Gen Z spends hundreds a month on ‘treat culture,’ justifying it with the challenges of daily life—but that’s a ‘slippery slope,’ Bank of America says

• Many Gen Zers frequently indulge in “treat culture,” rewarding themselves with small purchases like snacks or conveniences as a form of self-care, coping, and positive reinforcement. While these little luxuries offer comfort and are often justified as necessities, nearly 60% of Gen Z admit it leads to overspending. Treat culture isn’t unique to Gen Z, but this generation has mainstreamed it to a daily practice.

Getting out of bed to go to work or lugging yourself to the grocery store can feel tough. And for that, you deserve a little treat. 

At least that’s the way many Gen Zers see it. Despite a lack of income, Gen Z finds ways to reward themselves frequently: 57% buy themselves a small treat at least once a week, according to a Bank of America report from late July. This could be good news for retailers like Starbucks and Dunkin’, since coffee and other beverages are popular and relatively low-cost treats. Trader Joe’s could al...