Brits are increasingly buying gifts for themselves to create “micro-moments of meaning” and protect their wellbeing in an uncertain world, according to a leading health psychologist consulted by jewellery retailer William May.
To better understand a growing trend in self-gifting, William May spoke to psychologist Dr Ravi Gill, Chartered Member of the British Psychological Society, about why treating yourself can be beneficial for mental health.
She explains: “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.”
She adds that the benefits go beyond the item itself: “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.”
While some may confuse self-gifting with impulse buying, the two are very different psychologically.
Dr Gill clarifies: “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.
“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.”
Her insights align with new research commissioned by William May. A January 2026 survey of UK shoppers found that 88% of people now buy themselves gifts, with 63% doing so several times a year, suggesting fewer people are waiting for Christmas, birthdays, or Valentine’s Day to enjoy a treat.
Even with cost-of-living pressures, 83% said the amount they’ve spent on themselves over the past 12 months has either increased or stayed the same, while 46% reported buying more gifts for themselves now than five years ago. 26% said they spend more on a self-gift than when they buy for others, while 32% spend about the same.
William May’s findings also revealed that 77% of people see self-gifting as self-care. When asked how it makes them feel, respondents reported happiness (70%), confidence (7%), and empowerment (5%).
Dr Gill identifies three main drivers behind self-gifting:
Self-validation
Self-gifting can reinforce self-worth and autonomy, acting as a personal reward. In the survey, 42% said they self-gift as a reward, while 25% do so to mark personal achievements.
Dr Gill explains: “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.”
Taking back control
18% reported self-gifting as they didn’t want to wait for another person to buy it for them.
“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,” Dr Gill says. “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.”
Social comparison and micro-moments of meaning
“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.”
When it comes to what people are buying themselves, jewellery is a firm favourite. 42% said they most often buy jewellery for themselves, compared to 57% who purchase it for family, partners, or friends. Rings (33%), necklaces (25%), and bracelets (16%) were the most popular, followed by earrings (14%) and watches (4%).