Campaigning The New Self Care: Marketing to self-gifters Elizabeth Holloway Campaigning 5 mins read Sep 30, 2024 The New Self Care: Marketing to self-gifters - Elizabeth Holloway Table of Contents What is self-gifting? Who self-gifts? What self-gifters look for Strategies for self-gifting campaigns What’s the takeaway? Share This Article Facebook Twitter LinkedIn Email Self-gifting is a consumer behaviour that drives sales every year. And while it’s not anything new, it’s become strongly associated with the self care and wellness industry, which has transformed it from an indulgence to an important part of maintaining your mental health and avoiding burnout. As you prepare your holiday campaigns, keep in mind that even those shopping for gifts for others are likely to pick something for themselves as well. With the holiday seasons around the corner, it’s a good time to revisit the concept and to talk about how to appeal to self-gifters now that the trend has had time to mature. We have a better understanding of what motivates self-gifting, as well as the marketing strategies that best appeal to self-gifters. What is self-gifting? Self-gifting is the uncomplicated concept of buying yourself a gift. There are lots of motivations for self-gifting, which are often quite personal. Broadly speaking, they can be lumped into three categories: Goal-orientedThese are gifts purchased for reaching a goal or to reward a big accomplishment. Self-expressionThese are gifts relating to a hobby or some aspect of personal expression. Emotional regulationThese are more often impulse purchases made to either improve a depressed mood, or to reinforce an already good mood. Whatever their reasons may be, it’s become clear that consumers are increasingly willing to spend money on themselves. Self Care For a long time, self-gifting was viewed as the height of self-indulgence. These days, social attitudes have really shifted. A lot more emphasis is being put on taking care of yourself, both physically and mentally. And self-gifting has been widely adopted as a part of self care—whether you’re stocking up on bath bombs and scented candles or signing up for the gym. Who self-gifts? So, who exactly is most likely to self-gift? It’s millennials and Gen Z who make up the majority of self-gifters, with Gen Z considered to be the most likely to get in on this trend. There are a few factors that increase the likelihood of self-gifting. Having a stable source of income is high on the list. Likewise, women make up a higher percentage of self-gifters, although this is more down to frequency than the number of women versus men who engage in self-gifting. 61% of shoppers intend to buy something for themselves this holiday season. What self-gifters look for If you’re looking to appeal to self-gifters this holiday season, it helps to know what they’ll be looking for. There are certain trends that have emerged in self-gifting. Consumers are shopping for wellness and self care. Products that promote relaxation and stress relief are particularly appealing, including personalized care packages and spa gifts. Sustainability is another big draw. There’s a growing demand for high-quality, buy-it-for-life goods. These are high-ticket items that can be viewed as investments that improve quality of life in some way. Often these will be household goods, but fashion and tech are also represented in this category. Lastly, instant gratification is a big draw. A lot of self-gifting is done on impulse, rather than being planned out ahead of time. Online shopping makes it easy to satisfy the impulse anywhere and at any time. E-commerce sites that offer same-day and one-day shipping will attract those looking to treat themselves. Strategies for self-gifting campaigns Many self-gifters are already primed to make purchasing decisions. You just need to craft campaigns that resonate with their desire for a treat or reward. Buy-one-get-one-free promos, free gifts with purchase and curated product offerings are all successful methods for attracting self-gifters—even when they’re not shopping for themselves. Tailored promotions You can appeal to self-gifters with promotions that offer them a little extra. Think BOGO or a free gift with every purchase over a certain amount. These types of promotions are ideal for encouraging consumers to splurge on themselves, even when gift shopping for friends and family. Curated product offerings This is an innovation that comes out of the growing self care industry. Creating curated kits or bundles of essential products turn everyday items into something gift-worthy. These kits are designed to help consumers incorporate new habits or hobbies into their daily routine. Social media campaigns Social media is the ideal place to advertise your self-gifting campaigns. Platforms like Instagram and TikTok allow for the kind of visual storytelling that showcases the value of your offerings. Partner with influencers or solicit user-generated content that shows off people using and loving your products. Data-driven personalization Consumer data and behavioural trends can be used to build personalization into your campaigns. This can be used to upsell customers who are already considering purchasing. Showing users recommendations based on what’s in their cart or what’s most bought will make them more likely to add additional items to their order and to think of your brand the next time they’re in the mood to treat themselves. Value-added offerings We touched on this when talking about what self-gifters look for, but value-added incentives like free shipping can be more appealing than generic discounts. Demonstrating the unique added value your products bring to the table will likely be what sways buying decisions in your favour. Another way to add value is to set a purchasing threshold for free shipping, which will incentivize consumers to add extra items for themselves to their holiday gift order. Free shipping has been a consistent draw for online shipping, as consumers look to avoid the extra cost on their purchases. E-commerce sites that take on shipping costs will see more traffic. What’s the takeaway? Self-gifting is a consumer behaviour that’s here to stay. With 61% of shoppers intending to buy themselves something while holiday shopping, there’s a lot of potential for extra sales by marketing to self-gifters. Take advantage of this with tailored promotions, curated product offerings, and data-driven personalization. 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