Valentine's Day in Japan as a time to gift for yourself!

Valentine's Day in Japan may be associated with gifting partners, children, or coworkers, but a growing number of parents are turning it into a moment of self-care. According to a recent survey by Iko-Yo Family Lab, around one in five mothers and fathers buy a Valentine's Day gift for themselves...and I think that's great!

The most popular choice is overwhelmingly chocolate, with more than 90% of self-gifters opting for it. Rather than everyday snacks, many parents said they chose slightly higher-end chocolates they wouldn't normally buy, treating Valentine's Day as a chance to enjoy something special, even if only briefly. I think it's nice to have a small indulgence that feels rewarding without being extravagant, and overall I actually think it helps to keep spending down! 

Budget-wise, most parents keep things modest. Around 70% spend under 3,000 yen, framing their purchase as a "small luxury" rather than a splurge. That said, a smaller group do take the opportunity to go bigger, choosing premium brands or limited-edition items as a once-a-year treat.

Are you planning to get yourself anything for Valentine's Day?