For me, “little treat” strategizing starts early in the work day. My morning to-do list transforms into a mental obstacle course, with a glittering, $8 iced vanilla latte waiting at the finish line. Sure, I have a perfectly good coffee machine at home, and another one staring me down from the office kitchenette. But while there may be simpler, cheaper ways to get my midday caffeine hit, that’s not really the point. I’m after the ritual of removing myself from a mundane environment or task, engaging with the scenery and smells of a buzzing café, and indulging in something that feels special.
As my TikTok and Instagram feeds remind me every day, my experience is not unique. Little treat culture has emerged as a major social media trend in 2024, with droves of users attesting that they, too, have to bribe themselves with small delights to conquer basic responsibilities of adulthood—laundry, doctor’s appointments, overflowing inboxes. This self-care strategy may reflect a generational shift that financial therapist Lindsay Bryan-Podvin, LMSW, has observed: Millennials and Gen Z are rejecting “grit language” and fear of punishment as motivators. Instead, young people are responding to the promise of satisfaction and reward, Bryan-Podvin tells SELF. And we’re willing to hunt down—or create—those incentives for ourselves, if necessary.
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While the little treat has an impressive online fan club, it isn’t pitched as a fix-all. In fact, there seems to be a general sense that relying on lattes and sweets to take care of ourselves and our obligations might not be the healthiest approach: The phrase “toxic trait” comes up a lot on LittleTreatTok. But any critiques are far outweighed by the perceived benefits—which isn’t surprising given the unpredictable, often exhausting realities that we’ve been living with for the last few years. “We’re post-pandemic and in an election year, so life can feel really overwhelming and out of control,” Britt Frank, LSCSW, a therapist and speaker who specializes in productivity and stress management, tells SELF. “My little treat doesn’t fix any of that, but it does give the illusion that I’m in control of my universe and I can do what I want and have what I want.”
Do little treats actually help your mental health?
We know that these small indulgences make us feel good in the moment, so naturally we also want to feel good about incorporating them into our routines. But can silly little self-rewards actually have a positive impact on mental health and motivation—or are they, at best, just distractions (and at worst actually bad for us)?
“In terms of the science of it all, yes, getting a little treat does ‘work,’” Bryan-Podvin says. When you receive a reward or feel a sense of accomplishment, your brain releases the “happy hormone,” dopamine—which not only sparks pleasure and satisfaction but also motivates you to pursue that feeling again. So, in addition to a mood boost, an occasional reward for completing a task can help “reinforce” productive behaviors, David Spiegel, MD, director of the Center on Stress and Health at Stanford University, tells SELF.
Research even supports that “small rewards” of “quite mundane goods”—items that feel attainable and reasonable enough to regularly purchase, but also special enough to strive toward–can be among the most effective self-incentive strategies. But before you write off all reservations about your ice cream outings or rapidly growing nail polish collection, there are some important caveats and ground rules to consider.
How do you know if your favorite little treat is good for you?
When the impulse to buy a treat hits, it’s a good time to check in with yourself and assess how you’re really feeling. Frank likens monitoring your self-rewards to caring for your inner child. “And just like with parenting actual children, giving yourself a prize is sometimes a really appropriate and wonderful thing to do,” she says. But other times, she adds, what you actually need might be a hug, an active listener, or some guidance. The caffeine, sugar, or retail fix you’re craving probably won’t ease your anxiety after a particularly hectic workweek or intense argument. That doesn’t mean that you can’t have it anyway, but acknowledging the root of your emotions (instead of trying to “treat” them away) can help you better soothe yourself.
That said, there will inevitably be times when evaluating your emotions in a measured, neutral way is easier said than done. So if you’re struggling with self-assessment before your treat, Frank advises checking in right after you enjoy it: Did your mood improve meaningfully? Did it inspire a change in behavior—a reduction in screen time, for example—if that was the goal? Did it actually motivate you to tackle your to-do list, or would you have bought it no matter what? If it just made you feel happy for a minute, that’s okay too! The point isn’t to judge yourself, but to become more aware of how the treat is adding to—or perhaps taking away from—your life.
Checking in with yourself can also help you determine if your little treats are a way to emotionally detach from an unhealthy situation. Self-rewards can be a great way to add a little joy or inspiration to your routine, but when you’re relying heavily on them to get through the day, Bryan-Podvin advises asking: “Are you using little treat culture to mask something you shouldn’t really tolerate?” If, for example, you find that your morning pastry is the only thing that brings you any satisfaction at your job, or you can only motivate yourself to leave the house by promising yourself a matcha, removing the prize from the equation can help shed light on an unsustainable environment, relationship, or mental health state.
How to make your treats work for you—not the other way around
While your emotional relationship to your comfort purchase is important, it’s not the only factor to consider. The “little treats” we see most often referenced on social media are small expenses—beverages, bakery items, lip glosses—that can really add up over time. “As a financial therapist, I would say that if this sweet little treat is impacting your bottom line, then you need to be mindful about where to pull back,” Bryan-Podvin says. She clarifies, however, that your treat doesn’t have to be the first thing on the chopping block if you’re overspending.
If your biweekly manicure or office-day cappuccino makes you feel meaningfully better, you’re allowed to prioritize it. Maybe that means nixing your least-used streaming service or swapping takeout night for a pantry dinner; maybe it means investing in your favorite face mask in bulk, if it’s cheaper that way in the long term. In any case, Brayn-Podvin says you shouldn’t feel guilty for taking measures to make a harmless treat work within your budget.
Being more mindful and intentional about your go-to reward might also mean reconsidering your definition of a “treat” entirely. “I’m not big on the commercialization of positive behavior, so I would urge people to broaden their view of what a reward is,” Dr. Spiegel says, who shares that the “little treat” he most looks forward to during the workday is getting outside for a walk, feeling the sun and fresh air, and listening to the birds.
It’s also worth noting that studies show people tend to find experiential purchases more satisfying (and less regrettable) than material ones. So even if the treat that works best for you does involve a transaction, finding ways to make it into an experience—like walking to the corner store instead of the vending machine for your afternoon Diet Coke, or listening to your favorite feel-good podcast while you sip it—can make it all the more rewarding.
While there are plenty of ways to analyze little treat culture, and it can be helpful to think about the broader role that your go-to treats play in your life and wellness, it’s also important not to be too hard on yourself. “So often we think about rewards as things that are just for kids and that adults should always do the ‘responsible’ thing. But these little treats can really act as moments of self-care,” Bryan-Podvin says. So in case you’re not convinced yet: Yes, you do deserve a little treat—and to get every possible drop of joy out of whichever one you choose.
Related:
- 4 Ways to Tell If Your Self-Care Practice Is Actually Making You Feel Better
- How to Make Your Alone Time Feel Luxurious as Hell
- I’m a Therapist Who Procrastinates—Here’s How I Get Unstuck
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