RetailMeNot: Valentine's Day Self-Gifting Reaches 33%
One in three Valentine's Day shoppers (33%) is treating themselves as a legitimate recipient, reflecting broader cultural changes around self-care .
Self-Gifting Purchase Patterns:
Gift cards: 33%
Clothing and accessories: 31%
Experiences: 30%
Interpretation: The shift tracks with broader cultural changes around self-care and the idea that you don't need to wait for someone else to buy you flowers or chocolate. It also explains why Valentine's Day spending per person appears lower—when buying for partner, kids, best friend, and yourself, you're probably not dropping $165 on any single person .
Industry Summary
The international Valentine's Day gifts market in 2026 is characterized by:
Record Spending: US spending projected at $29.1 billion, with average budgets reaching $199.78 .
Expanded Gift Circles: Consumers are buying for pets ($2.1B, 23.5% growth), friends ($2.4B), co-workers ($1.7B), and classmates/teachers ($2.2B) .
Self-Gifting Normalization: 33% of shoppers buy for themselves; younger generations driving this trend .
Generational Drivers: Gen Z and millennials are key spending drivers, particularly influenced by credit card offers .
Discounts Decline: Average discounts fell from 12% to 10% as brands shift to personalization .
Price Inflation: Classic Valentine's gifts have risen 51% over the decade, with chocolates up 236% .
Early Planning: 60% begin planning in February; product views up 28% year-over-year .
Top Shopping Channels: Online (38%), department stores (35%), discount stores (30%) .
Whimsical Brand Activations: McDonald's and Aesop embrace playful marketing over traditional romance .
Popular Gifts: Candy (56%), flowers (41%), greeting cards (41%), evening out (39%), jewelry (25%) .
