‘Treat yourself’ mentality has taken off this year going from a common saying to 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.
Finding small joys in everyday life is increasingly common, as a new study has revealed that on average Brits’ treat themselves at least once a week, with almost one in five (18%) treating themselves up to three times a week.
Little and often seems to be the approach, with the average spend on treats up to £5, although one in ten Brits are likely to splurge up to £15 on each small gift to themselves. Women tend to treat themselves most and the most common ‘treat trigger’ factors were listed as to cheer ourselves up, ‘just because’ and to celebrate achieving a goal.
As we move ever closer into the festive season when treating others takes centre stage, the fashion and beauty experts at NEXT have enlisted the help of Chartered Clinical psychologist Dr. Melody Smith to understand why treating yourself is important and why rewarding yourself for small victories and achievements is actually good for our brains.
“Treating oneself is a powerful tool for emotional regulation and mental well-being, particularly when viewed through the lens of behaviourism and neurochemistry.
“From a behaviourist perspective, the act of treating yourself can serve as positive reinforcement. Behavioural theory suggests that rewarding ourselves after achieving goals or during low emotional states strengthens the association between the positive outcome (the treat) and the behaviour that preceded it. This reinforcement encourages goal-oriented behaviours and promotes resilience during difficult times. When we reward ourselves, even with small gestures, we create a feedback loop that sustains motivation and positive emotions.
“Neurochemically, treating oneself triggers the release of neurotransmitters like dopamine and serotonin. Dopamine, the “reward” neurotransmitter, is released when doing something pleasurable, reinforcing positive behaviour. Even the anticipation of a treat can release dopamine, increasing motivation and creating a sense of pleasure. Serotonin, which is linked to mood regulation, can also be enhanced by small self-care acts, contributing to an overall sense of well-being. Oxytocin, though more commonly associated with social bonding, can also play a role when self-care involves connecting with others, like sharing a coffee or going out with friends. While endorphins are usually associated with physical activity, any action that relieves stress may tap into these natural pain relievers.
“The cultural shift that we’ve seen towards self-care reflects an awareness of how these small treats can replenish our mental reserves. In line with the Stress Bucket analogy, which posits that stress builds up like water in a bucket, self-care practices act as outlets, helping to empty the bucket before it overflows. Treating oneself regularly, whether it’s to celebrate an achievement or just to brighten the day, prevents emotional burnout by offering a quick way to release pent-up stress.
“In essence, ‘little treats’ offer tangible, accessible ways to maintain mental balance, reinforcing positive behaviours and nurturing emotional well-being, overall.”
Correlating with the popularity of ‘Little Treat Culture’ is the sky rocketing interest in ‘Beauty Advent Calendars’ with UK Google searches rising by 7,967% QoQ, equating to 38k searches in the last month. Similarly, ‘Beauty Boxes’ have had 17k searches in the last month.
And for those who want a more cost-effective way of treating themselves, NEXT has launched a new beauty advent calendar for Christmas 2024, that makes up a month’s worth of ‘little treats’.
The 25 Days of Beauty Advent Calendar (£90), filled with 25 must-have beauty products respectively, works out at only £3.60 a day. And the ‘Little Treats’ aren’t so little, as the 25 Days of Beauty Advent Calendar contains 10 full size products.
The beauty advent calendar is packed with big name beauty brands including Elemis, Emma Hardie, Neals Yard, Benefit, Neom and Pixi to name a few.
And for those wanting to economise their little treat indulgences year round, NEXT also offers a range of beauty boxes including the birthday beauty box, mother and baby, radiant skin, skincare SOS and more.
