Independent Research: Treatonomics
Key Takeaways
Emotion Over Price: Consumers buy small treats as a personal reward rather than reacting to discounts. Emotional connection and validation drive the final sale.
Affordable Luxury: 80 percent of buyers keep their treat spending under £30 to ensure the purchase feels completely guilt-free.
An Older Audience: Despite common assumptions, 45 percent of treat buyers are over 50 years old. Brands must avoid targeting only young demographics.
The treat yourself economy (“Treatonomics”) refers to consumers buying small luxuries like coffee, skincare, or candles to boost morale during uncertain economic times. We surveyed 1,000 UK consumers to uncover what really drives this trend, often called "Treatonomics". This guide breaks down our independent research and provides clear strategies for brands wanting to capture this growing market.
The Data Behind the Treat Economy
The common assumption is that treat purchases are impulse buys driven by discounts and aimed at a young audience. Our data tells a completely different story.
Why People Buy Treats: 64 percent of consumers buy treats as a personal reward. Only 14 percent are driven by discounts, and just 6 percent buy out of boredom. The market is led by emotion, not price.
How Much People Spend: Treats are designed to feel guilt-free. 58 percent of people spend less than £10 on a pick-me-up. Another 22 percent stay in the £10 to £29 range. Once the price crosses £30, it feels like a serious purchase rather than a treat.
What Visuals Work Best: The strongest visual hook is human context. 25 percent of buyers say seeing a real person using the product makes it feel more like a treat. Clean product shots on a white background perform very poorly. Your creative must show the experience.
What Ad Copy Works Best: When asked to rank the most convincing text, consumers chose "Treat yourself" first. This easily beats urgency tactics like "Limited time only" or functional promises like "Next-day delivery".
Where People Buy: Paid social is the biggest driver for spontaneous treats, convincing 40 percent of buyers. This is followed by television and VOD advertising at 20 percent, search at 16 percent, and out-of-home advertising at 11 percent.
Who is Buying: This is not a youth trend. The largest group of treat buyers is aged 51 and over, making up 45 percent of respondents. Those aged 30 to 50 represent 35 percent, while 18 to 29 year olds make up just 20 percent.
One Day Independent Research: Treatonomics
How to Build Your Strategy
Advertising in the treat economy relies on feelings. You cannot use a traditional performance marketing approach based on hard sales and pressure. Treats are justified emotionally and priced psychologically. To turn this behaviour into a competitive advantage, especially in retail advertising environments, you must adjust your approach.
Lead with Emotion
Frame your product as an earned moment or an everyday win. Because 64 percent buy as a positive reward, you must use permission-based messaging. Use urgency and limited-time offers sparingly.
Keep Prices Accessible
Position your products as small luxuries at accessible price points. Focus on frequency and repeatability over high-ticket indulgence. You must make the spending feel very easy to justify by keeping it firmly in the guilt-free zone under £30.
Show the Human Experience
Treats are about feeling, not product specifications. Build your visuals around enjoyment, pause, and personal reward. Relatable human scenarios elevate ordinary products into indulgent ones.
Target Mature Audiences on Social Media
Social media drives the most treat purchases, but older consumers have the most purchasing power. You must use social-first formats with a smooth buying process while ensuring your message speaks to a mature audience. Do not focus entirely on youth culture and alienate your core buyers.
"The treat economy proves that consumers are not simply looking for the cheapest option; they are actively seeking an emotional reward. Brands that position their products as an accessible, guilt-free moment of joy will consistently outperform those relying purely on aggressive discount tactics." Klaudia Szelugowska, Business Director, One Day Agency
Why Work with an Integrated Agency like One Day
People are not buying because they are pressured or because an item is cheap. They are buying because it feels deserved. Changing your strategy from hard-sell performance to habit building requires deep audience understanding. When you contact our expert team, we use data-driven insights to position your brand perfectly. We ensure your messaging makes indulgence feel normal, earning you a permanent place in your customer's weekly routine.
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