brand loyalty in uncertain times.
