Move over, avocado toast. Gen Z’s version of a “treat yourself” lifestyle looks a little different. From daily iced coffees to skincare routines that cost more than dinner, this generation has daily comforts that make life feel balanced, fun, and a bit extra. Here’s what they’re happily splurging on.
9. Subscription Stacking
Remember when one or two streaming services were enough? For Gen Z, that’s ancient history. They have fully embraced “subscription stacking,” paying for an average of nearly seven different services per month. In a world where going out can be expensive and draining, having a universe of entertainment at home is a non-negotiable comfort for this generation.
8. Premium Athleisure
For Gen Z, the line between workout clothes and everyday wear is blurred. Gen Z is the primary demographic driving the growth in the athleisure market, opting for high-quality, comfortable, and stylish pieces. For a generation that prioritizes comfort and authenticity, spending more on a premium hoodie or a pair of leggings that last for years is a logical investment.
7. The “Little Treat”
The “little treat” has become a cornerstone of Gen Z’s financial philosophy. Whether it’s a $5 fancy cookie, a cute keychain, or a trendy beverage, these small, frequent purchases are a form of self-care. A recent Bank of America report found that 57% of Gen Z buys themselves a small treat at least once a week, using it as a reward for getting through a tough day or as a celebration of a small win.
6. Skincare and Beauty
For Gen Z, skincare and beauty are about wellness, self-expression, and ritual. According to a Cosmetics Business article in April 2025, this generation spends a record-breaking $374 per year on beauty products, viewing their multi-step routines as a non-negotiable form of self-care. For Gen Zs, the routine of applying serums, masks, and moisturizers offer a sense of control and calm in today’s fast-paced world.
5. Concerts and Live Events
In an increasingly digital world, Gen Z is putting a premium on real-life experiences, and nothing beats the thrill of a live concert. For many, the high price of tickets is a worthy investment for the emotional payoff. The trend of “concert tourism,” where fans travel to different cities or even countries for a show, also highlights the value placed on these events.
4. Pampered Pets
For Gen Z, pets are family. This generation is spoiling their “fur babies,” buying them everything from premium organic food and elaborate toys to pet insurance and stylish accessories. This lavish spending reflects a broader societal shift where younger generations are delaying or forgoing having children, and instead pouring their nurturing instincts into their pets.
3. Specialty Coffee
For Gen Z, a morning coffee is a moment of affordable luxury and a status symbol. They’re moving away from plain black coffee and embracing customized beverages, from oat milk lattes with lavender syrup to cold brews with salted caramel foam. This trend is fueling the growth of specialty coffee shops and has created a culture where the coffee you drink is an extension of your personal brand.
2. Food Delivery Apps
In the age of instant gratification, the convenience of food delivery apps has become a non-negotiable for Gen Z. For this generation, it’s all about time management, stress reduction, and optionality. After a long day of work or school, the ability to have a hot meal delivered with a few taps on a screen can be a form of self-care.
1. Mental Health and Therapy
The most impactful “splurge” for Gen Z is mental health care. This generation is actively dismantling the stigma around therapy, viewing it as an essential part of a healthy life. They also openly discuss mental health on social media and advocate for accessible care. This isn’t a splurge in the traditional sense, but a fundamental necessity for Gen Z. They see spending money on a therapist as logical as spending money on a doctor.