From fancy lattes, to concert tickets, to the labubu trend that’s sweeping the globe — “little luxuries” have become an important part of our lives and our social media feeds, and it’s a trend you need to be paying attention to!

In the wake of economic uncertainty, consumers are finding ways to inject luxury and beauty into the everyday. They’re reinforcing the idea that “the good life” shouldn’t be something you spend your life working towards - but rather something that can be experienced along the way.

The term "treatonomics" is often used to describe this phenomenon, which has occurred throughout history in times of economic stress. Essentially, people tend to buy themselves little treats as a morale boost when economic times are tough. This recession-resistant trend means that small pick-me-ups, from makeup to smoothies, tend to sell just as well or even better during economic slowdowns. In fact, the “lipstick effect” (the theory that lipstick sales tend to increase during economic downturns) has been around since the Great Depression in the 1930s.

Right now, people feel uncertain about the economy and their own financial futures - especially young and emerging adults. Many are stressed and don’t see a clear path towards traditional goals like homeownership. The result? An uptick in spending on feel-good items with a relatively low barrier to entry.

What Does This Mean for Your Business?

For businesses, the rise of little luxuries presents a unique opportunity. If your core offerings are big-ticket or aspirational purchases, this might be the perfect time to introduce smaller, more accessible branded items. Just as Louis Vuitton has diversified with $160 lipsticks, you can offer attainable touchpoints that let consumers connect with your brand without the full price tag. Think of it as an entry point: while a customer may not be ready to commit to the handmade furniture, a logoed throw blanket or a stylish branded cheeseboard can still create a sense of belonging and luxury.

On the other hand, if your business already sells everyday items, consider how you can elevate your customer experience. Starbucks is a prime example: they don’t just sell coffee, they sell the experience of a handcrafted beverage in a cozy café. By framing a common product in a more luxurious way, they’ve turned a daily ritual into an affordable indulgence — one that customers are happy to pay a premium for.

Promotional products can play a powerful role here, no matter your industry. By introducing thoughtful, well-designed branded items, you give consumers an attainable way to participate in your brand story. These products act as small luxuries in themselves, boosting reach, reinforcing your reputation, and creating positive emotional connections with your audience. In uncertain times, that sense of belonging and delight is something people are actively seeking — and businesses that deliver it will stand out!

Ready to tap into the little luxuries trend? Explore our collection of customizable products — spanning apparel, homewares, bags, keychains, outdoor items, and more. With hundreds of options to choose from, you’ll find the perfect branded ‘treat’ to delight your customers and keep your business top of mind.