The "Treat Yourself" Economy: What Shoppers Really Value

Forget the narrative about penny-pinching consumers. According to a recent Toast survey of 850 shoppers, only 19% describe their current shopping approach as "sticking to essentials only—no extras."

Instead, the majority—55%—say they're "treating myself occasionally but being more selective." Another 24% are shopping pretty much the same as always, and 2% are even splurging more than usual.

The shopper has recalibrated what deserves their dollar. They haven't stopped treating themselves, they've just gotten pickier about when and where those treats happen. The short answer: Consumers still "treat themselves," but they're more selective, prioritizing quality (especially in meat, seafood, and fresh produce), stretching dollars with promotions or private labels on commodity items, and trading quantity for premium where it matters. Retailers should consider leading with quality in high-priority categories, competing on price where private label wins, and designing merchandising and messaging that make a premium purchase feel justified.

Where the "treats" are happening: top categories for treat-yourself spending (meat, produce, snacks, prepared meals)

When asked which product categories they're willing to spend more on even as prices rise, consumers surveyed revealed where those selective treats are concentrated:

The "Worth It" Categories:

• 59% will spend more on meat and seafood

• 57% will spend more on fresh produce

• 34% will spend more on snacks and beverages

• 31% will spend more on household essentials

• 29% will spend more on organic or specialty items

• 28% will spend more on prepared meals and grab-and-go food

Only 14% said they're cutting back across the board. That means 86% of consumers surveyed are willing to spend more on at least one category despite ongoing price pressures.

The strategic shopper toolkit: how shoppers adjust across product types

The "treating myself but being selective" approach plays out in practical ways. When prices increase on regular products, shoppers respond with:

• 55% wait for sales or use coupons

• 46% switch to store or private label brands

• 39% buy smaller quantities

• 34% continue buying the same products anyway

• 22% switch to a different retailer

• Only 9% cut the item entirely

These tactics aren't mutually exclusive—many shoppers use several depending on the product category. They may trade down on paper towels to trade up on steak, or wait for a sale on snacks but pay full price for organic produce.

Quality catches up to price & where to prioritize

Perhaps the most significant shift in the data is what matters most to consumers surveyed when deciding where to shop:

• 43% prioritize quality and variety of products

• 43% prioritize price, sales, and promotions

• 11% prioritize speed and convenience

• 2% prioritize customer service

• 1% prioritize store values (sustainability, local sourcing)

Quality and price are in a dead heat. This represents a shift from the traditional assumption that price always dominates. The "treating myself occasionally" mindset suggests consumers surveyed are willing to pay more—if the quality justifies it.

Values matter, but won't save you from poor quality or high prices

Many retailers have invested heavily in sustainability messaging, local sourcing, and ethical practices. The data shows these efforts register, but rarely as the deciding factor:

• 61% say retailer values have at least a moderate influence

• 20% say it's a major influence

• But only 1% cite store values as the MOST important factor

Translation: Values are table stakes that can tip the scales between otherwise equal options, but they won't overcome poor quality, high prices, or inconvenience. You can't "sustainability" your way out of mediocre produce or inflated prices.

The optimistic outlook, consumers adapting

Despite the "selective treating" mindset, consumers aren't bracing for a spending collapse. When asked about expectations for the next six months:

• 47% expect spending to increase (16% significantly, 31% slightly)

• 47% expect it to stay the same

• Only 6% expect to decrease spending

This near-even split between "increase" and "stay the same", with very few expecting major cuts, contradicts doom-and-gloom predictions about consumer cutbacks.

Consumers seem to have adapted to higher prices. They've recalibrated their spending. And now they're settling into a new equilibrium where treats still happen—just more thoughtfully.

What retailers need to know & how to capture "treat yourself" spending

The "treating myself occasionally but being more selective" shopper represents both a challenge and an opportunity.

The challenge is that you can't rely on habitual purchasing anymore. Every item in the basket is being evaluated: Is this worth it today?

The opportunity is that when you win that evaluation, when your product passes the "worth it" test, you often command premium pricing and genuine loyalty.

The strategy:

• Lead with quality in the high-priority categories, meat, seafood, and produce. These are where consumers have decided they're willing to spend more.

• Compete aggressively on price in commodity categories where private label and promotions dominate decisions.

• Make "treating yourself" feel justified. Merchandising, messaging, and product curation should reinforce that the premium is worth it.

Today's shopper is asking a critical question with every transaction: "Is this worth the price?" Retailers who can confidently justify the value will secure the sale, earn loyalty, and keep customers coming back.

Toast conducted a blind survey of 850 U.S. adults ages 18+ on this topic on December 5, 2025. Respondents were not made aware that Toast was fielding the study. Using a standard margin of error calculation, at a confidence interval of 95%, the margin of error on average is +/- 3-5%.