More and more people are buying chocolate for Valentine's Day, including many women buying for themselves.
KYODO SCREENSHOT
Kyodo News reported on February 11 that a newly released survey showed that the number of women planning to buy chocolate for themselves on Valentine's Day in Japan is three times higher than the number of women planning to give it to their lovers.
Among survey respondents, 21.7% of women said they planned to buy chocolate for themselves, up 8.5% from last year and reflecting a growing trend of women treating themselves to something sweet, according to a survey by Japanese marketing firm Intage.
The gap between women who gave themselves gifts on Valentine's Day, also known as Valentine's Day, this year and those who planned to give gifts to their lovers increased to 3.4 times compared to 1.7 times last year.
In Japan, many women have the habit of giving a box of chocolate to the man in their life, be it their husband, boyfriend, father or colleague, on Valentine's Day.
Women also spent more on chocolate despite rising prices affecting many goods and forcing them to tighten their purse strings, with the average spend rising 34% to 5,024 yen (VND820,000).
The amount spent on chocolates for lovers and chocolates for oneself also increased compared to last year to 3,222 yen and 1,766 yen, respectively.
The largest group, 44.7%, said they would buy chocolate for their families, according to the online survey that attracted 1,257 responses from women aged 15 to 79.
"As ways to enjoy Valentine's Day become more diverse, more and more people are buying chocolate to treat themselves," according to an official at Intage.
Meanwhile, the majority of working women do not want to follow the "obligatory" tradition of giving chocolates to male colleagues, with 82.2% of the 370 respondents saying they would not do so.
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