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Gen Z's 'Little Treat' Economy: Self-Care or Financial Self-Sabotage?

MarketDash Editorial Team
17 days ago
Gen Z has turned small indulgences into a weekly ritual, with 57% buying treats regularly and 59% admitting they overspend. Financial experts weigh in on whether these morale-boosting purchases are harmless joy or a debt trap in disguise.

Gen Z has discovered a coping mechanism for economic anxiety, and it comes in the form of Labubu dolls, oversized croissants, and whatever viral commodity TikTok is pushing this week. Welcome to "little treat" culture, where a small purchase becomes a weekly ritual designed to provide a quick morale boost in an otherwise financially stressful world.

The numbers are striking. A Bank of America survey found that 57% of Gen Z buys a weekly "treat," and for 59% of them, this routine leads to overspending. What started as occasional self-indulgence has morphed into a cultural signature, complete with its own TikTok hashtags. But here's the question everyone's dancing around: are these little treats legitimate self-care, or are they a financial trap disguised as therapy?

"The key is to ensure that these purchases align with broader financial goals, rather than serving as a form of escape from financial anxiety itself," Julien Brault, founder of personal finance website MooseMoney, told MarketDash.

Experts warn that the line between a budget-friendly boost and a harmful habit is thin, and crossing it is easier than you might think.

The 'Joy Fund': Making Room for Happiness

If this all sounds familiar, it should. Millennials already went through their own version of this debate, with avocado toast serving as that generation's symbolic stand-in for financial irresponsibility. The lesson learned? The solution isn't to eliminate treats entirely but to plan for them intentionally.

The most common strategy recommended by financial professionals: creating a dedicated fund specifically for discretionary spending.

"One hack that makes the budgeting process easier is the creation of a 'fun fund'," Brigitte Killings, managing director of community and business development at JPMorgan Chase, told MarketDash. "This is money set aside specially for things that bring you joy. Simply setting aside $20 a week can add up to something fun without hurting your long term financial goals."

Clorissa Ritchie, Senior Content Manager at Westerra Credit Union, calls it a "joy fund" and recommends allocating a percentage of net income—usually 5 to 10%—for personal enjoyment.

For those who find traditional budgeting too restrictive, there's another approach. Anthony Rasotto, CEO of ARC Wealth, suggests a "reverse budget" strategy. "Automate savings, allocate cash for fixed expenses, and then they can spend the remaining cash guilt-free," he explained. "That way, it's not overspending, it's spending what's left over in their budget."

When Your Treat Becomes a Trap

Financial experts are remarkably consistent on what constitutes the biggest red flags, and they almost always revolve around how the treat is funded.

"The biggest red flag is when these purchases are funded by credit or taken from emergency savings," warns Ritchie.

Brault is more direct: "A red flag is relying on credit to fund these small wants. If you're using a credit card for morale purchases and not paying the balance monthly, those tiny expenses are coming at a high interest cost. That's no longer self-care, that's self-sabotage in disguise."

David Dowhan, chief product officer at SavvyMoney, points to the "invisibility" of small transactions as particularly concerning. "What concerns me more is how people are funding these purchases," he told MarketDash. "If someone is leaning on buy now, pay later, credit cards or overdraft protection to cover frequent small purchases, that's when a morale boost becomes a financial liability."

The stakes are real. According to Lending Tree, the average interest rate on credit cards is about 24%. That $7 latte funded by credit suddenly costs a lot more when you're paying nearly a quarter more in interest.

The Earn-It-First Versus Invest-First Debate

Most financial advisors advocate for a disciplined, earnings-based approach to treats. Kyle Chapman, a licensed fiduciary at Asset Preservation Wealth & Tax, takes a tough-love stance. "I don't think [Gen Z] can navigate the morale benefits," he told MarketDash. "I think they should force themselves to earn this 'treat' by making sure they pay themselves first by saving 20% of their income before spending."

But not everyone agrees with the restrictive approach. Colin Sahagun, the 21-year-old founder and CEO of fintech company Stelrix, thinks the entire "little treat" narrative is overblown. "A $7 coffee or a $15 impulse buy isn't the problem. The real issue is that we're calling it 'overspending' when the actual problem is under-investing," he said.

His philosophy? "Invest first, spend second. If you're putting money into your portfolio consistently, even small amounts, then spending $20 to $30 a week on things that make you happy isn't overspending."

It's a perspective that reframes the entire debate. Instead of obsessing over whether that giant croissant is financially responsible, focus on whether you're investing consistently first. If you are, the croissant becomes significantly less problematic.

The Bottom Line

The consensus among financial experts is clear: little treats have a place in a healthy financial life, but only with a plan. Whether you call it a joy fund, a fun fund, or just discretionary spending, the key is intentionality. Budget for it, plan for it, and most importantly, fund it with money you actually have.

So go ahead and enjoy the occasional viral toy or oversized pastry. Just don't fund it with tomorrow's money—whether that means amassing credit card debt, depleting your emergency savings, or missing out on investment opportunities. Because the whole point of a little treat is that it's supposed to make you feel better, not worse, and there's nothing joyful about 24% interest rates.

Back to News

Gen Z's 'Little Treat' Economy: Self-Care or Financial Self-Sabotage?

MarketDash Editorial Team
17 days ago
Gen Z has turned small indulgences into a weekly ritual, with 57% buying treats regularly and 59% admitting they overspend. Financial experts weigh in on whether these morale-boosting purchases are harmless joy or a debt trap in disguise.

Gen Z has discovered a coping mechanism for economic anxiety, and it comes in the form of Labubu dolls, oversized croissants, and whatever viral commodity TikTok is pushing this week. Welcome to "little treat" culture, where a small purchase becomes a weekly ritual designed to provide a quick morale boost in an otherwise financially stressful world.

The numbers are striking. A Bank of America survey found that 57% of Gen Z buys a weekly "treat," and for 59% of them, this routine leads to overspending. What started as occasional self-indulgence has morphed into a cultural signature, complete with its own TikTok hashtags. But here's the question everyone's dancing around: are these little treats legitimate self-care, or are they a financial trap disguised as therapy?

"The key is to ensure that these purchases align with broader financial goals, rather than serving as a form of escape from financial anxiety itself," Julien Brault, founder of personal finance website MooseMoney, told MarketDash.

Experts warn that the line between a budget-friendly boost and a harmful habit is thin, and crossing it is easier than you might think.

The 'Joy Fund': Making Room for Happiness

If this all sounds familiar, it should. Millennials already went through their own version of this debate, with avocado toast serving as that generation's symbolic stand-in for financial irresponsibility. The lesson learned? The solution isn't to eliminate treats entirely but to plan for them intentionally.

The most common strategy recommended by financial professionals: creating a dedicated fund specifically for discretionary spending.

"One hack that makes the budgeting process easier is the creation of a 'fun fund'," Brigitte Killings, managing director of community and business development at JPMorgan Chase, told MarketDash. "This is money set aside specially for things that bring you joy. Simply setting aside $20 a week can add up to something fun without hurting your long term financial goals."

Clorissa Ritchie, Senior Content Manager at Westerra Credit Union, calls it a "joy fund" and recommends allocating a percentage of net income—usually 5 to 10%—for personal enjoyment.

For those who find traditional budgeting too restrictive, there's another approach. Anthony Rasotto, CEO of ARC Wealth, suggests a "reverse budget" strategy. "Automate savings, allocate cash for fixed expenses, and then they can spend the remaining cash guilt-free," he explained. "That way, it's not overspending, it's spending what's left over in their budget."

When Your Treat Becomes a Trap

Financial experts are remarkably consistent on what constitutes the biggest red flags, and they almost always revolve around how the treat is funded.

"The biggest red flag is when these purchases are funded by credit or taken from emergency savings," warns Ritchie.

Brault is more direct: "A red flag is relying on credit to fund these small wants. If you're using a credit card for morale purchases and not paying the balance monthly, those tiny expenses are coming at a high interest cost. That's no longer self-care, that's self-sabotage in disguise."

David Dowhan, chief product officer at SavvyMoney, points to the "invisibility" of small transactions as particularly concerning. "What concerns me more is how people are funding these purchases," he told MarketDash. "If someone is leaning on buy now, pay later, credit cards or overdraft protection to cover frequent small purchases, that's when a morale boost becomes a financial liability."

The stakes are real. According to Lending Tree, the average interest rate on credit cards is about 24%. That $7 latte funded by credit suddenly costs a lot more when you're paying nearly a quarter more in interest.

The Earn-It-First Versus Invest-First Debate

Most financial advisors advocate for a disciplined, earnings-based approach to treats. Kyle Chapman, a licensed fiduciary at Asset Preservation Wealth & Tax, takes a tough-love stance. "I don't think [Gen Z] can navigate the morale benefits," he told MarketDash. "I think they should force themselves to earn this 'treat' by making sure they pay themselves first by saving 20% of their income before spending."

But not everyone agrees with the restrictive approach. Colin Sahagun, the 21-year-old founder and CEO of fintech company Stelrix, thinks the entire "little treat" narrative is overblown. "A $7 coffee or a $15 impulse buy isn't the problem. The real issue is that we're calling it 'overspending' when the actual problem is under-investing," he said.

His philosophy? "Invest first, spend second. If you're putting money into your portfolio consistently, even small amounts, then spending $20 to $30 a week on things that make you happy isn't overspending."

It's a perspective that reframes the entire debate. Instead of obsessing over whether that giant croissant is financially responsible, focus on whether you're investing consistently first. If you are, the croissant becomes significantly less problematic.

The Bottom Line

The consensus among financial experts is clear: little treats have a place in a healthy financial life, but only with a plan. Whether you call it a joy fund, a fun fund, or just discretionary spending, the key is intentionality. Budget for it, plan for it, and most importantly, fund it with money you actually have.

So go ahead and enjoy the occasional viral toy or oversized pastry. Just don't fund it with tomorrow's money—whether that means amassing credit card debt, depleting your emergency savings, or missing out on investment opportunities. Because the whole point of a little treat is that it's supposed to make you feel better, not worse, and there's nothing joyful about 24% interest rates.

    Gen Z's 'Little Treat' Economy: Self-Care or Financial Self-Sabotage? - MarketDash News