Small Luxuries, Big Feelings: How Americans Are Coping Through Affordable Indulgence
Economic uncertainty hasn’t stopped Americans from indulging — it has simply changed how they indulge. Our national study of 1,000 U.S. adults reveals a powerful cultural shift: people are embracing small luxuries as accessible sources of joy, stability, and emotional comfort.
From $8 skincare minis to collectible toys and trendy drinkware, these everyday treats offer a psychological lift during a time when larger purchases feel out of reach.
The Emotional Economy: Why Small Luxuries Matter Now
Americans are using small luxuries to regulate emotions, reward themselves, and feel grounded.
- 46% buy small luxuries to treat themselves
- 13% buy to lift their mood
- 62% say these items help maintain a sense of normalcy
- More than half report feeling happy or excited after purchasing one
This is not a gendered trend, this is the Treat-Yourself Economy, where consumers of all ages use small, affordable indulgences to create joy and emotional stability in their daily lives.
Small luxuries aren’t frivolous. They’re emotional tools.
Generational Differences: Who Buys What — And Why
Gen Z: Trend-Driven Self-Expression
- 69% purchased a small luxury recently
- Strong influence from TikTok, Instagram, YouTube
- Purchases double as identity, aesthetics, and community
Millennials: Highest Frequency Buyers
- 33% buy small luxuries multiple times a month
- Use indulgence to offset stress and burnout
Gen X: Emotional Anchors
- 40% say small luxuries help maintain normalcy
- Purchase items that provide comfort and balance
Across younger generations, 50% purchase small luxuries frequently.
From Scroll to Cart: Social Media’s Power Over Small Luxury Purchases
Social platforms are shaping what Americans buy — and how often.
- 40%+ purchased a small luxury after seeing it on social media
- TikTok leads with 20%, followed by Instagram (17%) and YouTube (17%)
- 62% have posted their small luxury purchases online, amplifying the trend
“Treat yourself” has become a social ritual — not a private one.
What Counts as a Small Luxury?
Consumers are expanding the definition of indulgence.
1. Collectibles (33%)
Jellycat, Sonny Angel, Labubu figurines, kawaii objects, art toys
Why: They spark nostalgia, identity, and joy
2. Designer Water Bottles (37%)
Owala, Stanley, Hydro Flask
Why: Functional items that signal aesthetic taste and lifestyle
3. Premium Skincare Minis & Beauty
Why: Affordable rituals that create moments of self-care
These categories prove one thing: Luxury is no longer about price — it’s about how something makes you feel.
Why Small Luxuries Matter in an Uncertain Economy
This study reveals a broader cultural shift:
- People are stressed — but still crave joy
- Small treats offer emotional balance
- Identity and self-expression matter, even on a budget
- Gen Z and Millennials lead the trend, but all ages participate
- Social media accelerates desire, discovery, and validation
Consumers aren’t giving up indulgence, they’re personalizing it.
