Anyone who uses their phone for digital payments knows the shorthand: a pizza emoji to split dinner, a coffee cup to cover a latte, or a martini for happy hour cocktails. But those payment notes aren’t just a fun way to communicate with friends—they’re actually being tracked to analyze dining trends, consumer behavior, and cultural moments.
One company doing this is CashApp, which recently released its first-ever “That’s Money” peer-to-peer trend report for 2024. This report looks at the emojis and phrases we use when paying each other.
In today’s digital world, “each transaction tells a story about how Americans speak, spend, and feel—offering a unique view of the cultural Zeitgeist,” CashApp explains in the report.
The survey breaks down trends by generation, showcasing differences in how Gen Z (ages 18–29), Millennials (ages 30–44), Gen X (ages 45–59), and Boomers (60 and older) interact with payment platforms. Although this is CashApp’s inaugural public report, the app has been tracking these patterns internally since 2019, covering everything from Taylor Swift references to the rising popularity of the WNBA and pickleball. A major focus of the report? Food and drink.
Here’s what the 2024 trend report uncovered about dining habits:
Everyday Indulgences
We’re treating ourselves more frequently, according to CashApp. The phrase “sweet little treat” saw a 500% increase in usage this year, while related phrases like “sweet treat” and “little treat” rose by 349% and 170%, respectively. And while the phrase “girl dinner” was virtually unheard of last year, it skyrocketed by 8,000% in 2023.
Beverage Trends
Mentions of both “matcha” and “coffee” increased by 28% over the past year. Meanwhile, “espresso martini” saw an 89% rise, driven mainly by Gen Z users, who outpaced Millennials in embracing caffeinated cocktails. On the non-alcoholic front, mentions of “mocktail” have surged by 500% over the past four years, with Gen Z leading the “sober curious” movement.
Food Dominates Payments
CashApp analyzed the top 15 common descriptors users enter in the payment notes. “Food” ranked No. 1, ahead of “gas,” “love,” “thanks,” and “happy.” Notably, “lunch” appeared at No. 11 on the list, but “breakfast” and “dinner” did not make the top 15.
Regional Differences
As the most populous states, New York and California stood out in emoji use. Californians seem to think of food and drink the most, with tacos and beer being their top emojis. In contrast, New Yorkers’ top emojis were more emotionally driven: crying and a taxicab.
