‘Little Treat’ Culture Is Part of the American Dream: Will Tariffs Upend It for Good?
Written by
Chris Adam
Edited by
Amen Oyiboke
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A great deal of debate has been going on about how tariffs from President Donald Trump’s administration may impact prices for necessities such as food and clothing. But what about those goodies that don’t necessarily fall under the category of necessities?
For instance, Gen Zers are reportedly big supporters of the so-called “Little Treat Culture,” where you buy yourself indulgences such as pricey coffees or trinkets, according to Ad Age. While some may argue that’s part of the American Dream, there are concerns that tariffs may get in the way.
Fighting for ‘Financial Survival’
According to Joan Denizot, founder of Body Ready, these cheap little luxuries are more than momentary indulgences. Denizot said they’re often small acts of self-affirmation and emotional care, but people may feel forced to cut back on them amid rising prices.
“The danger is that in the name of financial survival, we also begin to deprioritize emotional and mental well-being,” Denizot said. “Little luxuries may be small, but they carry big emotional value.”
Planning Your Indulgence
Ashish Agarwal is an entrepreneur and founder of Home In Depth, said he personally connected with the culture of treating yourself. Agarwal said money was tight when starting the entrepreneurial journey, but morale boosts were still needed.
“Treating yourself doesn’t mean spending more,” Agarwal said. “It means being intentional. Make indulgence a habit you plan, not a reaction to stress.”
Finding More Affordable Methods
Even if you need to cut back on spending, Denizot said there are ways to make treating yourself more affordable. Denizot recommended trying do-it-yourself drinks at home, setting a “joy budget,” and searching for free community events.
Agarwal added that rising prices don’t mean your small luxuries need to disappear — they just need a creative reset. For example, you could try rethinking part of your space at home into a mini wellness area to help you recharge without going to a spa.
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Sources:
- Ad Age, “Gen Z Little Treat Culture influences Glossier, Dove, Diet Coke marketing”
- Joan Denizot, Body Ready
- Ashish Agarwal, Home In Depth
