Somewhere between the inflation headlines, work burnout, and non-stop marketing, I start whispering: you deserve this. Call it “treat yourself” culture, holiday edition. During the season, emotionally drained consumers like you get social permission to splurge—while buy-now-pay-later tools, wellness messaging, and curated self-care aesthetics make it feel smart, self-loving, even urgent.
Across the five days from Thanksgiving to Cyber Monday 2025, U.S. shoppers spent about 44.2 billion dollars online, up roughly 7–8% from the previous year, with record single‑day sales on Cyber Monday. Small indulgences become rituals, coping strategies, and status signals all at once.
Put it together with limited-time deals, loyalty perks, and the lingering stress of the past few years, and boom: a perfect storm for self-gifting and impulsive purchases.
How much are we spending… on ourselves?
In a 2024 survey, U.S. shoppers planned to spend about 4% more than the year before, averaging roughly the mid-$900s. Half of respondents said they’d shop for themselves, and expected their self-gifting budgets to jump by 21%—making “treat yourself” a line item, not a one-off indulgence.
Another report estimates that self-directed purchases account for about 14% of total holiday spending, a chunk that sits alongside gifts for others and experiences.
Retail therapy as emotional regulation
Nearly half of consumers report shopping to boost their mood. Clothes, accessories, skincare, and food are the go-to choices. More than half explicitly call it self-care, which blurs the line between coping mechanism and wellness practice.
The catch: most admit they overspend, with 44% saying it harms their finances, and over 40% have gone into debt from emotional shopping—particularly millennials and Gen Z.
Yet psychologically, it works: I restore a sense of control, power, and joy, even if just temporarily, especially when stress spikes.
Money stress meets “I deserve it”
Rising living costs are squeezing wallets and sanity alike. Census data show inflation drives anxiety and depression, and holiday surveys find most people feel tempted to spend beyond their means. In one 2024 survey, 56% of consumers felt financial stress, 89% admitted temptation to overspend, and nearly half reported feeling obligated to splurge.
Combine that with social cues, deals, and urgency tactics, and suddenly splurging feels justified: I made it through this year. I earned this.
BNPL: making indulgence frictionless
In 2025, about half of U.S. holiday shoppers plan to use buy-now-pay-later (BNPL), and more than half say it nudges them to complete a purchase. Around 40% rely on it specifically for holiday spending, and J.D. Power data show Gen Z now favors BNPL over credit cards during the season. BNPL has moved from a niche option to a core tool for younger shoppers, shaping how the holidays are bought and spent.
Mobile now drives most of this activity: nearly 80% of BNPL transactions on both Cyber Monday and across the 2024 holiday season happened on smartphones, highlighting how “one-tap” checkout is fueling the surge.
And simply seeing BNPL earlier in the shopping journey nudges people to put more in their carts. In other words, I make it easy to convince myself: why not add the fancy candle, the skincare set, or that wellness subscription?
Wellness, self-care, and the aesthetics of indulgence
I’ve become a business empire. The global wellness market now sits in the multi-trillions, with personal care and beauty alone surpassing a trillion dollars annually. More than 80% of consumers say wellness is a top priority.
Spending on skincare, supplements, spa services, and “cozy” lifestyle products suddenly feels like a legitimate investment in mental and physical health—especially during a season marketed as a time to recharge.
Social media doesn’t help: curated self-care hauls, glow-down routines, and minimalist-but-premium aesthetics turn spending into a visually codified ritual, nudging me toward more consumption as a form of self-expression.
Generations and identity
Younger shoppers, especially Gen Z, lean into this hard. Many say retail therapy boosts confidence, helps them keep up with trends, and maintains a curated sense of self—even if it stretches the budget. A Kearney study on Gen Z and emotional health finds that shopping often doubles as a confidence boost: about 44% say it makes them feel more secure.
Roughly a quarter report feeling pressure to keep up with trends, using purchases to shore up confidence even when budgets are tight, and around 30% admit to regularly buying things they can’t afford. For them, self-gifting isn’t just indulgence; it’s identity work, a way to feel stylish, resilient, and worthy after a rough year.
Scarcity, nostalgia, and seasonal psychology
“You won’t get this again until next year.” I exploit scarcity and nostalgia. Limited-time flavors, exclusive bundles, and childhood favorites make indulgence feel urgent. Holiday marketing frames splurging as culturally sanctioned, emotionally comforting, and justifiable.
The combo of discounts, loyalty perks, and time-limited deals keeps me adding items to carts while feeling like it’s a smart, fleeting opportunity rather than an avoidable luxury.
Takeaways
Retail therapy isn’t inherently bad: it can boost mood, provide control, and offer distraction. Problems arise when I become a primary coping strategy or when it leads to debt and regret.
Experts suggest pairing indulgence with boundaries: set budgets, use savings instead of credit, or replace some purchases with low-cost practices like movement, creativity, or connection.
Disclaimer – This list is solely the author’s opinion based on research and publicly available information. It is not intended to be professional advice.
Disclosure: This article was developed with the assistance of AI and was subsequently reviewed, revised, and approved by our editorial team.
