From Gift to Self Purchase Shifting Lingerie Trends

Let’s be real—lingerie isn’t just about looking good for someone else anymore. Over the past decade, we’ve seen a massive cultural shift: women are buying lingerie for themselves, not as gifts from partners. In fact, according to a 2023 NPD Group report, over 68% of lingerie purchases in the U.S. were self-buys—a sharp rise from just 49% in 2015. That’s not just a trend; it’s a movement.

Why the Shift?

Gone are the days when sexy lace meant pleasing a partner. Today’s buyers prioritize comfort, confidence, and self-expression. Brands like Savage X Fenty and Parade have tapped into this by promoting body positivity and inclusivity—selling the idea that you wear lingerie because you feel amazing in it.

And let’s talk data. A McKinsey consumer survey found that 72% of women aged 18–34 now view lingerie as part of their personal style, not just intimate apparel. This mindset change is reshaping product design, marketing, and even retail strategies.

Self-Purchase vs. Gifting: The Breakdown

To understand how deep this shift goes, check out the table below showing key differences in purchase behavior:

As you can see, self-purchasers are more invested in fit, quality, and long-term wearability. They’re also more likely to explore diverse styles beyond the classic ‘seduction’ narrative.

What This Means for Shoppers

If you're shopping for yourself (or want to start), focus on what makes you feel powerful—not what fits someone else’s fantasy. Try investing in versatile pieces like wireless bralettes or breathable cotton sets that transition from day to night.

Pro tip: Many brands now offer personalized fitting tools online. ThirdLove’s Fit Finder quiz, for example, has helped over 12 million users find their true size—because let’s face it, 70% of women wear the wrong bra size (per British Journal of Sports Medicine).

The Rise of Inclusive Marketing

Brands that win today aren’t just selling fabric—they’re selling identity. Savage X Fenty’s runway shows feature models of all sizes, genders, and backgrounds. Their 2023 campaign drove a 35% increase in repeat self-purchases, proving that representation pays off.

Meanwhile, smaller brands like Knix and Parade focus on sustainability and transparency, appealing to eco-conscious buyers who value ethics as much as aesthetics.

Final Thoughts

The bottom line? Lingerie is no longer a gift-driven category. It’s a form of self-care, self-expression, and yes—even empowerment. Whether you’re treating yourself or redefining what intimacy means to you, the power is literally in your hands (and your drawer).

So next time you’re tempted to wait for a holiday or anniversary to buy something pretty—don’t. You don’t need permission to feel confident. Shop for you.