 We thought originally that this was about escaping reality, but what we found is that it's really about people seeking out a purchase that brings them comfort. More like a reward for an accomplishment rather than avoiding sadness. Instagram and TikTok are full of people buying themselves indulgences. Social media plays a big role in normalizing these treat purchases, says Jeff Tameno with the University of Florida. People being able to say, okay, well, things are tough.