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More Japanese women planning to buy themselves chocolates for Valentine’s Day

By Brooke Villanueva Published Feb 10, 2024 3:50 pm

Started to cry but then remembered I can buy myself… chocolates?

More Japanese women are looking to buy Valentine’s chocolates for themselves, a recent survey found.

Kyodo News reported that according to a survey by marketing firm Intage Inc., 21.7% of women revealed their plan to purchase sweets for themselves to celebrate the day of love, marking an 8.5% increase from the previous year.

According to the local media outlet, the gap between ladies who are planning to buy for themselves and the ones who will give them as gifts to their partners or crushes “expanded to 3.4-fold compared to a 1.7-fold seen last year.”

In Japan, it’s been a tradition for women to  give their significant other some chocolates on Hearts’ Day.

Citing the results of the survey, Kyodo News said that ladies are willing to shell out money on chocolates even amid price hikes in supermarkets.

A huge chunk of the respondents in the survey showed that Japanese women would also buy sweets for their families.

Per Kyodo News, the online survey had 1,257 participants from 15 to 79 years old. It was conducted early this year.