“Little treat” culture has become a big-time phenomenon: As budgets tighten, shoppers may be cutting back on major purchases, yet they’re still craving small moments of joy.
In what’s been dubbed “treat-onomics,” shoppers are making small buys that don’t incite guilt, often to offset scrimping and saving elsewhere. “It’s a form of self-care that helps them cope and reward themselves,” says Matthew Signore, Director of C-Store National Chains at Ferrero USA. “It can be a moment for yourself as you stop during a busy day, or to obtain a treat for loved ones while out and about.”
C-stores are perfectly positioned to capitalize on the trend; unlike grocery stores, where shoppers typically go in with tight lists, the spontaneity of c-stores offers permission to splurge. Here’s what you need to know to take advantage of the opportunity.
The psychology of the little luxury
Today’s consumer is facing constant budget pressures as inflation takes hold in nearly every category. That means they may be going out of their way to save, from forgoing conveniences like meal delivery to scouring sites for digital deals.
And they understandably believe they deserve something for that diligence, which makes these small escapes feel justifiable as part of their spending strategy. According to Capgemini Research Institute’s “What Matters to Today’s Consumer” 2026 report, seven in ten shoppers say small treats help them deal with financial stress and the same amount say they reward themselves precisely because they have been saving in other ways.
When they do indulge, consumers want it to feel intentional, with “worth every bite” named one of the top food and beverage trends for 2026 by Innova Market Insights.
Chocolate and candy continue to be key areas for these bright spots, with the “2026 State of Treating" report released by the National Confectioners Association (NCA) finding Americans enjoy chocolate and candy two to three times per week.
Why C-stores are the ideal treat destination
As consumers increasingly consider c-stores part of their routine, these stores are uniquely positioned to make themselves the “sweet spot” for little treats. A survey reported in Convenience Store News found that 92% of respondents said they enjoy browsing convenience stores, with 89% citing the ability to treat themselves as a top reason.
“C-stores are continuing to evolve as a go-to destination with their focus on offering better quality meal offerings and cleaner facilities that are making the shopping experience more enjoyable,” Signore says. “As schedules become increasingly busier, c-stores are an integral part of workday commutes, a pit-stop between kids’ soccer games and everything in-between, making them a natural place to add in a single-serve or other small purchase, either by itself or along with meals on the go.”
It’s an area where Ferrero has focused, he notes, as an opportunity to distribute high-quality, unique treats. While the company is known for classic c-store products like Mother’s Cookies and Tic Tacs, it has also been expanding its foodservice offerings, with crowd favorites like Butterfinger cookies and Butterfinger shakes.
Camille Saieva, Director of C-Store Regional Chains at Ferrero USA, sees that c-stores have done an admirable job of making their store more experiential, which is another reason that visits are increasing, especially as consumers continue to look for these joy respites in their day.
Merchandising the moment
Given that c-stores are already an ingrained part of many consumers’ routines, it’s easy to turn them into “treat central.” Here are three strategies:
1. Offer a mix of new and tried-and-true products.
Some shoppers will rely on old favorites, like Butterfinger and Buncha Crunch, as nostalgia continues to be a trend. However, the “State of Treating” report found that younger generations are looking for new innovations and unexpected flavors. Saieva notes the success of the Kinder brand, which in only seven years has become one of the top 20 SKUs.
2. Create multiple entry points.
Signore recommends c-stores lean into not only shelf brand positioning, but also secondary and display placements to spur impulse purchases throughout the shopping journey. “You’ll see a family come in and the children immediately gravitate toward the Kinder Eggs on display near the entrance, while a parent might be eager to redeem a coupon for cents-off gas with a specific purchase,” he says.
The key is to build those extra points of interruption and opportunity, with secondary placements, such as counter or floorstand displays, continuing to be critical to gain awareness and drive excitement, all while delivering incremental sales.
Cross-merchandising sweet treats with beverage or food service offerings also makes it easy to reach customers throughout the store. Special spotlights on seasonal or limited-edition products can help create urgency, and attention-getting displays can even be marketed as a social media moment shoppers can capture.
As loyalty programs continue to play a bigger part in c-store success, Signore recommends reaching the shopper with special offers prior to their visit.
3. Work with brands to let their marketing become your marketing.
Success for the c-store and the brand go hand in hand, Signore points out and companies like Ferrero are always prioritizing ways to drive traffic and profits.
One high-profile example is its all-encompassing World Cup “Go All In” activation, where consumers enter to win daily and weekly prizes, culminating in a chance at $1 million, by purchasing two Ferrero products and scanning the QR codes on the packaging.
The promotion featuring nearly 20 of its iconic brands, including Nutella, Ferrero Rocher, Kinder Bueno, Keebler, Tic Tac, Butterfinger, Crunch, Halo Top and Blue Bunny, to name a few, to help drive interest across categories. “With prizes like this, customers may end up getting a big treat from their little treat,” says Saieva.
As Signore says, “These ‘me-moments’ are something we all can relate to.”
To capture the affordable luxury moment with Ferrero classics, contact Ferrero today.
