We have all been there - commuting home after a long day at work and feeling the weight of the world on your shoulders, before stifling the urge to buy something to lift your spirits.
But in the current economic climate, many cannot afford to break the bank with a new jumper or computer game so instead turn to something small and less expensive for the desired pick-me-up.
This is all a part of a phenomenon known as 'little treat culture', a trend driven by Gen Zers, which is starting to become a part of everyday for youngsters in Britain.
Since Britain was plunged into the cost-of-living crisis, retailers have seen soaring demand for 'feel-good' items.
These 'little treats' can range from an iced coffee to scented candles, with almost one in five Brits (18 per cent) splurging on these products up to three times a week.
Youngsters have been showing off their little pick-me-ups on TikTok as many indulge in pampering products, artisan chocolates and specialty teas.
Growing demand for these simple, yet sometimes pricey, pleasures has led brands to alter business strategies and offer travel-sized or limited edition alternatives.
One business seeing the benefit of 'little treat culture' is The Little Dessert Shop, a London-based firm that specialises in artisanal waffles, pancakes and other handcrafted baked goods.
'little treat culture', a trend driven by Gen Zers, has led to a soaring demand for 'feel-good' items across Britain
These 'little treats' can range from an iced coffee to scented candles and the growing demand for them has led brands to alter business strategies
Almost one in five Brits (18 per cent) spend money on these products up to three times a week
The brand's head of marketing, Josh Allen, said the trend had been a 'major driver' for them, with 'bite-sized' product sales grow by over 20 per cent year-on-year.
Other best-sellers include their signature American brownies at £6.95 and strawberry and chocolate pots which cost £3.50.
'Our new menu has been refined to focus on these smaller, trending treats, perfectly aligning with the growing demand for instant indulgence and little treat culture,' Mr Allen told MailOnline.
The origins of 'little treat culture' can be traced back to the 'lipstick effect' theory - a phrase coined back in the economic downturn of the 1990s when consumers shifted from larger, more expensive purchases to affordable indulgences.
It has now turned into a full-fledged trend in its own right, with 'little treat culture' and 'small treat culture' racking up 11.8 million and 9.8 million posts respectively on TikTok.
Youngsters have been filming themselves enjoying a sweet bakery treat or new make-up product, with some influencers claiming their 'toxic trait' was their need for a 'little treat every time they leave the house'.
The phrase was initially popularised by American influencers, but the finding of joy in small purchases has become increasingly common across the pond.
A study from fashion retailer Next revealed that on average Brits' treat themselves at least once a week, while one in five (18 per cent) treat themselves up to three times a week, spending £5 on average.
Youngsters have been showing off their little pick-me-ups on TikTok as many indulge in pampering products, artisan chocolates and specialty teas
The phrase was initially popularised by American influencers, but the finding of joy in small purchases has become increasingly common across the pond
Youngsters have been filming themselves enjoying a sweet bakery treat or new make-up product, with some influencers claiming their 'toxic trait' was their need for a 'little treat every time they leave the house
Charlotte Broadbent, UK general manager at global wholesale retail platform Faire, said: Independent retailers are seeing a big surge in demand for small, feel-good items, often placed near checkouts.
'Consumers are finding joy in these smaller purchases, and retailers are leaning into this trend by curating collections of enticing, affordable and accessible products that offer a quick hit of happiness without breaking the bank.'
Luxury candles, pampering products and mindfulness journals, artisan chocolates and specialty teas are some of the most popular products Gen Zs are splurging on.
Researchers found the most common 'treat trigger' factors were listed as to 'cheer ourselves up', 'just because' and to celebrate achieving a goal.
Richard Chapple, chief executive of premium ready-to-drink cocktail brand NIO Cocktails, said: 'The realisation of not being able to achieve bigger financial goals, such as owning a house, could negatively impact a person's drive in life.
'Therefore, by instilling smaller goals into our daily lives, it means that aiming for shorter term rewards will help to motivate and improve wellbeing.'
A study from fashion retailer Next revealed that on average Brits' treat themselves at least once a week
Brands are jumping on the 'getting a little treat bandwagon' and have altered their marketing and social content to relate to young people's need for little purchases
Researchers found the most common 'treat trigger' factors were listed as to 'cheer ourselves up', 'just because' and to celebrate achieving a goal
Luxury candles, pampering products and mindfulness journals, artisan chocolates and specialty teas are some of the most popular products Gen Zs are splurging on
Brands are jumping on the 'getting a little treat bandwagon' and have altered their marketing and social content to relate to young people's need for little purchases.
'Gen Z prefer seeing people and things that reflect their own experiences, rather than a polished, perfect advert,' said Karan Gupta, chief executive and co-founder of Odore.
'We've seen a noticeable shift away from branded material towards more authentic user generated content that consumers find more relatable.
'Hopping on the bandwagon of viral pop culture sayings like 'getting a little treat' is not only an affordable way for brands to get at the forefront of target younger markets, but also increases engagement with them.'
