Why we buy OURSELVES presents

From Rolex watches to designer handbags, meet the women who say the only way to ensure they get what they want at Christmas is to embrace the art of ‘self-gifting’

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Louise Moody feels a frisson of excitement as she gazes at the beautifully wrapped gift-bearing her name beneath the Christmas tree. For come Christmas morning she knows there’ll be none of the old dread that her presents might be ill-fitting clothes, shoes she doesn’t like, or even a vacuum cleaner like a friend’s husband once ‘treated’ her to. Because three years ago Louise, 47, put a stop to feigned delight. Now, opening her festive gifts is, she says, utterly thrilling.

Why? Because she buys them for herself – and with some style. Her first ‘to me, from me’ gift was a 1.78-carat aqua blue diamond and platinum ring costing £4,500 for Christmas 2017.

‘It was paid for with my savings, which meant my accountant husband Andrew couldn’t protest,’ says Louise, from Chelmsford, Essex. ‘For Christmas 2018, I bought myself a £4,500 Rolex, last year I blew £600 on a pair of black Louboutin heels, and this year I’ve splurged £2,000 on a platinum and diamond eternity ring.’

Strengthen your self-worth

Self-gifting is a trend that’s exploded in recent years, but never more so than this Christmas, with many of us feeling we deserve to treat ourselves after the ravages of the COVID-19 pandemic.

Known in the retail industry as the ‘lipstick effect’, research has shown that women are more likely to purchase luxury gifts for themselves during difficult times.

According to research from drinks brand Bacardi, half of Britons intend to self-gift this December, with an average spend of £181.