You’re mindlessly scrolling through TikTok when a video of an iced latte appears on your feed, followed by someone casually unwrapping a flaky croissant with a caption that reads, “just a little treat.” It’s the kind of moment that feels as satisfying as it looks—one that’s not just about the pastry or the drink, but about the joy of the indulgence itself. Welcome to “little treat culture”, a lifestyle of small, joy-sparking indulgences that offer a quick hit of serotonin.
At its core, “little treat culture” is about rewarding yourself with small, often inexpensive pleasures, whether you’ve just accomplished a task or simply want to romanticize your day. According to Deloitte, Gen Z is more likely than older generations to splurge on these treats, thanks in part to the influence of social media.
And there’s no better city for it than New York. With a tempting array of sweets, sips and snackable delights on every block, New York City is a wonderland for tiny indulgences. Here are some of the best spots for your next treat-yourself run.
Sunday Morning
29 Avenue B, New York NY 10009
Every morning (not just Sundays), a line forms outside this East Village bakery, which first opened its doors in February 2025. The reason? Freshly baked cinnamon rolls… and nothing else. But these aren’t your average cinnamon rolls — Sunday Morning offers a plethora of creative flavors like guava & cheese, ube mascarpone, and bananas foster. The cream cheese frostings are colorful and make the baked-goods case look like a work of art. If you wish, you can pair your cinnamon roll treat with a cup of coffee or latte (although the drinks aren’t the main event here). Counterintuitive to its name, being able to walk right inside Sunday Morning isn’t easy, so get there early.
L’Appartement 4F
119 W 10th St, New York, NY 10011
If you’re trying to channel a cool Parisian on your sweet treat run, then L’Appartement is your destination. Founded by husband-and-wife duo Gautier and Ashley Coiffard, this charming bakery brings a taste of France to New York City. Gautier, originally from Grenoble, France, began baking in 2019 to satisfy his craving for authentic French bread. Gautier was a software engineer but eventually, with Ashley, they started selling their creations from their Brooklyn apartment (unit 4F) during the COVID-19 pandemic in 2020, and quickly gained a devoted following. They both quit their day jobs and have two locations in NC. Beyond the classic variety of croissants, they present inventive flavors such as pistachio rose, and even a unique “croissant à tout,” topped with everything bagel seasoning (if a savory treat is more your vibe). The West Village location, a quaint walk-up window, is perfect for grabbing a quick treat before strolling along the West Side Highway, allowing you to momentarily imagine you’re meandering by the Seine.
From Lucie
263 E 10th St, New York, NY 10009
You may have seen Lucie Franc de Ferriere’s dreamy cakes on Instagram (she has over 100K followers and has baked cakes for celebs including AnnaSophia Robb. Franc de Ferriere’s layer cakes are adorned with pressed edible flowers and resemble something out of a fairytale picnic. Her East Village bakery, From Lucie, brings that same romantic, storybook charm to life in slice form. Franc de Ferriere hails from the Bordeaux region of France, but don’t expect a classic Parisian patisserie. The cozy shop channels the rustic elegance of the French countryside, and her cakes follow suit—delicate, slightly imperfect, and all the more beautiful for it. Franc de Ferriere grew up in the Bordeaux region of France–just don’t expect a Parisian style bakery. The small shop is reminiscent of a rustic French countryside bakery and her cakes follow suit. Each cake never looks perfect, but when it’s covered in flowers, it works. Flavors rotate, but you might find unique cake and frosting pairings, like earl grey with lemon cream, olive oil with fig and mascarpone, or matcha with yuzu curd. They also offer adorable mini cakes, each tucked into its own carrying case—perfect for flaunting your sweet treat around the East Village or gifting to a friend (if you’re feeling generous). At around $11 a slice, it’s definitely a special-occasion splurge — but think of it like buying yourself a flower bouquet that you can eat.
Surprise Scoop
139 1st Ave, New York, NY 10003
If choosing what to eat sends you into decision paralysis, let Surprise Scoop take the pressure off. This quirky little ice cream shop flips the script by offering just one mystery flavor each day — no menu or samples necessary. You place your order at a touch-screen kiosk, pick it up at a window, and only then do you discover what flavor has been chosen for you, whipped cream, toppings and all! The space is minimal (aside from its bright purple sign) and completely cashierless, making it a dream for introverts and anyone craving a low-key, high-reward dessert adventure.
Hani’s
67 Cooper Sq, New York, NY 10003
While Hani’s (pronounced “honey’s”) is a newcomer to New York City’s sweet treat scene, it’s already building a devoted following — and for good reason. Co-founded by pastry chefs Miro and Shilpa Uskokovic, the East Village bakery is reminiscent of a candy store. Many of the desserts are inventive takes on classic flavors that will bring some nostalgia to your sweet treat run. Think: a brown butter carrot cake layered with pineapple-ginger jam or their popular PB&J cake. If only school cafeteria sweets had tasted this good.