The shift towards self-gifting is reflective of changing attitudes towards love, relationships, and the importance of self-care. Retailers are adjusting their marketing strategies to cater to this growing trend, offering special collections and messaging that appeal to those looking to treat themselves on Valentine’s Day. Ultimately, self-gifting is not only a way to avoid receiving disappointing gifts, but also a way to celebrate independence and self-love. As discretionary merchandise sales fell nearly 4% in dollars and 6% in units in February 2023 (one week after V Day), this trend of buying gifts for oneself may help retailers offset the decrease in sales during the holiday season. (WSJ)
📊 YPulse data: 20% of 13-17-year-olds are buying gifts for themselves this Valentine’s Day
