Today’s “Treat Yourself” Trend

Gen Zers are at the forefront of a younger group of consumers who are making “impulsive, indulgent and often unnecessary purchases to achieve short moments of satisfaction and relief.”¹ This buying behavior surfaced at the end of 2024, and with economic uncertainty including anxiety around tariffs and rising prices, it has continued throughout 2025. Even though this way of spending can cause additional financial strain, 1 in 5 Americans admit to doing it.² On social media, phrases like “Girl Math” and “Brat Summer” represent the idea that this is not just a trend, but a new emotional economy: “one where consumers justify indulgence not through logic, but through feeling.”¹

The current economic landscape means that younger consumers are facing a set of stressors that will continue to drive anxious spending. High prices, a stagnant housing market, career volatility, sociopolitical tension and climate anxiety are all contributors.¹ The big picture? Financial pressure will continue. While that could force some consumers to cut back, even from impulse purchases, it is likely that the emotional desire for quick pick-me-up treats will remain. For foodservice, this creates an opportunity to offer up small moments of delight that feel affordable for the guest. 

As an expected “treat” category, food and beverage very well may be where the “I deserve it” mentality originated. It’s a reliable form of comfort and a small indulgence, with 35% of consumers buying themselves a small treat, such as coffee, snacks, or desserts, when feeling down or stressed.⁶  This is a defining behavior especially among Gen Z, with 32% of this group treating themselves daily.³ In response, major chains are winning with the launch of soul-satisfying treats that include “bite-sized, low-price, highly photogenic items, including snackable pastries, mini sweets and signature drinks that cue fun and FOMO.”⁴

Operators can win these moments by thinking about offerings in terms of creating joy. Delight-seekers aren’t spending money recklessly—they’re managing their mood. Offering a little bit of instant happiness is what will entice guests to make a purchase. Create affordable delight on your own by: 

Offer little treats with little price tags, $10 and under: nearly a quarter of consumers aim to spend $5 on a treat away from home, and one-third spend between $5 and 10.⁴ Smucker’s^® fruit spreads add easy bursts of flavor and color to mini parfaits or sparkling lemonades.

Signature drinks serve as both comfort and content. Café Bustelo^® and 1850^® premium coffees paired with Select Brew^® equipment, and Café Bustelo single-serve cans, make specialty coffee pick-me-ups a low-labor addition that still offers wow-factor.   

Many consumers seek balance in their treats with one-third of consumers believing that little treats can be both indulgent and good for you.⁴ Jif^® peanut butter easily pairs with on-the-go snacks like apple wedges or pretzels or provides a finishing touch for chocolate sweets. 

When guests buy a treat, the sooner they get it, the sooner they feel relief.³ Keep the emotional payoff intact with portable, ready-to-go options. Smucker’s^® Uncrustables^® sandwiches are a classic favorite that fit into just about every daypart.