The indulgence economy is growing in popularity as consumers opt for small indulgences instead of big investments amid economic uncertainty.

The 'pamper economy' phenomenon is gaining ground in tough economic times, inspired by the lipstick effect of the past. Consumers prefer affordable purchases such as cosmetics and decorative items that offer quick gratification. The pandemic has amplified the desire to find joy in simple pleasures such as attending special events. Changing social values have shifted the focus from big achievements to small personal victories, suggesting that this trend will continue to develop in the coming years.