Japanese women traditionally give men chocolate on Valentine's Day, but with the number of singles near record highs, many are indulging in themselves.
"A larger proportion of working women [are] single and they have larger disposable incomes," so they choose to buy expensive chocolates for themselves, said Yuki Uchiyama, spokesperson for the research arm of Rakuten – Japan's largest e-commerce retailer.
A record 20.1 percent of men and 10.6 percent of women in Japan remain unmarried by age 50, according to a 2013 government survey.
While nearly half of the women in a survey by online retailer Rakuten plan to buy Valentine's Day chocolates for their partners this year, 24.2 percent of them also plan to buy for themselves, up from 9.8 percent in 2011.
They're more likely to spend more on themselves too: On average, women spend 1,684 yen ($14.08) on themselves compared with 1,382-1,543 yen for the men in their lives.