Buying a gift is often seen as something you do for other people, and being treated typically means waiting for a special occasion. However, the way we shop is starting to change, with more of us taking matters into our own hands and treating ourselves; not just as a "guilty pleasure", but as an act of self-care.

And it's not too surprising. With stress levels on the rise and the constant buzz of modern life leading to emotional burnout, treating yourself has become a coping mechanism and a way to give your wellbeing a little boost.

We surveyed our customers and consulted with psychologist, Dr Ravi Gill, to better understand this growing trend.

Methodology

We surveyed over 50 customers in January 2026, exploring their self-gifting habits. Topics included:

  • Frequency of self-gifting
  • Changes in self-gifting spend over the past 12 months
  • Jewellery purchasing behaviour (type, price point, recipient)
  • Emotional motivations behind self-gifting
  • Whether self-gifting is viewed as self-care

Alongside the survey, we interviewed Psychologist and Chartered Member of the British Psychological Society, Dr. Ravi Gill, to get her insight into the drivers behind self-gifting and why people are turning to self-gifting now more than ever.

What is self-gifting, and why is it on the rise?

It's easy to brush self-gifting off as just "shopping," but there's more to it than that. It's the intentional act of buying something to treat yourself and lift your mood, mark a special moment, or bring yourself a bit of comfort. And it's definitely catching on.

Our survey found that 88% of respondents buy themselves gifts, with 63% doing so several times a year, suggesting that fewer people are waiting for events like Christmas or Valentine's Day to be gifted something new. It's becoming a regular way we look after ourselves.

An additional 46% of people told us they buy themselves more gifts now than they did five years ago. And, even with money being tight for many, 83% said the amount they've spent on themselves in the last 12 months has either gone up or stayed the same.

In the past, spending money on yourself might have felt a bit indulgent, maybe even "selfish", but these days it's becoming an intentional behaviour based on recognising your own worth.

Dr Ravi Gill explains why picking out a bracelet or treating yourself to a charm is actually good for our minds:

"Self-gifting is a great way to boost wellbeing by reinforcing self-care, self-worth, positive emotion, and by marking progress or comfort without relying on others for validation. The key is intention, not avoidance. Staying within your means, and choosing gifts that genuinely support your values or needs."

It's about more than just the item itself, as Dr Gill notes:

"Self-gifting often meets emotional needs like validation and self-love, as well as comfort, control, reward, nurturing, self-expression, reassurance, and motivation; helping someone feel cared for, grounded, and emotionally supported."

Self-gifting vs impulse buying: what’s the difference?

While you'd be forgiven for thinking "self-gifting" is just a fancy name for "retail therapy" or impulse spending, there's a real psychological difference between the two.

Impulse buying is usually reactive; a sudden urge triggered by a feeling you want to fix. Self-gifting, on the other hand, is all about awareness and taking the time to choose something you'll treasure.

Dr Gill clears up what self-gifting is all about:

"Psychologically, they're different, mainly in intention, awareness, and outcome. Self-gifting is usually intentional, affordable and value-led; such as people choosing to celebrate, care for themselves, or support their wellbeing. It tends to feel affirming, with little guilt, and can strengthen self-worth and motivation."

In contrast, impulse buying can often lead to a negative cycle, as Dr Gill explains,

"Impulse buying or retail therapy is more often emotion-driven and reactive when people feel emotions that they want relief from, such as stress, low mood, or boredom. It can give a quick dopamine hit, but is more likely to be followed by regret, guilt, financial stress, and the original emotion returning."

And there are real numbers to back this up. While Brits spend over £41 billion a year on impulse buys, intentional self-gifting hits differently.

Our survey found that 77% of people see self-gifting as self-care. When we asked how they feel after buying a gift for themselves, the top answers weren't guilt or regret. Instead, people felt happiness (70%), confidence (7%), and empowerment (5%).

It's clear to see that, when you do it with the right mindset, self-gifting is a positive experience, not a guilty secret.

What are the leading causes for self-gifting?

It's an undisputed fact that self-gifting is on the rise, but what exactly is causing the surge in picking out nice things for ourselves versus waiting to be gifted them by someone else?

1. Self-gifting as a form of self-validation

As humans, feeling validated is one of the key factors to a sense of happiness and fulfilment. However, one of the biggest drivers behind self-gifting is the move from needing external validation to finding it within ourselves. We're moving away from a culture of waiting for a pat on the back from others and towards one where we celebrate our own wins privately.

Dr Gill describes how this works,

"Self-gifting can function as a form of self-validation, where an individual internally acknowledges their needs, effort, or emotional state and responds with intentional self-care, reinforcing self-worth, autonomy, emotional regulation, and psychological resilience. This differs from seeking validation from others, which relies on external praise, approval or reassurance to regulate self-esteem and confirm one's value or adequacy."

She continues,

"There's also more awareness of self-compassion, boundaries, and nervous system regulation, so rewards and celebrations become a form of intentional self-soothing and identity-building rather than something that has to be witnessed by others."

2. Self-gifting as a reward

Our survey results also support the idea of self-validation, suggesting that many view treating themselves as a reward. When we asked why people buy gifts for themselves:

  • 42% said it was a reward or treat.
  • 25% said it was to mark a personal achievement or milestone.

3. Self-gifting to take back control

Everyone likes to receive gifts, but you're not always guaranteed to be given exactly what you want. A further 18% of respondents said they self-gifted because they didn't want to wait for someone else to buy it for them.

This point is key — buying yourself a gift is a way of taking control. Why wait for a partner or family member to guess what you want when you can get it yourself?

Dr Gill points out that turning inward is a natural response to a chaotic world:

"A rise in turning inward is partly also a response to modern life feeling more uncertain, demanding, and emotionally stretched, so turning inward feels safer and more reliable in an unpredictable world. Many people have learned to rely on themselves for regulation and reassurance because external support can feel inconsistent, such as busy relationships, distance, and weaker community ties."

It's clear that when everything feels chaotic, a small, tangible gift to yourself can be really grounding. Dr Gill continues:

"When relationships, work demands, finances, or life events feel uncertain, self-led rewards and private celebrations become a way to reclaim agency, regulate emotion, and restore stability. Psychologically, "going inward" can be a form of self check-in - noticing what you need, meeting it intentionally, and building trust in yourself rather than outsourcing reassurance or validation to others."

4. Self-gifting to fit in

Let's not forget social media. The constant pressure to compare ourselves to the picture-perfect lives we see on the screen is another significant reason many are buying themselves more luxurious gifts.

Whether you've been inspired by a celebrity engagement ring or you're treating yourself to earrings in this season's trending colour, it's undeniable that social media is a big influence.

As Dr Gill explains,

"Social media plays a role, too. Constant comparison can increase the need to reclaim autonomy and protect self-esteem, so people choose private rituals that feel safe and controllable. Add financial pressures and burnout, and small personal rewards become accessible ways to create micro-moments of meaning."

Why jewellery is the perfect self-gift

So, when you decide to treat yourself, what do you go for? While tech gadgets or clothes are great, jewellery is often a top pick. It lasts forever, means something to the wearer, and holds memories in a way that other items don't.

Interestingly, even though we usually think of jewellery as a romantic gift, our survey tells a different story. When asked who they most often buy jewellery for, 57% said for family, partners, or friends. But a solid 42% said they tend to buy jewellery for themselves.

That means nearly half of us are happy to pick out something sparkly just for us.

But what are we actually buying for ourselves? The top choices for self-gifting were:

Our research found that we're also willing to spend a bit more on a self-gift, with 26% of people saying they actually spend more on themselves than on other people. Another 32% of respondents said they spend about the same amount on themselves and others, showing that we're not skimping out on treating ourselves.

Budget-wise, the "sweet spot" seems to be accessible luxury, with most people (25%) spending between £100 and £250 on themselves. This is the perfect price point for quality gold or silver pieces, or perhaps a beautiful pre-owned find that combines a unique design with amazing value.

Treat yourself with William May

Whether it's a reward for surviving a tough week at work, celebrating a personal win, or simply because something shiny caught your eye, self-gifting is a healthy, positive habit. And, as the data shows, you definitely aren't alone in wanting to treat yourself.

If you're ready to embrace the art of self-gifting, why not take a look at our collection? From charms for your bracelet and rings that sparkle while you type, to pendant necklaces that make you feel more confident, we've got you covered.

Shop our full jewellery collection today and find your perfect self-gift.