Valentine's Day "Gifting Myself"... Self-Gifting Trend Popular in the US

WSJ: 39% of Adults Gave Gifts to Themselves Last Year

As the number of unmarried people increases in the United States, a new trend called 'self-gifting,' where individuals give gifts to themselves on Valentine's Day, has emerged, according to reports.

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On the 13th (local time), The Wall Street Journal (WSJ) reported, "Half of the adult population in the U.S. is unmarried, and many do not desire romantic relationships, changing the landscape of Valentine's Day (February 14th)." The report added, "Purchasing gifts for oneself on Valentine's Day is on the rise." In response to this change, American shopping malls and the fashion and beauty industries are emphasizing 'gifts for oneself' and introducing new sales strategies targeting the non-dating population.

The lingerie retailer 'Adore Me' is selling underwear printed with the phrase, "Forget gifts for others, here is a gift for you on Valentine's Day." A marketing representative from Adore Me stated, "The self-gifting message is performing better on Instagram and Facebook."

A handbag retailer said, "Purchasing for yourself promotes independence," and used the slogan "From You, To You." The major U.S. shopping mall 'Target' advertised "products just for me" while selling heart-themed T-shirts and sweaters for Valentine's Day.

In fact, a survey conducted last year by the U.S. market research firm Surkana, involving over 1,000 adults, found that 39% of respondents said they give themselves gifts on Valentine's Day. Surkana's senior advisor Marshall Cohen explained, "People began purchasing romantic gifts for themselves during the pandemic," noting that the self-gifting trend has continued from the COVID-19 pandemic.

According to Surkana's survey results, in the two weeks of February 2023, miscellaneous goods sales in the U.S. decreased by 4% in value and 6% in quantity compared to the previous year. Cohen analyzed that consumers have become more cautious with spending, leading to poor sales on event-driven holidays like Valentine's Day. However, WSJ forecasts that as self-gifting becomes more popular, sales during such holidays will reignite.

This content was produced with the assistance of AI translation services.