Self-Gifting Reaches 33% of Valentine's Day Shoppers
One in three Valentine's Day shoppers (33%) plan to buy gifts for themselves in 2026, reflecting a broader cultural shift toward self-care and personal reward .
Self-Gifting Statistics:
27% of consumers had already bought themselves a Valentine's Day gift by early February
13% explicitly identify as self-gifters
Among self-gifters: 35% buy clothing/accessories, 25% buy beauty/self-care products, 32% treat themselves to restaurant meals
John Shapiro, Lightspeed Commerce's chief product and technology officer, stated: "Self-gifting is something we've been tracking for several years, but its normalization has accelerated more recently... 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" .
