In recent years, the concept of gifting has undergone a quiet but powerful transformation. Traditionally associated with generosity toward others, gifting is now increasingly intertwined with self-directed consumption—where individuals purchase items for themselves as a form of emotional reward, lifestyle enhancement, or personal affirmation. This shift, often referred to as “self-gifting,” is not merely a cultural nuance; it is a measurable trend that is reshaping retail performance across multiple product categories.
For buyers and sourcing professionals, understanding this behavioral evolution is critical. As we approach the final quarter of the year—marked by peak occasions such as Thanksgiving, Christmas, and New Year—the implications of this trend become especially relevant. Consumers are not only buying for others; they are buying for themselves, and they are doing so with intention, emotion, and increasing frequency.
The Rise of Self-Gifting: A Lifestyle Shift Rooted in Emotion and Identity
Seasonal Momentum and Emotional Drivers
According to PwC’s 2025 Holiday Outlook, the average holiday spend per person in the U.S. is $1,552, covering gifts for others and self-gifting. While overall seasonal spending is expected to decline by 5% year-on-year, a significant portion of planned purchases still centers around Christmas and New Year, with nearly 40% of all gift spending concentrated between Thanksgiving and Cyber Monday. Despite economic caution, consumers continue to prioritize meaningful purchases—especially those that offer emotional value or personal reward.
This seasonal behavior reflects broader year-round habits. Klarna’s 2024 data shows that 83% of Millennials and 93% of Gen Z shop online at least once a month, often for themselves. These self-directed purchases are frequently driven by emotional wellness, lifestyle enhancement, and social media influence. McKinsey’s 2025 consumer report confirms that self-gifting is now a recurring habit for over 40% of global consumers, with Gen Z shoppers being 1.4 times more likely than older generations to view purchases as a form of self-reward.
Working Professionals and Lifestyle Investment
Self-gifting is not limited to younger generations. Working professionals across age groups—particularly those with stable income and a growing awareness that “life is short”—are increasingly embracing the idea of treating themselves better. A 2024 survey by Accenture found that 48% of employed adults aged 35–54 reported making self-gifting purchases at least once per quarter, with average spend exceeding $250 per occasion, especially in categories like consumer electronics, home decor, and wellness. These consumers are motivated by a blend of emotional fulfillment, convenience, and the desire to invest in their own wellbeing.
Men’s Growing Role in Self-Gifting
Men, too, are increasingly part of this shift. During the recent holiday season, more than a quarter of male shoppers aged 25–44 planned to buy themselves a tech-related gift, with smart devices and gaming accessories topping the list. But self-gifting among men isn’t limited to electronics. Younger male consumers are showing growing interest in fashion accessories—particularly earrings, bracelets, and designer eyewear—as part of a broader move toward fashion fluidity and personal style. In fact, global sales of men’s jewelry rose by 6.2% in 2024, with the strongest growth among those aged 18–34. Designer eyewear is also gaining traction, driven by fashion-conscious buyers who view premium frames and sunglasses as both functional and expressive. Industry reports show that eyewear is one of the fastest-growing subcategories within the global fashion accessories market, which was valued at $1,175.23 billion in 2024 and is projected to reach $1,786 billion by 2033. This reflects a rising demand for accessories that signal individuality, confidence, and lifestyle sophistication—making them ideal candidates for self-gifting.
Why This Matters for Strategic Sourcing
While self-gifting is a year-round behavior, seasonal occasions act as accelerators. Thanksgiving, Christmas, and New Year provide both emotional context and promotional momentum. According to Adobe’s 2025 Holiday Shopping Forecast, total online spend between November 1 and December 31 is expected to reach $ 253.4 billion, a 5.3% increase year-on-year. Electronics alone contributed $ 55.3 billion to holiday sales in 2024, growing 8.8% YoY.
The takeaway for buyers is clear: sourcing strategies must evolve to reflect not only traditional gifting needs but also the rising demand for products that support personal indulgence, emotional wellness, and lifestyle enhancement. This shift is especially evident across five high-performing product categories, each showing strong alignment with self-gifting behavior and offering clear opportunities for seasonal and year-round sourcing.
Toys & Games: Emotional Gifting and Hobbyist Appeal
The global toy market reached $111.8 billion in 2024, growing at 3% annually, with U.S. sales up 6% in early 2025. While toys for children remain central, motivations are shifting. Many mothers now view toy purchases as part of self-indulgent motherhood—a way to express pride and emotional connection, especially during the holiday season.
Meanwhile, adult consumers are increasingly drawn to blind boxes, trading cards, building sets, and action figures for stress relief, nostalgia, and hobbyist engagement. These products, including advanced construction kits and anime collectibles, surge in popularity around Christmas, when self-gifting and seasonal indulgence converge.
According to Circana, global toy sales rose 7% in H1 2025, with building sets up 12%, action figures up 8%, and collectibles up 35%. Analysts forecast the market will reach $27.5 billion by end of 2025, fueled by adult buyers, entertainment licensing, and social media trends. Notably, sales to consumers aged 18+ grew 18%, split evenly between men and women—highlighting the expanding appeal of hobbyist toys during high-emotion, high-spend moments.
Explore sourcing opportunities in toys and games. Discover a wide range of educational toys, collectibles, and novelty games to meet seasonal and year-round demand. Send enquiries directly to quality suppliers. Toy retailers in Asia-Pacific reported a 22% increase in adult-targeted product lines in Q3 2025, with blind box and designer figure categories driving repeat purchases and higher basket values.
Health & Wellness: Investing in Self-Care
The global wellness market is now valued at $ 2 trillion, with annual spend in the U.S. exceeding $ 500 billion and growing at 4–5% per year. Wellness is no longer an occasional indulgence—it is a daily practice. Consumers are prioritizing products that support physical vitality, emotional balance, and mental clarity.
During the 2024 holiday season, health and beauty spend in the U.S. grew by 7%, marking the largest quarterly growth of any physical goods category. Popular self-gifting items included massage tools, skincare sets, health supplements, and fitness gear, reflecting a strong desire for personal care and stress relief during high-emotion periods like Christmas and New Year.
Generationally, Millennials and Gen Z are leading the charge, with wellness now embedded into their daily routines. According to McKinsey’s 2025 Future of Wellness survey, younger consumers are driving demand across six core subcategories: mental health, weight management, in-person wellness services, beauty, healthy aging, and functional nutrition3. However, older consumers are also increasing their wellness spend, particularly in areas like sleep support, joint health, and anti-aging skincare, as they embrace a broader definition of wellness.
Explore sourcing opportunities in health and wellness. Source high-quality wellness products that align with the self-care movement. Engage quality suppliers to support ongoing demand and early 2026 planning. Products positioned for “healthy aging” saw a 16% rise in global B2B sourcing interest in Q3 2025, with sleep support and joint care leading the category.
Consumer Electronics: Smart Indulgence with Purpose
Electronics continue to dominate holiday sales. In 2024, U.S. consumers spent $ 241.1 billion online, with electronics contributing $ 55.3 billion, up 8.8% year-on-year. The appeal of smart gadgets, wearables, and lifestyle-enhancing tech is especially strong among self-gifters who view these purchases as both indulgent and purposeful.
Men are particularly active in this category, with Klarna reporting that nearly one-third of male shoppers aged 25–44 planned to buy themselves a tech gift during the holiday season. Popular items include smartwatches, wireless earbuds, AI-powered voice recorders, smart fitness bands, and compact entertainment devices like portable projectors, which are increasingly used for travel, home cinema, and hybrid work setups. These products are often selected for their ability to streamline daily routines, elevate leisure experiences, and support modern lifestyles.
AI-integrated gadgets and health-focused tech are expected to be among the most sought-after gift items this season, with distribution expanding across both online platforms and specialty retail. Industry analysts also forecast that 2025 holiday online shopping will exceed $ 250 billion, driven largely by demand for electronics, gaming gear, and AI-enhanced tools.
Explore sourcing opportunities in consumer electronics. Discover smart devices and tech accessories that blend innovation with lifestyle appeal. Start curating your next product lineup with quality suppliers offering standout designs and features. AI-integrated consumer electronics saw a 27% increase in B2B sourcing interest in Q3 2025, with voice-enabled tools and smart wellness devices leading the surge.
Fashion & Accessories: Self-Expression and Seasonal Style
Fashion is emerging as a top self-gifting category, especially during seasonal peaks. While earlier sections highlighted wellness and tech as key areas of emotional investment, fashion now plays a growing role in how consumers express identity, celebrate milestones, and indulge in personal style.
The global fashion accessories market was valued at $ 1,175.23 billion in 2024, and is projected to reach $ 1,231.17 billion in 2025. Jewelry, handbags, festive apparel, and eyewear are frequently purchased as personal treats or prompted gifts from partners. During the 2024 holiday season, fashion accessories saw a 14% year-on-year increase in Q4 sales, with statement pieces and limited-edition collections driving momentum.
Christmas-themed clothing—like reindeer sweaters, Santa pajamas, and matching family outfits—also saw strong demand. Holiday apparel for kids and families surged by 18% in online sales between November and December 2024, as retailers expanded their festive offerings to meet growing interest in coordinated seasonal looks.
Parents are spending more on kidswear for birthdays, holidays, and social events, while younger male consumers are embracing expressive fashion. Sales of men’s jewelry rose by 6.2% in 2024, with the strongest growth among those aged 18–34. Premium eyewear is also gaining traction, with fashion-conscious buyers viewing designer frames and sunglasses as both functional and expressive.
Explore sourcing opportunities in fashion and accessories. Source fashion-forward accessories that reflect self-expression and seasonal style. Collaborate with quality suppliers offering trend-led designs for gifting and personal indulgence. In 2024, fashion items featured in influencer-led holiday campaigns saw a 32% uplift in engagement and conversion, underscoring the power of social-driven discovery in self-gifting.
Home & Decor: Style, Mood, and Social Presence
Home decor has evolved into a powerful medium for self-expression, emotional comfort, and social storytelling. The global Christmas decoration market reached $ 6 billion in 2024, and is projected to grow to $ 6.2 billion in 2025, driven by rising demand for ornaments, candles, seasonal tableware, and themed homeware. In the U.S., 78% of households decorate for the holidays, and 54% purchase new items annually, often timed around Thanksgiving, Christmas, and New Year.
Festive decor is no longer just about tradition—it’s about creating a mood and sharing it visually. Velvet-textured ornaments, Scandinavian-inspired centerpieces, and cozy lighting setups are trending, with soft textures and muted colors dominating 2024 holiday aesthetics. These choices reflect a desire for emotional warmth and personal comfort, especially in uncertain times.
At the same time, social media continues to shape purchasing behavior. Platforms like Instagram and Pinterest remain highly influential, with 38% of buyers drawing inspiration from decor content. Consumers are curating their homes not only for ambiance but to present a visual narrative—whether it’s a minimalist mantelpiece or a maximalist tree. Decor that photographs well is more likely to be shared, saved, and emulated, reinforcing the idea that home styling is now a form of social presence.
Explore sourcing opportunities in home and décor. Discover seasonal decorations, candles, and lifestyle accents that blend emotional appeal with visual impact. Partner with quality suppliers to build collections that resonate both offline and online. In 2024, home decor products tagged with “holiday aesthetic” saw a 29% increase in engagement across social platforms, with shareable visuals driving higher conversion rates.
Sourcing for the Self-Gifting Generation
The rise of self-gifting is more than a seasonal quirk—it’s a structural shift in consumer psychology that’s reshaping how, why, and when people buy. Across categories as diverse as toys, wellness, electronics, fashion, and home decor, today’s consumers are not just shopping for others—they’re curating their own lives with intention, emotion, and identity in mind.
For sourcing professionals, this means rethinking traditional assumptions about gift cycles and buyer personas. Products that once relied solely on external gifting occasions now thrive on internal motivations: self-care, self-expression, and self-celebration. Emotional resonance, aesthetic appeal, and social visibility are no longer optional—they are essential product attributes.
Looking ahead to 2026, the most effective sourcing strategies will be those that anticipate not only what consumers intend to give, but also what they aspire to keep. As the boundary between gifting and self-treating continues to blur, this shift presents a powerful opportunity: to source with empathy, agility, and a nuanced understanding of the modern consumer’s evolving desires.
Sourcing to meet evolving consumer desires starts HERE. Explore curated product categories and connect with trusted suppliers to stay ahead of seasonal demand and lifestyle-driven trends.
Bonus for Suppliers
Self-gifting is driving demand across multiple product categories. If you offer products that inspire personal reward, emotional connection, or seasonal appeal, now is the time to stand out. Join hktdc.com Sourcing to connect with global buyers actively sourcing for the next wave of lifestyle-driven demand.
B2B Buyer Expectations, Market Trends, and Procurement Research McKinsey, Deloitte, Gartner, PwC, GWI, Martal Group, LikeMind Media, WARC, Concord, Anthesis Group, HKTDC International Buyer Sourcing Behaviour Survey 2025
Sustainability, Responsible Sourcing, and Compliance Statista, Grand View Research, IMARC, FSC International, Global Organic Textile Standard (GOTS), BSR
Product Presentation, Brand Story, and Trust Forrester, LinkedIn B2B Institute, Hobo Video, GeniusDrive, Licera Inc., Flow.ninja, DigitalStoryteller.io, Bluemeteor, HKTDC NewsBites
Service, Reliability, and Supplier Performance OrdersInSeconds, Shopify, LikeMind Media, HKTDC Sourcing platform documentation
Proof, Credibility, Communication, and Language Gartner, TrustMary, Martal.ca, Ironpaper, Salesforce, The Drum, AgencyJet, SEMrush, Ahrefs
Keyword Trends and Search Analytics Google Trends, Google Ads Keyword Planner, GWI, AgencyJet
Platform Features and Supplier Guidance hktdc.com Sourcing, HKTDC Support Centre, HKTDC NewsBites
