Self-Gifting to Take Center Stage for Valentine’s Day 2025
Searches for “Self-Love” have surged 596% over the past year, highlighting a cultural shift toward self-prioritization.
Valentine’s Day 2025 is shaping up to be a celebration of self-love, with self-gifting emerging as the standout trend. As relationships and traditions evolve, more people are prioritizing wellness, self-care, and personal happiness.
This year, Valentine’s Day serves as the perfect moment to embrace and celebrate this movement.
Self-Gifting is On the Rise
This Valentine’s Day, 40% of women and 35% of men are planning to buy themselves a gift, reflecting a broader, more inclusive celebration of personal joy. The self-gifting movement is not just for singles anymore either; it’s equally strong among married individuals. In fact, the trend is growing across all relationship statuses, highlighting a cultural shift toward individual empowerment.
What are people treating themselves to? The most popular items fall into three categories: expensive meals (22%), luxury products (16%), and physical pampering (13%). These indulgences speak to a desire for both mental and physical well-being, as consumers look to destress and indulge after a year of challenges.
Why Is Self-Gifting So Popular?
In times of stress and uncertainty, people seek comfort and joy. Valentine’s Day, once about romance, is now a celebration of self-care and indulgence. With fewer external pressures, consumers are focusing on their own worth.
Gen Z is leading the shift, with 62% planning to self-gift, redefining holidays by prioritizing personal treats over traditional gifts. Whether splurging on luxury, dining out, or booking a spa day, more people are making Valentine’s Day special—for themselves.
How Brands Can Capitalize on the Self-Gifting Trend
Retailers and brands that have embraced self-gifting are seeing incredible success, and Valentine’s Day is no exception. Campaigns that promote self-worth, personal indulgence, and the power of treating yourself are resonating with audiences in a way traditional marketing doesn’t. Brands that prioritize self-love and self-care messages are winning over consumers eager to spend on themselves.
Take a look at how brands are tapping into the self-gifting movement:
Olivela turned self-gifting into its own special day — Self-Gifting Saturday. This campaign created a holiday within a holiday, encouraging customers to treat themselves with a focus on self-worth and indulgence.
Photo: https://www.olivela.com/editorial/the-self-gifting-guide
