Buying a house? Errrr, maybe someday. Booking a $300 concert ticket? Absolutely.

Welcome to treatonomics, where consumers are putting major purchases and life milestones on hold while continuing to spend on experiences, indulgences, and little luxuries that make life feel good right now.

It’s a fascinating contradiction in today’s economy, and one that brands should be paying close attention to.

What Is Treatonomics, and Why Now?

Treatonomics describes a consumer behavior in which people prioritize smaller indulgences and meaningful experiences during periods of economic stress and uncertainty, while larger financial goals, like buying a house or saving for retirement, feel increasingly out of reach.

The concept isn’t entirely new. It builds on the “lipstick effect,” the tendency to indulge in small luxuries during economic downturns. But today’s version goes well beyond cosmetics. Think $10 matchas, luxury fragrances, elaborate skincare routines, designer sunglasses, collectible accessories, and even concert tickets that cost hundreds of dollars.

The numbers make the contradiction plain. Bank of America’s 2026 Better Money Habits® Survey found that 42% of Gen Z adults are living paycheck to paycheck, yet 92% treat themselves regularly, and more than half do so at least once a week. The bank’s own researchers have a name for it: the “little treat economy.”

Beneath this behavior is a desire for control, comfort, and a quick emotional reset. Brands that understand this psychological shift know how to adapt their positioning to meet consumers where they are.

How Brands Are Making the Cut

1. They’re Positioning Everyday Products as Rituals

Consider Sol de Janeiro, whose vibrant packaging, signature fragrance notes, and playful product naming transform basic body care into a high-touch daily ritual.

Or Rhode, which turned an everyday lip treatment into a functional fashion accessory with its viral Lip Case, a phone case designed specifically to hold the brand’s products. After selling out within hours of launch and building waitlists for every restock, Rhode showed how clever branding and design can transform a basic beauty routine into a coveted experience.

Neither brand relies on functional benefit claims alone. Their positioning creates an end-to-end experience around the purchase, from the anticipation of ordering to the tactile enjoyment of using and sharing it.

Strategy Takeaway: Look beyond basic utility. Consider how packaging, typography, product photography, brand voice, and the unboxing experience can make a purchase feel like an occasion. Every touchpoint should reinforce what sets your brand apart.

2. They’re Selling Experiences to Look Forward To

Treatonomics isn’t limited to products you can hold in your hand. Concerts, festivals, boutique dining, and curated outings still command significant spending because they offer three things: anticipation, social connection, and lasting memories.

That doesn’t mean experiences are replacing products. Bank of America found that most Gen Z adults still spend more on goods than on experiences. The opportunity is to bring some of that same excitement and emotional value into the customer experience, regardless of what you’re selling.

Strategy Takeaway: You don’t need to sponsor a massive music festival to apply this insight. Think about how your business can give customers something to anticipate, participate in, or remember. Pop-ups, interactive workshops, special events, collaborations, community gatherings, and unexpected touches throughout the customer journey can turn an ordinary interaction into an experience.

3. They’re Turning Customers into Communities

A new fragrance, a hard-to-find accessory, or a perfectly photographed latte is as much about the post as the purchase, which is why the “haul,” the “find,” and the “what’s in my bag” have become their own genres of content. For many consumers, part of the reward of a treat is showing it off and hearing from people who get it.

That makes treat purchases uniquely social. Platforms like TikTok, Instagram, and Reddit have become the places where people discover new indulgences, swap recommendations, and connect with others who share their taste. Every share is a small endorsement, and together they build the kind of credibility advertising can’t buy on its own.

For brands, the opportunity is to participate in these conversations rather than simply advertise to the people having them. Showing up in the right communities, engaging with customers, and encouraging organic content turns individual enthusiasm into brand loyalty. (We dig into why that kind of presence deserves real investment in our guide to Making Organic Social a Top Priority for Your Brand.)

Strategy Takeaway: Invest in the social spaces where your customers share their latest finds, from TikTok and Instagram to niche Reddit communities. Join conversations, encourage user-generated content, and partner with creators who genuinely love your brand. Then use paid social to amplify the products and experiences already generating excitement.

Emotional ROI Is the Real Hero

Smart brands don’t exploit consumer anxiety or market quick emotional fixes. Instead, they understand what their audiences value and build around it, offering a respite from these stressful times.

Price always matters during economic uncertainty. But when a brand delivers genuine joy, comfort, belonging, or even just a smile, it creates something that transcends the transaction. And that is worth the price.

Get in touch with JSK to build a brand strategy that truly resonates.