Why We Treat Ourselves When Times Get Tough

The RM70 Therapy Session

RM70 for a mystery figurine sounds ridiculous, especially in this economy. My late grandpa would be horrified. He’d instantly calculate how many bowls of noodles that could buy. Yet we still do it, don’t we? Chasing that fleeting thrill feels almost irresistible. That moment of gaining back control through small treats or self-gifting feels especially precious in uncertain times.

So you spend, you post, you share, and for a brief instant the world feels lighter. This instant mood repair isn’t just play, though. Malaysia’s toys and hobby market is now worth over US$341.82 million (about RM1.5 billion), according to IMARC Group. That’s emotional economics in action.

From Lipstick Effect to Treatonomics

Rewind to the early 2000s. Economists noticed a curious trend during recessions: while big-ticket items dropped, sales of small luxuries like lipstick went up, becoming the go-to affordable luxury gifts people bought for themselves or others. They called it the Lipstick Effect, proof that people still crave comfort in uncertain times, albeit in cheaper forms. No doubt you’ve seen the craze over blind boxes, limited-edition bubble tea or café drops, with brands from Pop Mart to Miniso to Watsons jumping in.

Fast forward to today, and that impulse has evolved into something bigger: Treatonomics, a whole little treat culture built around finding joy in tiny rewards. Consumers now make trade-offs, cutting daily expenses to splurge on feel-good moments, which can be seen as a luxury on a budget mindset. As CNBC puts it, “Treatonomics is booming.” You see it everywhere, from buying cheaper supermarket brands or skipping out on morning brews, all to go in on concert tickets or a wish-listed niche designer bag.

Why We Do It

The psychology is simple, if powerful. This kind of emotional spending often comes down to four key motivators:

Control: Finding tiny wins in an increasingly chaotic world
Anticipation: The dopamine rush of waiting for something new
Identity: Collecting to belong, a way to say “this is who I am.”
Social validation: Unboxing is half the fun because someone’s watching

On TikTok and Shopee Live, the reveal is the content. Local collectors even report spending up to RM3,000 chasing rare drops, proving that the joy often lies more in the chase than the catch itself.

When Small Buys Add Up

Three RM70 boxes a month might seem harmless until you do the math. That’s RM2,520 a year. Bruh.

Impulse spending can be a slippery slope, especially when “Buy Now, Pay Later” makes pain-free purchases all too easy. And during mega sale seasons, brands know exactly how to push those dopamine buttons, which can really stack up the total expenditure.

From Hobby to Hustle

Some flip the script by turning their collecting habit into a side business. They get to chase the same highs while removing some of the guilt. Telegram swap groups and Shopee resellers are part of a growing micro-economy where timing, taste, and trend-spotting actually pay off.

While turning hobbies into income is exciting, it’s still business. All the guilty purchases could help pay the rent if treated like work, where costs are tracked, profits are treated like real earnings, and the effort is put in.

How to Treat Yourself Smartly

To keep the joy without the regret, try this:

Set a fun fund: A small, guilt-free monthly budget
Try the 24-hour rule: Wait a day before clicking to buy again
Resale or hoard: Ask if you truly love it, and if it could be resold
Track tiny spends: Small numbers add up, so be aware of it

The Last Line

In tough times, it’s okay to go easy on yourself. Go for the treats, but go easy on your wallet too. And on some days, maybe swap the splurges for simpler little treats like a comforting bowl of noodles.. Though he might baulk at how many bowls RM70 could buy now, I know my grandpa would still approve of a little comforting treat.