Gen Z has embraced what is calls “treat culture,” the habit of indulging in small luxuries to reward themselves, reported The New York Times. “Although many Gen Z-ers do not feel financially secure, more than half say they buy themselves a small treat at least once a week, according to a new survey of nearly 1,000 Gen Z adults from Bank of America’s Better Money Habits team,” the outlet wrote.

What sets Gen Z’s “treat yourself” culture apart from the generations before them is the online community which has been built around the tradition, “promoting it on their social feeds as a way to care for their mental health during uncertain times. On TikTok, they have shared their latest ‘little treat’ hauls after failing an exam or doing chores.”

The TikTok tag “sweet little treat meme” has reportedly resulted in more than 23 million videos. It has become a shared, normalized and celebrated experience that encourages others to indulge or at least feel included, said Jason Dorsey, a generational researcher.

However, with rising costs, a shaky job market and financial milestones like homeownership feeling out of reach for many young adults, small purchases offer Gen Z a temporary sense of control or indulgence, Dorsey said.

Often, the “little treats” are bought in the spur of the moment at stores like bakeries or clothing shops.

Earlier this month, NACS Daily reported that consumers are stressed and  coping with iced coffee purchases. Eighty seven percent of DoorDash survey respondents said they drink iced coffee even when they don’t need caffeine.