Women Embrace Self-Care on International Women’s Day, Driving 56% Surge in Purchases

Omnisend’s data shows that consumers waited until March 8th to take advantage of International Women’s Day deals, indicating that many people celebrated this day by buying gifts for themselves in 2024.

In total, consumers made 56% more purchases on March 8 compared to an average day in March. Generally, consumers buy gifts around a week in advance – for this year’s Valentine’s day, February 7th saw the most orders. The spike in purchases on Women’s day itself reflects a broader shift in consumer behavior, where holidays and special occasions are increasingly seen as opportunities for self-reward.

“This data suggests a shift in consumer behavior where women are reclaiming the holiday as an opportunity to celebrate themselves – on their own terms,” says Greg Zakowicz, Sr. Ecommerce Expert at Omnisend.

“In many ways, it’s similar to how Black Friday evolved, what was once about buying gifts for others is now just as much about self-indulgence. Retailers who recognize this shift and market accordingly can tap into a rapidly growing audience that sees holidays as a perfect excuse to treat themselves.”

Self-Gifting: A year-round trend

Self-gifting is not limited to March 8th, Omnisend’s December survey found that 86% of women admitted to buying themselves a gift while shopping for others during the holiday season. This suggests that treating oneself is becoming a year-round trend rather than just a seasonal indulgence.

This rise in self-gifting aligns with the broader “little treats” trend, wherein consumers actively seek out small, meaningful items as a way of rewarding themselves on a regular basis.

“Interestingly, self-gifting isn’t just about consumption, there’s a growing sense of empowerment behind it. We see customers picking out items for themselves that they’d usually wait to receive from others. It’s a confidence shift that spans beyond special occasions,” notes Zakowicz

“Contrary to the idea that self-gifting might cannibalize gift-giving from friends and family, we’re finding it can actually amplify overall spending. When consumers treat themselves throughout the year, they’re also more likely to buy gifts for others because they remain engaged with the brands and products they love.”

How retailers can turn self-gifting into sales

As consumers self celebrate more than ever, retailers have a unique opportunity to connect with customers looking to treat themselves. Below, Greg Zakowicz recommends some actionable tips to help you make use of the self-gifting trend and drive sales both on Women’s Day and throughout the year.

1. Embrace Self-Care Promotions. Launch creative “Buy One, Gift One” offers that encourage people to indulge in self-care while also thinking of loved ones. Curate in-store or online collections under themes like “Treat Yourself” to resonate with the empowerment of celebrating oneself.
2. Extend the trend all year. Incorporate “just because” or “treat yourself” messaging into your campaigns for other occasions (or no occasion at all) to encourage consistent self-gifting.
3. Personalize the Shopping Experience. Use data-driven insights to deliver tailored recommendations and custom offers based on individual preferences. This personalized approach not only makes each customer feel uniquely valued but also reinforces the connection between self-care and your brand.
4. Use urgent messaging. Since many Women’s Day purchases are made the day-of, use countdowns or same-day offers to motivate last-minute shoppers.