Just because it’s gifting season doesn’t mean consumers aren’t shopping for themselves.

Consumers know that the best deals are just around the corner, so it’s no surprise that many are planning to treat themselves as well as others. This year, Gen Z is poised to be the generation most likely to jump on the self-gifting bandwagon—62% of them said they plan to buy themselves a holiday gift. And of those self-gifters, 47% indicated most of their holiday shopping will be done online. 

Whether it’s higher-priced items, little treats, or gifts with purchase they can keep for themselves, shoppers will be self-gifting this season. There’s still time to incorporate a self-gifting campaign into your strategy, and we’re here to share some inspiration. 

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Making self-gifting affordable

MATE sent an SMS message to encourage customers to indulge in a little personal reward at a discounted price. By giving customers a reason to treat themselves, self-gifting campaigns can stimulate impulse purchases and increase average order value—especially when paired with the information that the sale is coming to an end.

Self-gifting doesn’t have to be exclusively tied to free gifts or BOGO deals. Some of my customers have had great success with using self-gifting messaging with flash sales or free shipping offers. 
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- Lauren Lombardo, Lead CSM, Strategic at Attentive

Turning self-gifting into a holiday of its own

Olivela turned the idea of treating yourself into its own special day and told subscribers it was self-gifting Saturday. Self-gifting campaigns often tap into emotions like self-worth and indulgence, creating a stronger connection with customers and making marketing messages more impactful. And, if it’s a recognized “holiday,” consumers will be inclined to get in on the fun and celebrate.

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Promoting a buy one, keep one

Marleylilly didn’t directly tell customers to treat themselves, but the implication of keeping the free gift for themselves was there. Their message promoted monogrammed gifts subscribers were probably buying for others, and while shopping for friends and family, the customer should get a little something extra, too. It also reminded them not to wait too long to shop, as the sale was ending that night.

Offering a free gift as a marketing promotion acts as a powerful incentive. It can increase the perceived value of a purchase and customers feel like they're getting a great deal—and being rewarded for their loyalty.

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Using holiday-themed messaging

Holidays are a time for feasting and celebrating, but that also means a lot of work for those hosting. Omaha Steaks helped customers with the feasting portion and wanted to recognize and celebrate those customers that do a lot for others during the holidays. By using specific holiday messaging, they reminded customers to treat themselves—and enjoy a discount that’s just for them. 

By using 'treat yourself' language, you can evoke emotions of self-worth and warmth, fostering a deeper connection with your audience. This strategy not only drives impulse purchases and increases sales, but enhances customer loyalty by creating positive associations with your brand. Plus, it expands the campaign's appeal to those who may not be focused on gift-giving, ensuring a wider reach and stronger engagement.

We’ve found that self-gifting messaging can increase AOV during the holiday shopping season. It’s an easy way to remind customers that as they shop for others, they can treat themselves at the same time. Messaging like “Treat yourself and a bestie,” tends to work well in these campaigns.
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- Lauren Lombardo, Lead CSM, Strategic at Attentive

Bundling up the fun

Marin Skincare texted customers to let them know the Black Friday sale was live and they could save up to 25% on preset bundles or build their own—just in case they wanted to snag an item for themselves while shopping for others. Bundles provide a great opportunity for customers to divide up the bundle to give as gives or keep for themselves.

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Sharing the love

Have Some Fun Today used subtle but effective copy in this SMS campaign. The phrasing of “for you and your loved ones” cleverly combines the traditional focus on gift-giving with the growing trend of self-gifting, making it appealing to those shopping for others as well as those looking to treat themselves. It also makes the shopping experience more personal and meaningful as consumers put a lot of thought and care into buying for their loved ones.  

By acknowledging both aspects, you can increase your campaign's relevance and drive more sales. This language also encourages customers to add more to their cart, as they consider purchases for multiple people.

Make your self-gifting campaign conversational, interactive, and tailored to each individual subscriber by using Two-Way Journeys. You can send an SMS that asks your subscribers who they are shopping for over the holidays, whether that’s family, friends, or themselves, and then follow up with “treat yourself” messaging if they reply with the last option. It’s a fun personalization tactic that also makes their shopping experience easier and faster. 
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- Lauren Lombardo, Lead CSM, Strategic at Attentive

Keeping it a secret

1987 took a playful approach with their copy and offered to keep self-gifting shopping a secret. Their message had a conspiratorial tone that made customers feel special and indulged. This lighthearted language encouraged shoppers to treat themselves without the guilt, as if they were getting away with something delightfully secret. 

By creating this sense of shared confidentiality, you can foster a closer bond with your audience, making your brand feel like a fun, understanding friend. This approach can be particularly effective in promoting personal rewards or luxuries during the holiday season, turning the shopping experience into a charming little secret between your customers and your brand.

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Encouraging customers to stock up

Pureology used several messages that could lead into self-gifting behavior in their SMS campaign. They extended their Cyber Monday sale so customers could buy in bulk (at a discount) and get free gifts they could give to others or keep for themselves.

‍More than a third of consumers use BFCM as a time to stock up on good deals for household items to use in the coming year. Promoting the idea of stocking up in a holiday marketing campaign can encourage customers to go ahead and secure essentials for the festive season and beyond. By emphasizing the benefits of ensuring favorite products are on hand, you can tap into consumers' desire for convenience and peace of mind.

Use self-gifting marketing strategies as a pre-intro to New Year’s resolutions. It’s a great time for self-care and reflection after the holidays and is a great way to keep the momentum going into January.
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- Lauren Lombardo, Lead CSM, Strategic at Attentive

Rewarding loyal shoppers

LATHER took a forward-thinking approach to self-gifting by going for a loyalty play and promoting future perks for the subscriber—a gift in itself. When subscribers shopped now, they not only got 25% off their purchase but they earned double the loyalty points for future use.

During the festive season, shoppers are often focused on deals and discounts, but emphasizing loyalty points can shift their attention to the enduring value your brand offers—and encourage future self-gifting shopping. By encouraging customers to earn and redeem points, you create a sense of investment and belonging. Not only does this strategy benefit the customer, it benefits the marketing team as well as loyalty programs provide valuable data on customer preferences—allowing for more personalized marketing efforts in the future. 

‍Whether you’re encouraging subscribers to shop for themselves or their loved ones this holiday season, we’ve got all the resources you need to expertly plan your BFCM marketing campaigns in our Complete BFCM Archive.