Little treat culture may have started as a social media trend among Gen Zs but is steadily capturing the imagination of anyone looking for joy in the small, free or inexpensive, and sometimes unexpected things.
The core idea behind this popular trend is simple: rewarding yourself doesn’t need to break the bank, or cost anything at all. Instead, it focuses on small actions and things – be it a takeaway coffee or a scented candle that you treat yourself to, waking early to watch the sunrise or switching your phone off when you spend time with loved ones.
The thing about little treats is that it doesn’t have to be a treat in the traditional sense of being an object or a ‘thing’. A little treat is certainly also an experience – it could even be a mere moment – but the focus is on being intentional about bringing the little things that bring you joy in your daily life.
For Luhle Landiswe Pakade, a 21-year-old teacher and student from Boksburg, the trend is about “enjoying life’s little pleasures without breaking the bank,” whether it’s with a cute gadget, something for self-care, or a small home accessory, as she recently showcased in her ‘little treat’ Temu haul on TikTok.
As a teacher, Luhle finds that having fun and practical items in the classroom make a big difference to the overall experience. “Whether it’s organising supplies, adding a bit of decoration, or making learning more engaging, these small purchases help create a better experience for both me and my students,” she explains.
From stickers to paper trays and board markers, Luhle’s enthusiasm for these small additions to her classroom is evident in her recent TikTok video. “It’s not about spending a lot; it’s about selecting things that add a little spark to your day,” she emphasises.
The psychology behind treat culture
As psychologist and relationship expert Mairéad Molloy explains in a recent Stylist article, our brains are naturally wired for reward-based behaviour. “Little treats serve as small bursts of joy, breaking up the monotony of daily routines and giving us something to look forward to,” she says. Psychotherapist and author Eloise Skinner adds that these treats can trigger dopamine release, creating an association between the treat and “feelings of accomplishment, completion or achievement.”
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Molloy emphasises that in a time when we are often very critical of ourselves, these small rewards offer moments of joy, boost motivation, and remind us that life is about more than just productivity. Skinner highlights that enjoying small rewards mindfully can strengthen self-compassion, while both agree that these little indulgences can be a positive way to appreciate the good things in our lives and celebrate our successes.
Joy in the little things
For Luhle, Temu makes it easy to find unique things that bring joy. “I first saw Temu on social media, and I was drawn to how affordable and unique their products are,” she says and explains that it’s become something of a game with her friends to see who can find the best deals or cutest items on the platform.
According to a recent News24 survey, 46% of South African respondents report saving more than half of their shopping budget by using Temu, with nearly 40% making purchases on the platform at least once a month.
Luhle emphasises that little treat culture is certainly not just about consumer products but about embracing a range of things that bring one joy. For her this includes listening to music, watching documentaries, her daily devotions and journaling, among other things. “Sometimes even just having a few moments to myself with a cup of tea feels like a little treat,” she shares.
Do more of what’s good for you
Yes, an overseas holiday, a new winter wardrobe or the latest SUV would be nice to have, but don’t underestimate what an interesting pair of earrings can do for your look, or a quirky scatter for your lounge—at less than a fraction of the cost. To say nothing of the myriad “free” things that can energise, inspire and make us happy, like meditating, deep breathing, exercising, getting enough quality sleep and prioritising time with loved ones.
In fact, “recent studies keep showing that giving yourself rewards can help improve your work and happiness”, this article reports. Interestingly too, it is not about how big the reward is but about how quickly one is able to access it. If you consider that activities like taking a brisk walk, reading a book or playing with your fur child are generally easily accessible, it’s simply another reason to embrace all facets of little treat culture.
Little treat culture is about self-care, as much as it is about individuality and self-expression. And while Gen Zs may be championing it online, everybody can benefit from embracing their version of little treat culture.
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