TikTok report: Gen Z “little treat” spending era ending by 2026

The TikTok Next 2026 report indicates that the era of impulsive “little treat” spending among Gen Z consumers in the United States and China is coming to an end. This trend, which emerged in mid-2023, involved consumers purchasing small, affordable luxuries—such as expensive lattes, skincare, or snacks—as a way to reward themselves amidst economic challenges like high housing costs.

Data from SurveyMonkey’s Treatonomics 2026 survey shows that while 62% of Americans engaged in this behavior monthly, there is a shift toward more intentional spending. Previously, Bank of America reported that 57% of Gen Z consumers purchased these treats weekly, with many facing overspending issues. As the trend fades, consumers are increasingly demanding more value and justification from brands before committing to purchases.