Embrace ‘treat culture’ to connect with Gen Z customers

By Laurie Frees

Young people are redefining what it means to splurge. Experts say “treat culture” has become a meaningful part of how Gen Z shops, with many seeking accessible, unexpected and unique little pieces of joy in everyday purchases. As a result, brands have an opportunity to connect through affordable indulgences, thoughtful surprises and products that make daily life a little more enjoyable. By focusing on small moments of delight rather than grand gestures, organizations can build stronger connections with Gen Z customers. 

Surprise them with an unexpected extra 

Sometimes the best treats are the ones people don’t see coming. Add a small surprise to an order, welcome packet or event experience. The item doesn’t need to be expensive to make an impact. For example, branded stickers can provide an instant moment of delight while giving customers something fun to collect, display or share. 

Create anticipation by handing out custom plastic tokens that customers can redeem for a complimentary beverage, snack, or another product or service. The token becomes part of the experience, encouraging recipients to return and claim their reward. Small gestures like these align perfectly with treat culture by turning a routine interaction into a memorable moment.

Reward engagement with something playful 

Treat culture thrives on unexpected moments of joy. Instead of reserving rewards for big purchases, look for opportunities to make people smile during everyday interactions. For example, customers who complete a survey, download a resource or register for a program could receive a mystery treat as a thank-you. 

Consider giving push-pop balls, as research shows these fun fidgets are among Gen Z’s favorite promotional items. Slip one into an online order, offer to customers who visit a trade show booth or send as part of a welcome package for new subscribers.

Turn everyday essentials into little luxuries 

Small upgrades can feel surprisingly special for customers, especially when they arrive at just the right moment. Consider personal care items that customers use regularly but rarely think much about. When those essentials are positioned as a bonus, they can feel more like a treat than a necessity.  

Invite event attendees to stop by your booth and answer a quick trivia question, complete a short survey or share feedback about a recent experience. Or encourage store visitors to sign up for a loyalty program, follow your brand on social media or scan a QR code to unlock a small reward. Give participants lip balms or hand sanitizers as a thank-you.

Create collectible moments 

Part of the appeal of treat culture is the excitement of discovering something new. Brands can tap into that mindset by creating experiences customers want to come back for. Instead of offering the same reward every time, introduce limited-edition items that change throughout the year. 

Create a series of pint glasses featuring different designs, local landmarks or seasonal artwork that customers can earn by attending events or making repeat visits. Release dress socks in rotating colors or patterns and encourage customers to collect them throughout a campaign. The goal isn’t to give customers more stuff—it’s to give them something to look forward to.

Celebrate small wins 

Treat culture is rooted in the belief that everyday accomplishments deserve recognition. Find ways to acknowledge small achievements, like finishing a fitness challenge, completing a workshop, reaching a loyalty milestone or simply making it through a hectic week. 

Build these celebrations directly into events and experiences. For example, participants who complete all the stops in a festival passport or finish a series of educational sessions earn a commemorative glow-in-the-dark stress ball or plush character. The reward may be small, but the sprinkle of fun helps create the kind of positive experience that’s likely to stick in the minds of Gen Z customers.

Small gestures can make strong connections 

Treat culture proves that meaningful customer connections don’t require a big budget or extensive planning. By creating small moments of surprise, delight and recognition, your brand can build stronger relationships with Gen Z—one treat at a time!

Laurie Frees

Laurie Frees is a merchandising category manager at 4imprint who specializes in apparel. With over 25 years of experience in merchandising and product development—plus four years in the promotional products industry—she brings deep expertise in fabric construction and logo application. Laurie manages the product assortment across all apparel categories, including T-shirts, polos, outerwear, dress shirts, sweatshirts and more. Her role includes tracking trends, building supplier partnerships and analyzing data to guide decisions. With a strong focus on products made from sustainable materials, Laurie helps drive innovation in core apparel offerings that customers rely on to showcase their brands.

All marks are the property of 4imprint or their respective owners.

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