10 cards
Treatonomics (n.) is the spending pattern where people cut back on big goals but keep buying small, affordable indulgences to feel better.
Treatonomics (n.) is giving up on the mansion and buying the candle that smells like one.
Treatonomics (n.) is a little treat every day, which is just a habit wearing a bow.
Treatonomics (n.) is failing the marshmallow test on purpose, because the second marshmallow was cancelled.
Treatonomics (n.) is a reward system for surviving Tuesday.
Treatonomics (n.) is the lipstick effect, now with a loyalty app.
In UK research, 64% bought treats as personal rewards and only 14% were driven by discounts.
Despite its Gen Z image, 45% of UK treat buyers in that study were aged 51 or older.
Leonard Lauder coined the 'lipstick effect,' treatonomics' ancestor, after noticing lipstick sales rose 11% after the September 11 attacks.
Treatonomics (n.) is retail's discovery that 'you deserve it' outsells 'half off.'