Gen Z & Millennials Usually Spend Hundreds A Month On 8 Comfort Items Older Generations Never Needed
Prostock-studio | Shutterstock Young people today feel completely overwhelmed by stress, even more so than their older counterparts. Unfortunately, they're turning to convenience and distraction to figure out how to survive.
That's why Gen Zers and millennials are the biggest comfort spenders. Even if they spend hundreds a month on comfort items that older generations never needed, it makes sense, because they're living in a much different reality.
Older generations never needed these comfort items Gen Z and millennials spend hundreds on each month
1. Streaming services
Drazen Zigic | Shutterstock
Many Gen Zers and even millennials have been socialized into believing that they need to have everything available in order to feel comfortable. In many ways, they do. But that's also the mentality that encourages them to overspend on subscriptions and streaming services every month.
These two generations pay for the most streaming services compared to older generations. And while their need for stimulation and entertainment play a role, the comfort of having access is key.
For young people who are finding a sense of belonging from a comfort show or watching something that everyone else seems to enjoy, not having a subscription can be more emotional than it seems.
2. Self-care
Gen Z spends more than $1K annually on self-care and wellness alone, whether that's services or self-care products like weighted blankets to manage anxiety. In a culture with comfort and ease at the forefront, they're more motivated to spend for instant gratification, while older generations focused on their hardships.
Gen Xers and boomers may appreciate self-care in moderation, but in contrast to young people today, they're not spending nearly as much time and money trying to find instant comfort.
3. Regular therapy sessions
The average person spends more than $175 out of pocket for therapy every month. For Gen Zers, who are more likely to seek out mental health resources and therapy, they're spending more for the comfort of a therapist than older generations ever would.
While this conversation is nuanced, most Gen Xers and boomers are still grappling with mental health stigma that young people are unweaving. They don't find comfort in admitting they need help or talking openly about their emotions, even if their Gen Z and millennial counterparts do.
4. Coffee and food out of the house
Gen Zers tend to spend more on micro-experiences than they do on material goods and possessions. So, even if grabbing a coffee at a coffee shop or casually going out to a restaurant on a weekday are things older generations never did without a special occasion, young people make time and money for them.
When these places create a sense of belonging and community, young people are likely to spend on them. They're disconnected and suffering from a collective loneliness epidemic with dwindling third spaces. They need somewhere to connect, even if it means stopping before work and spending money.
5. Food delivery
we.bond.creations | Shutterstock
Despite their financial struggles and stressors, many young people are still adamant about spending, or "splurging" in some cases, on the groceries and food they want. Whether that means shopping at organic stores or ordering food delivery, they're willing to spend more than older generations did on quality and convenience.
While healthy delivery options can sometimes ease the burden of stress and mental health concerns that young people may be dealing with, in most cases, it's a comfort, much like online shopping.
6. Little treats
They look different for everyone, but treat culture is still something young people are spending on more than anyone else. They order dessert at restaurants and reward themselves with an online shop after a stressful week.
It's these little spends and experiences that Gen Z and millennials live for, compared to older generations who have been socialized into a sacrifice and save mindset.
7. Candles
While it might seem quite random, especially because older generations are buying and using them, candles are a comfort purchase for young people. As research from Mintel on burnout explains, small self-care and wellness-focused purchases, like a nice candle, are helping to mediate burnout for younger generations predisposed to more stress and pressure.
It's these small investments and purchases that actually protect their mental health, bringing more comfort to their daily lives.
8. Plushies and stuffed animals
BongkarnGraphic | Shutterstock
According to Mintel's 2026 toy report, plushies and toys are actually increasing in demand for an unexpected cohort: Gen Z and millennials. Despite entering and navigating early adulthood, they're turning toward these nostalgic toys and collectibles for a sense of comfort that most older generations can't fathom.
For some, it's a remedy for daily stress and loneliness. For others, it's an escape from global turmoil and societal unrest. Regardless of what sparks the need to spend, it's something younger generations are doing more than any other right now.
Zayda Slabbekoorn is a senior editorial strategist with a bachelor's degree in social relations & policy and gender studies who focuses on psychology, relationships, self-help, and human interest stories.
