When times are hard, people opt for affordable luxuries. So should you splash out on that highly Instagrammable $19 smoothie, asks Arwa Mahdawi
When times are hard, people opt for affordable luxuries. So should you splash out on that highly Instagrammable $19 smoothie?he last time I happened to find myself in Los Angeles , I did what every visitor to La-La Land is now obliged to do: I went to the
world’s most zeitgeisty grocery store to gawp. Those of you familiar with Erewhon will already know exactly what I’m talking about. For those who don’t: Erewhon is a high-end, celebrity-beloved supermarket that sells such things asmade with powdered beef organs and unpasteurised milk. TikTokers routinely flock there to spend small fortunes on fancy snacks and film themselves unpacking their “hauls”..
What would Butler have made of a slick supermarket, filled with influencers desperate to see and be seen, being named after his book? I couldn’t tell you: I wandered the somewhat sterile aisles of Erewhon looking for enlightenment, but only came out with a croissant. I can tell you this, though: Americans, particularly gen Z, seem to have an insatiable appetite for treating themselves with upmarket snacks. “TikTok creators have brought. Little treat culture is exactly what it sounds like: rewarding yourself with lovely little things, such as an extremely Instagrammable $19 smoothie, just for existing in these trying times. It’s the
While these little luxuries aren’t always food-related, groceries have become a common category for a affordable indulgence. And not just in the US: recent Deloitte research shows that consumers are ato say their “recent splurge purchase” was food or drink rather than personal care. A survey by McKinsey & Company
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