What’s happening:

Today’s consumer is finding a balance between little, everyday luxuries and practical value. From casual dining to little self-care splurges, people are leaning on treats to boost moods and create a sense of stability. At the same time, though, people are becoming more strategic about how they spend, with many turning to value-focused retailers and restaurants to stretch their budgets without sacrificing enjoyment. This mix of indulgence and practicality reflects a consumer who wants both comfort and control, leaning on “treats” to brighten daily life while keeping a close eye on value.

What we found:

  • 89% of respondents have purchased what they consider to be a “treat”, or small indulgence, in the past 3 months. These are most commonly:
    • Foods/beverages that feel like a “special” buy (58%)
    • Dining out at casual or sit-down restaurants (45%)
    • And clothing, shoes, or accessories (40%)
  • About half (51%) note that they are making these types of purchases more often now compared to a year ago. 
  • As a way to make these purchases more affordable, shopping at discount/value retailers (46%) is the most common approach. 
  • Most respondents are leaning more into value-focused retailers and restaurants: 68% report that they go to these types of places the same amount or more often now than a few years ago. 
  • The comeback of value is showing up in perception as well as behavior. Most value retailers, such as discount clothing and home goods stores (44%) and dollar value chains (47%), are seeing more consumers report a positive change in view than a negative one.

Why it matters:

These trends highlight a consumer who is intentional with spending yet unwilling to give up joy. Small treats remain important as a source of joy and creating comfort, but they are paired with smart choices that emphasize affordability and value. People are not choosing between indulgence and practicality; they are expectations consumers hold at the same time. For brands, the message is clear: consumers are rewarding the companies that make everyday comfort feel attainable, offering moments of enjoyment that fit within a budget and feel worth the spend.

(N=956, MoE ±3.17%, 95% CI,

Data Collected: September 5-8 2025)

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