#Japan #Tokyo #Valentine's Day #Matsuya Ginza #Sustainable Chocolate

Valentine's Day Spending Trends for 2026

As Valentine's Day approaches in February 2026, a fascinating trend has emerged from a recent survey conducted by Matsuya Ginza. In a time where traditional gifting norms often dictate consumer behavior, it appears that self-purchase, or 'self-chocolates,' has taken precedence, leading to unprecedented spending habits.

Survey Overview

The survey was conducted among approximately 48,000 email magazine subscribers between December 11 and December 15, 2025, with 1,328 valid responses received from participants aged 17 to 84, averaging 54.9 years old. Respondents were asked various questions related to their Valentine's Day plans, budgeting, and purchasing habits - information that reveals a significant shift in consumer attitudes.

Spending Habits

One of the most striking findings from the survey indicates that 65% of respondents intend to purchase chocolates for themselves, outpacing the trend of buying for significant others. The average budget for self-chocolates reportedly surpassed 10,000 yen for the first time, nearly double the budget allocated for romantic chocolates. This depicts a broader cultural shift where individuals are investing in their own happiness and pleasure during what was traditionally a holiday for couples and gift-givers.

Comparison with Previous Year

When compared to the previous year, the spending on both romantic and self-chocolates showed an upward trend. Interestingly, while there was a notable decrease in the number of people willing to spend on 'obligation chocolates', the demand for self-indulgence grew substantially. Participants indicated a higher likelihood of increasing their spending rather than cutting back, suggesting a robust market for self-gifting trends.

Shopping Preferences

According to the survey results, about 87% of respondents plan to purchase chocolates from department stores, emphasizing the experience of selecting from a diverse range of products in one location. Approximately 86% cited the advantage of viewing many options simultaneously as their primary reason for this preference. Additionally, about 38% of respondents reported having utilized eat-in facilities at department store Valentine's venues, and combined with those who showed interest, around 60% expressed intrigue toward enjoying a more experiential shopping setting during their chocolate buying.

Enjoyment and Expectations

In terms of the joys associated with Valentine's Day, nearly 60% of participants enjoy buying chocolates as a reward for themselves, highlighting a major shift in the perception of the holiday. The focus has transitioned from solely pleasing others to allowing oneself to partake in the celebrations. This change in mindset reveals how Valentine's Day has metamorphosed into an event centered on self-fulfillment rather than just gift-giving.

Chocolate Purchasing Criteria

When choosing chocolates, participants highlighted several purchasing criteria, with taste being the primary concern. Furthermore, there was significant interest in sustainable chocolate production, with about 51% of respondents expressing a desire for Fair Trade practices and over half indicating a propensity to prefer chocolates made from domestic ingredients due to their perceived quality and associated health benefits.

Financial Consciousness

The survey also touched on the impact of inflation on consumer behavior. While approximately 65% of participants admitted to noticing increased prices in chocolates last year, around 72% maintain they would not consciously economize this year. Remarkably, 17% of these individuals indicated they are willing to splurge despite prior price concerns. This illustrates a nuanced consumption pattern known as 'value-driven spending' where consumers look to treat themselves while balancing budgetary constraints.

Conclusion

The findings from Matsuya Ginza's survey reveal a compelling narrative on the evolution of Valentine's Day spending in Japan, showcasing a greater emphasis on self-gratification amid rising prices and economic uncertainty. As we approach this year's celebrations, the trend of self-purchasing chocolates is likely to continue reshaping how people engage with this time-honored tradition, marking it as a moment not only for giving but also for celebrating oneself.