Abstract
Nowadays, consumer behavior is no longer just to meet the basic needs of life, but is seen as a way of dealing with emotions. Gifts are no longer just given to others, and more and more people are eager to buy gifts for themselves. Competition in society is increasingly stimulating, and fear or anxiety has become an indispensable part of life. To alleviate stress or provide self-motivation, and empower themselves to face the challenges of work and life, the frequency of self-giving is increasing. Merchants should pay attention to this changing consumption trend and actively change some controllable external factors, such as store decoration, lighting, music, etc., which subtly affect consumers' shopping. They should try to increase the frequency and frequency of consumers' self-gifts as much as possible, thereby winning over competitors in commercial competition.
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