The rise of 'little treat culture': How Gen Zs are splurging on pricey everyday items for pick-me-ups By FRANKIE ELLIOTT FOR MAILONLINE Published: 06:17 EST, 5 January 2025 | Updated: 06:25 EST, 5 January 2025 e-mail View comments We have all been there - commuting home after a long day at work and feeling the weight of the world on your shoulders, before stifling the urge to buy something to lift your spirits. But in the current economic climate, many cannot afford to break the bank with a new jumper or computer game so instead turn to something small and less expensive for the desired pick-me-up. This is all a part of a phenomenon known as 'little treat culture', a trend driven by Gen Zers, which is starting to become a part of everyday for youngsters in Britain.
Since Britain was plunged into the cost-of-living crisis, retailers have seen soaring demand for 'feel-good' items. These 'little treats' can range from an iced coffee to scented candles, with almost one in five Brits (18 per cent) splurging on these products up to three times a week. Youngsters have been showing off their little pick-me-ups on TikTok as many indulge in pampering products, artisan chocolates and specialty teas.
Growing demand for these simple, yet sometimes pricey, pleasures has led brands to alter business strategies and offer travel-sized or limited edition alternatives. One business seeing the benefit of 'little treat culture' is The Little Dessert Shop, a London-based firm that specialises in a.
