You might be acquainted with the
concept of "little treat" culture, even if you weren't aware of its
name, as it has gained recognition on TikTok and various online platforms. This
cultural phenomenon involves indulging in small and affordable pleasures,
either as a reward for completing a task or simply for personal enjoyment.
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| Celebrating small wins in everyday life can be a good thing, one therapist said |
Examples include treating yourself to an iced latte while running errands or visiting a local bakery for a pastry after making progress on a long-postponed work assignment. According to Caitlin Harrison, an associate marriage and family therapist at Kindman & Co. therapy practice in Los Angeles, "Little treat culture is the practice of acknowledging doing something difficult, uncomfortable, or boring with a reward of some kind."
Harrison, who primarily works with
female-identifying individuals in their 20s to 40s, notes the popularity of
this trend in her practice, mentioning that she, too, participates as a
30-something female. This culture involves recognizing and rewarding oneself
for overcoming challenges.
A New York Times article from 2022
suggested that the emergence of treat culture might be a response to the "ongoing helplessness and grief"
experienced during the pandemic.
Professor Tracy Llanera highlighted the reliability inherent in treat culture, stating, "Something about treat culture is that you're always regularly going to get the treat. You can depend on that, at least. There's a guarantee that this small little ritual that you have every week will at least satiate something in you."
While the term "little
treat" culture may be recent, the underlying concept is not new. Marketing
expert Kokho Jason Sit draws parallels to the "lipstick index" (later
the "nail polish index"), a theory suggesting that consumers tend to
opt for small, more affordable luxuries, such as cosmetics, during times of
economic hardship.
Treat culture also aligns with the idea of retail therapy, with a distinct focus on small and inexpensive purchases rather than indulging in a larger shopping spree, as noted by Sit in The Conversation. It serves as a means of finding comfort and satisfaction through modest, routine indulgences.
Therapists say ‘little treat’
culture has upsides
Acknowledging and celebrating small
victories holds significant benefits, particularly in a world often fixated on
major outcomes and milestones, according to U.K. psychologist and wellbeing
specialist Lee Chambers. In contrast to the tendency to overemphasize
significant achievements, focusing on small wins through treats acts as
positive reinforcement, fostering positive feedback loops for cultivating healthy
habits. This approach not only enhances motivation and emotional wellbeing in
the moment but also nurtures a sense of accomplishment.
me when i have a bad day: i think i deserve a little treat
— trash jones (@jzux) January 16, 2022
me when i have a good day: i think i deserve a little treat
Moreover, infusing one's days with
moments of simple pleasure and enjoyment has intrinsic value. Marketing expert
Kokho Jason Sit points out that the positive emotions associated with buying a
treat, such as an iced tea or a new lip balm, stem from the consumption
experience itself—taking a break from work, feeling deserving of the reward,
and engaging in an act of self-care for emotional well-being.
Clinical psychologist Zainab Delawalla from Atlanta suggests that utilizing external rewards for motivation can be useful and empowering, especially when tackling unpleasant but necessary tasks. For instance, making the act of voting more bearable by treating oneself to a latte can serve as a helpful life hack, acknowledging the importance of external rewards in motivating individuals to complete essential responsibilities.
But it has its downsides, too
While acknowledging the benefits of
celebrating small wins through treats, there are potential drawbacks, warns
psychologist Lee Chambers. An overreliance on external rewards may lead to
dependence and an excessive focus on short-term gratification. Chambers
cautions that this behavior can become normalized, diminishing its positive
effects over time.
Critics of "little treat"
culture point out its consumeristic nature, often tied to spending money.
Chambers notes the potential financial strain and disheartening feeling that
individuals may experience if they perceive themselves unable to afford these
treats.
little treat culture is getting out of hand. you don’t need an $8 coffee because you did laundry
Social media discussions reflect concerns about the culture going too far, with debates over whether buying an expensive coffee for completing mundane tasks is justified. Clinical psychologist Zainab Delawalla emphasizes the importance of maintaining internal motivation for day-to-day tasks, connecting them to personal values rather than relying solely on external rewards.
Gender bias may also play a role in
the criticism of "little treat" culture, according to therapist
Caitlin Harrison. She suggests that societal attitudes often scrutinize women's
interests and spending habits more harshly than men's.
The key, according to Chambers and
Harrison, is to approach "little treat" culture mindfully and in
moderation. Chambers advises thoughtful consideration of one's personal reward
system, and Harrison encourages individuals to assess whether their treats
positively contribute to their lives or negatively impact work, home life, or
mental well-being.
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