The Big Benefits of Little Luxuries
She is not the only one.
Since sharing the seven-second clip in August, Halverson's soundbite has gone viral, being used by over 4,000 content creators and played almost 5.5 million times. It features creative director Dria Murphy sipping a martini and baker Rosie Brown cutting into a rich slice of cake. Popular skincare brand Glow Recipe used it to promote their advent calendar, while jewelry brand Mejuri paired it with stacking rings. The sound has also been adopted by See’s Candies, Insomnia Cookies, a Botox clinic in Salt Lake City, a tea salon in India, and a girl purchasing Hello Kitty stickers in Los Angeles (totally relatable).
It seems that everywhere, people are craving "a little treat," and science explains why. In a 2021 study for the Cleveland Clinic, Dr. Scott Bea found that shopping can have psychological and therapeutic benefits — when done in moderation. One of those benefits is a quick surge of dopamine, also known as "the pleasure chemical," which stimulates our brains. (So yes, "retail therapy" can help lift us out of a slump. But no, those $2,200 Khaite boots don’t qualify as a mental health fix — sorry.)
"Treats are essential for helping us feel revitalized and cared for," says Gretchen Rubin, bestselling author of The Happiness Project, who explores the positive side of human nature. "With so many people feeling exhausted and uncertain, indulging in small treats can help counteract the underlying feelings of anxiety or worry."
“I’m a big introvert,” says Halverson, the creator of the “little treat” trend, who now lives in New York's Hudson Valley. “For me, sometimes the only motivation to leave my house or be out in public is knowing I’ll get a little treat!” Her current favorite is a warm thermos of apple cider from a local farm. “Everything feels awful right now,” she admits. “The little treat just makes your day a bit better.”
A 2014 University of Michigan study suggests that picking out our own little treats also gives us a greater sense of control. The research found that “making purchase decisions reduces residual sadness.” In other words, when we have the freedom to indulge and treat ourselves to something we desire, it can boost our sense of security and lead to a better mood overall.
"That’s absolutely true," says Leigh Poulos, an artist and educator from Queens, New York. To celebrate earning her Actor’s Equity card, a significant milestone in her theater career, she treated herself to several pairs of lace and neon wool socks, priced between $18 and $28 per pair. "I never used to enjoy spending money on socks," she admits, as they didn’t feel special enough to justify the cost. "But then I’d end up with cheap ones full of holes, which frustrated me. So I splurged on higher-quality socks, and now both me and my feet are much happier."
Music video director Jesse Jagtiani says that social media’s fixation on “little treats” has inspired her to upgrade her snack routine. “We work so hard all the time,” says the Berlin native, who also runs a nonprofit for aspiring teen writers. “I feel like our small breaks during the day should be enjoyable.” On particularly exhausting days, she treats herself by swapping regular tap water for a can of Spindrift Mint Green Tea ($8.29 for 8) or Waterloo Ginger Citrus Sparkling Water ($4.99 for 8). “Oh, and have you tried the chocolate-covered cherries from Imperfect Foods? They're pure instant joy.”
For marketing consultant Chace Conroy, her "little treat" often comes in the form of an impulse purchase at Sephora. "I’m obsessed with lip gloss," she says, naming her top three brands: Summer Fridays Butter Balm ($24), Rhode Peptide Lip Tint ($16), and Kosas Wet Lip Oil Plumping Treatment Gloss ($22). As the holidays near, her "little" treat has grown bigger: "The jumbo shampoo from Olaplex makes me feel incredible... I exist," she jokes, "because of little treats."
Treating myself can also boost confidence, at least based on my own raw emotions. Knowing that I can buy my own little pieces of joy—like rainbow star stickers from Mrs. Grossmans ($2.20), a Sunday afternoon workout at New York Pilates ($48), or a tahini coffee shake from Edith’s at Nordstrom ($8)—makes me feel proud of the life I’m building. In other words, it’s always cool to realize that the things I once begged my mom to buy for me (like Stila eyeliner, $24, or Sharpies in every color, $27) are now things I can afford on my own.