Little Treats have been high up on the cultural conversation for the last few years – in sum, it is a post-millennial trend defined by instant gratification and popularised by internet memes and ‘digital intimacy’. The term has been bandied around and discussed at great length. With younger generations feeling the financial squeeze of economic instability and the doom of political turmoil, future goals and plans feel threatened, making long-term planning and ‘pay-offs’ feel well… too out of reach, and therefore some started prioritising small and instantly gratifying purchases (for example, a $20 Erewhon smoothie) that allegedly help assert control in an unstable world. 

So much has been said about Gen Z in relation to treat culture, including criticism of said generation in prioritising more mundane pursuits like buying a sweet treat rather than saving for home ownership – but the thing is, this is not new. Millennials in the mid-2000s were criticised by older generations for liking the infamous avocado toast a little too much and not prioritising other, more ‘grown-up’ milestones, and “the lipstick effect” was coined by Estée Lauder’s Leonard Lauder to explain the purchasing of little, less costly, luxuries to cheer oneself up during an economic downturn. So, while this is not new, it seems habits around treat culture are changing slightly. And no shame to either generation, as they navigate an increasingly complex world, fraught with poly-crisis – little treats seem to be the least of anyone’s problems.

Amid all of this, there’s also online fatigue, and people are becoming more aware of online-driven ‘brain-rot’ and dopamine addiction. Many are now seeking another option that disrupts this never-ending scroll-loop of consumption (of both metaphorical content and memes, but also online purchases). People are reaching for physical, sensory and communal experiences because screens are increasingly the thing people ‘run’ from.

In reality, everyone, of all generations, is trying to find grounding in an increasingly fast and relentless digital culture. The biggest shift, proof of this sentiment, is the increasing attention to self-care and wellness rather than ‘pure’ luxury.  And it seems like little treats are becoming more ‘mindful’ in the process, with people prioritising slightly more long-lasting ‘Little Luxuries’ that will leave a sense of building towards something (even if small) rather than a little pick-me-up that won’t last much longer than 5 minutes of dopamine. 

Little Luxuries are becoming more and more ‘talked’ about – and there is an inherent sense of “hacking” the system here; these are not only purchasable items but also ritualised everyday processes that people are actively choosing to have the feeling that they are investing in something that is more long-lasting and beneficial, rather than instantly satisfactory but empty. It seems like rituals are the new entry point for brands. 

The shifting sands point to the move from reactive dopamine hits to proactive ritual architecture, where brands are noticing people want more depth, not just products but experiences that become meaningful to their lives, as with Miumiu’s book club, highlighting people’s urge to go offline, this example amongst many other recent ones (e.g. Dua Lipa’s book club) are reigniting the desire for books. The most interesting little luxuries right now are experience-based: time offline reading a book, a cold plunge in a new and exciting community experience, like the Arc Community in London, a sauna that channels the allure and energy of a nightclub but without any of the booze, a little luxury (it costs £29 per session and certainly goes on for less time than a day-festival) but people come out of it with a regulated nervous system – sounds low effort, cozy and recharging – what could be more luxurious these days?

The proliferation of gummy vitamins, such as the Nourished personalised gummy stacks, and functional shots from brands like Plenish (e.g. their recent “Small shot, mighty ritual ad) and MOJU positions these brands and consumption moments as delicious daily treats rather than functional vitamin doses.

In the beauty category, Neuraé – the cosmetics brand that is the youngest sibling brand of Sisley – has tapped into some of the quintessential little luxury items, fragrances. But with a twist that further anchors a ritual and a moment for customers, their ‘neuro’ natural fragrances, in a small roll-on format cleverly frames a little luxury not only as a fragrance, but the emotional state the wearer wishes to move into, fragrance therefore becomes an ‘emotional tool’ and ritual – enhancing a sense of well-being (the SOS products come as an energising blend, an uplifting, or a relaxing one). 

Li’l gadgets and emotional boosters can certainly make life a bit more fun and light-hearted and serve as an encouraging nudge toward a routine change or a new ritual in everyday life. 

3 Key Takeaways for Brands:

  • With the convergence of luxury and wellbeing and people seeking more mindful everyday rituals, brands can expect the little luxuries trend to be one to stay, as people actively redefine what a good life looks like.

  • Small formats don’t have to mean sparse or less than other, more monetarily sizeable brand offerings – little luxuries should showcase that smallness requires more thought, not less, and where craft and/or function speak louder than size.

  • With little luxuries extending into experiences, the brands that win are showing up in the right spaces and on the right shelves and will be the ones people remember.  

Gabi Orsi, Project Director

Little Luxuries that Last: From little treats to little rituals