Some Americans turn to small luxuries for a brief lift amid economic uncertainty, a habit dubbed “treatonomics.” A 2026 Bank of America report found 92% of Gen Z regularly treat themselves; more than half of treaters reported sometimes spending beyond plan.
Social-media users coined the term for purchases such as $9 lattes, fancy candles and high-end lip gloss. Bank of America reported regular treats among 45% of millennials, 38% of Gen X and 32% of baby boomers. A July Pew Research Center report found 24% rated current economic conditions excellent or good, 41% fair and 35% poor; Gallup found 55% said their finances were getting worse, citing inflation and high prices.
Financial mentor Ruchi Pinniger said small purchases can briefly create a sense of prosperity when larger goals feel out of reach, but the relief is temporary. The article recommends setting a spending limit or including a fixed “treat” amount in a monthly budget so indulgences do not compete with other obligations.
