How we treat ourselves in 2024

In today’s hectic world, treating yourself is an important way to mark life’s small milestones. Whether it’s indulging in a sweet treat, enjoying a meal out, or simply having some "me time," these little moments can add something truly special to everyday life. 

We recently surveyed 2,000 people across the UK, and found that this year, people are not only choosing to treat themselves more often, but are also feeling less guilty about doing so. With many embracing smaller, more affordable ways to treat themselves.

Our research shows that treating yourself has become a routine habit for many. 54% of UK adults now treat themselves at least once a week, with 26% indulging weekly and 20% treating themselves a few times a week. 

Many (31%) choose to treat themselves after a particularly difficult day, while others are more spontaneous, treating themselves whenever the mood strikes. 1 in 5 (20%) also look to treats after completing a task or reaching a specific milestone such as getting a promotion or passing an exam.

Despite this, 64% of respondents still feel they don’t treat themselves as often as they’d like.

When it comes to treating ourselves, our research finds that we’re leaning more towards little pleasures enjoyed frequently. In fact, 66% of us prioritise smaller, regular indulgences over larger, occasional splurges. Whether it’s grabbing a coffee on the go or treating ourselves to something sweet, these simple acts bring variety to our everyday lives.

When it comes to the type of treats we enjoy, 46% prefer experiences over material items, like taking a short trip or attending a special event. But for others, treating themselves to physical items — whether it’s new clothes, gadgets, or beauty products—still hold their appeal, with 56% saying they enjoy these types of purchases.

So, how do we treat ourselves? Here are the top 10 ways according to our research:

Our research shows that people are feeling more comfortable treating themselves and are finding ways to indulge without overstretching their budgets. In fact, 36% of respondents said they feel less guilty about treating themselves this year compared to last. 

This shift in mindset and a closer handle on finances is also reflected in spending habits. 38% of respondents said they are spending more on themselves this year than last, and 35% say they are treating themselves more often in 2024 without overspending. As people become more mindful of their spending, they’re also finding ways to treat themselves without overstretching. 27% of respondents told us they are now more financially aware and manage their money better, which helps them enjoy indulgences guilt free. Others say they’ve discovered more affordable ways to treat themselves.

Many people are finding smart ways to treat themselves without overspending, such as reward schemes and points accrued through everyday spending on credit cards that they pay off in full. 20% of respondents said they use reward points to help fund their treats, making small indulgences more affordable. Vouchers and loyalty programs are increasingly popular, allowing people to enjoy little luxuries without stretching their budget too thin and still spending what they can afford.

While many prefer frequent treats throughout the year, our research shows that certain times of year inspire more indulgence. 36% plan to treat themselves more than usual during major sales events, such as Black Friday or Cyber Monday to take advantage of sales and let their money go further without breaking the bank.

The holiday season is another peak time for treating ourselves, with many budgeting across the year to do so. In fact, 55% of respondents said they increased their spending on treats over the Christmas period. Whether it's buying something special for a loved one or grabbing something for themselves, people are using smarter ways to make their money go further. Through discounts, vouchers, cashback and more, Christmas remains a time when people are more likely to turn to treats, both for themselves and others whilst keeping to a budget.

Content correct at time of writing 22/10/24.

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