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Is Self-Gifting a Year-Round Trend?
Beyond the holiday season, self-gifting is becoming more common around Valentine’s Day as well as many other times of the year.
According to CivicScience survey data, 40% of women this year were at least “somewhat likely” to purchase themselves a Valentine’s Day gift, up from 31% in 2023 and 25% in 2022. Among men, 35% indicated they may buy themselves a Valentine’s Day gift.
A Wall Street Journal article pointed to Target using “Fit for the whole fam or just you” messaging around its heart-decorated T-shirts as an example of retailers targeting the self-gifting Valentine’s Day trend.
The trend was partly due to the larger percentage of unmarried Americans, with many not seeking relationships. On a podcast, Suzanne Kapner, the WSJ’s retail reporter, said she also connected with many married women who were buying gifts for themselves for numerous reasons. She said, “Sometimes, the husband doesn’t quite know their taste, and there’s nothing worse than getting that piece of jewelry or other type of gift that you don’t really like, but you don’t want to hurt their feelings, so it sits in a drawer forever.”
Beyond big gifting days, a survey of Canadians commissioned by Rakuten further found that 75% treat themselves at least occasionally to a gift throughout the year, including 13% who self-gift frequently.
The survey’s findings align with university studies that have shown consumers are self-gifting regularly, with benefits like stress release, a sense of relaxation, an enhanced feeling of well-being, and elevated self-esteem levels.
The Rakuten study found that 27% of respondents treat themselves to a gift due to a special occasion (i.e., birthday, Christmas, or Valentine’s Day), while 38% indicated they don’t need a special reason to treat themselves. Most (63%) said they treat themselves “because they feel it’s important,” while 27% do so because they believe they deserve a gift for working hard and 15% do it for a pick-me-up.
Deloitte’s 2023 holiday survey found that 75% of holiday shoppers were “tempted” to self-gift to take advantage of the holiday deals. When asked about the main factors motivating self-gifting, the top responses were finding a gift that was practical/useful (51%), satisfies one’s own passions or hobbies (42%), offers moments of relaxation (39%), or has long-lasting use (33%).
Deloitte said retailers that “appeal to the needs and motivations of self-gifters will be able to generate add-on sales.”
A study from Cornell University researchers found that traditional marketing verbiage emphasizing constraint or scarcity, like “one-day only sale” and “items are going fast,” may backfire when targeting often-stressed potential self-gifters. The researchers stated that marketers can instead “use language in their communications to encourage consumers to treat themselves, even when they don’t think they have the bandwidth to do so.”
Discussion Questions
What’s driving the trend toward self-gifting outside the traditional holiday selling period?
Does traditional retail sales messaging run counter to those that connect with potential self-gifters?
Poll
Loading …BrainTrust
Rachelle King
Retail Industry Thought Leader
Georganne Bender
Principal, KIZER & BENDER Speaking
Our consumer tracking monitors self-gifting, and the numbers doing this and the frequency with which they do it have been increasing over the past few years. This is mostly a function of an ‘I deserve a treat’ mindset which kicked in because of the challenges of the pandemic and has now been carried over into a period of economic difficulty. Self-gifting really spikes during occasions and holidays, which essentially act as an excuse for a little indulgence. Our Valentine’s data, for example, shows more people buying themselves chocolates, alcohol or a special meal this year than last.
While the motivations for self-gifting are specific to the individual consumer, this may simply be a function the growing segment of the population who choose to not have a partner. Self-gifting during traditional holidays makes sense because that’s when many of the best deals can be found. The self-gifting trend may also be related to the growing movement to self-care and better mental health. Self-gifting feels good, and that may be a good enough reason to do it. Understandably, traditional sales messaging still focus on gift buying for the intended target, but this certainly doesn’t prevent the retailer from offering gift packages and promotional language that is more encouraging to the self-gifter.
People, of course, have always bought things for themselves; so if fewer are in relationships, then it stands to reason there may be certain amount of substitution – say buying a gift for oneself on your birthday (to make up for the gift that you won’t be getting from someone else). But I’m hesitant to call this a trend, and I think there are limitations: Xmas or birthday? Sure. But Valentines day? That just strikes me as weird – I don’t care what some survey claims – and I’m having a hard time picturing what the messaging for this would be.
A lot of retail marketing today is occassion based (BTS, SuperBowl) or heavy gifting (Holiday, Valentines). It’s somewhat ingrained in retail to go-to-market this way and it will take a mindset shift to think of everyday as a day for self-gifting. I don’t believe this is a stretch for retailers to make. As soon as they see more self-gifting data within their own and operated networks, we can expect things to evolve even more so than they’ve already started to.
The reality is that more people are unmarried today and are delaying having children. So, the traditional retail tentpoles like back-to-school shopping and a ring for Valentines Day are not relevant for an increasing number of shoppers. However, ASD Market Week reports that 9 out of 10 Americans practice self-care, and this trend has been growing since the pandemic. Self-gifting is a part of self-care; retailers and brands would be wise to tap into this with a sincere tone. This whole idea of self-care and self-gifting is new, and if retailers/brands can make consumers feel like self-care/self-gifting is not selfish, then there is good upside here for everyone.
It’s rather hard not to acknowledge that the good people at L’Oreal have been on to this for some time. What’s more validating for buying that feel-good gift than: “Because You’re Worth It” ?
To keep selling despite high inflation, more retailers now offer deals, which leads some consumers to snag bargains for themselves.
AI-driven product recommendations also make online shopping more enticing, thanks to more relevant and personalized suggestions. As retailers get to know us better, they uncover patterns and needs that might tempt us to self-gift.
I’m with the 38% who don’t need a special reason to treat themselves. If I see something I want, and I can afford it, I buy it. If I buy a cartload of Cadbury Cream Eggs, am I treating myself to an Easter gift, or do I just really like the things? We may need another survey…
I’m also part of that 38% and I’m 100% with you on the idea of another survey. I think a lot of shoppers buy things for themselves that are featured or on sale during a holiday, but that doesn’t necessarily mean they are buying themselves a “holiday” gift.
“Studies that have shown consumers are self-gifting regularly, with benefits like stress release, a sense of relaxation, an enhanced feeling of well-being, and elevated self-esteem levels.” Didn’t we use to call that “retail therapy”? Well, it got us a bunch of new surveys
Today’s comment by Rachelle King is the direction every retailer should follow. What’s more validating for buying that feel-good gift than: “Because You’re Worth It”? If the shopper sees something they want, Mr. Retailer gives them an excuse.
More people are single. Marriage rates are down. Say what you will about the sociological implications, this represents a huge opportunity for retailers.
You work hard. You have no one to come home to. Give yourself something!!!
Generally speaking, my wife and I gave up the gift giving a long time ago. I never know what she wants and she doesn’t have a clue about the latest tech gizmo I might like. So we pretty much “self gift” year round. So married, single, in a relationship or not, self-gifting makes sense likely for many people!
I must be missing something. If I buy myself a new TV am I self-gifting? I just buy stuff for myself. Chocolate, dinner, whatever I want that I can afford.
When did this become a “thing?”
My thoughts exactly, Paula. I think it’s just heightened a bit more these days given too many people don’t have a deep connection with many people in their lives. Staring at your phone all day will do that. So, ‘treating’ yourself feeds your need to feel valued … even if it just comes from yourself.
It became a thing when a bunch companies decided to survive and needed a name.
I don’t think it’s a thing, Paula, and I don’t think we’re alone.
I think the trend toward self-gifting outside traditional holidays is driven by various factors. For one, there’s a growing percentage of unmarried individuals who aren’t necessarily seeking gifts from others. Additionally, some people prefer to ensure they receive items they truly want and enjoy, rather than risking disappointment with gifts chosen by others.
Traditional retail sales messaging often focuses on gifting to others, which may not resonate with those who are inclined to treat themselves. Instead, messaging that emphasizes self-care, indulgence, and personal satisfaction may better connect with potential self-gifters, encouraging them to make purchases for themselves.