Self-Gifting Becomes Socially Accepted Norm
Self-gifting has become a normalized behavior for Valentine's Day 2026, with 27% of consumers reporting they have already bought themselves a Valentine's Day gift, and 13% explicitly identifying as self-gifters .
Self-Gifting Trends:
35% buy clothing or accessories for themselves
25% purchase beauty or self-care products
32% treat themselves to restaurant meals or takeout
13% book spa treatments or massages
John Shapiro, Lightspeed Commerce's chief product and technology officer, stated: "What we're seeing now goes beyond that moment. When 27% of consumers say they've already bought themselves a Valentine's Day gift, and 13% explicitly identify as self-gifters, it points to a behavior that's become socially accepted rather than situational" .
In Japan, a survey by Matsuya Ginza department store found that 65% of participants were planning on "buying chocolates for myself," surpassing the 53.7% shopping for romantic partners
