For Gen Z, treating yourself isn’t about throwing caution to the wind. It’s about finding those little moments of joy without wrecking your wallet. Whether it’s a favourite snack, a spontaneous dessert run, or finally caving on that clothing splurge, small indulgences are very much part of the routine. But so is being smart about it.
CouponFollow recently surveyed 1,008 Gen Z adults to find out how they actually balance the urge to treat themselves with the reality of their budgets, covering everything from spending limits to favourite ways to save.
The full report can be found here: https://couponfollow.com/research/the-treatonomics-index
Key Takeaways
- Snacks (52%), desserts (51%), and clothing (49%) top the list of what Gen Z considers most worth spending on.
- 2 in 5 Gen Zers (41%) say alcohol is the single biggest waste of money, nearly double any other category surveyed, including streaming subscriptions, gaming, and specialty coffee.
- 63% of Gen Zers say paying full price is financially irresponsible.
- 64% of Gen Zers would switch from a go-to brand to a competitor solely because of a discount.
- About 1 in 4 Gen Zers have a $50-a-week or more treat budget, totaling more than $2,600 a year.
- Nearly 1 in 5 Gen Zers (19%) say small treats are their main source of joy during the week.
“Small indulgences have become a regular part of how Gen Z rewards themselves and gets through the week. At the same time, their answers show a clear line between what feels worth the money and what feels like a waste,” said CouponFollow.
Treating themselves is the norm for Gen Z, with 92% saying they do it in some form. The most common approach was balancing small treats with the occasional splurge, chosen by 44% of respondents. Another 30% said they leaned toward lots of small, affordable treats, while 18% preferred fewer but bigger splurges.
“These purchases are often tied to emotion as much as enjoyment. More than 1 in 4 Gen Zers (28%) said they treat themselves to cope with stress, while 21% use treats as a reward for accomplishments. Another 19% said small treats are their main source of joy during the week, and 7% said they serve as a substitute for larger milestones they can’t currently afford.
Men and women did not always approach treating themselves the same way. Women were more likely to favor small, frequent treats, with 33% choosing that option compared to 25% of men. And men were more than twice as likely to prefer bigger splurges (27% vs. 12%).”
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