The Power of Treating Yourself: How Small Rewards Boost Mental and Physical Wellbeing

In our busy, goal-driven lives, it’s easy to overlook celebrating our personal achievements and small wins. Many of us push ourselves through day-to-day tasks, rarely stopping to appreciate how far we’ve come. Yet, marking these milestones and rewarding ourselves with thoughtful treats—no matter how simple—can have profound mental and physical health benefits.

Behavioural psychologist Jo Hemmings explains that “self-gifting” (the act of buying a treat for oneself) has powerful effects on our wellbeing. In fact, recent research reveals that while many people don’t regularly treat themselves, the benefits are undeniable. Here’s why rewarding yourself, especially with a carefully chosen gift, is more than just a momentary indulgence.

The Science of Self-Rewarding: What Happens When You Treat Yourself

1. Boosts “Happy Hormones” – Dopamine and Serotonin Buying something special for yourself triggers a surge of dopamine, often called the “reward hormone.” This release promotes feelings of pleasure and satisfaction. Moreover, anticipating a treat—especially one arriving in the post—boosts serotonin, which uplifts our mood, creating a lasting sense of happiness and excitement. This natural mood boost helps us better handle daily stress and improves our outlook.
2. Reduces Stress Hormone Cortisol Treating ourselves can significantly reduce cortisol, the hormone linked to stress. By purchasing a small gift, we give our minds a break from routine worries and responsibilities, encouraging relaxation. This brief diversion from daily stresses can be incredibly refreshing, helping us recharge and approach our duties with renewed energy.
3. Encourages Mindfulness The act of selecting a meaningful treat, whether it’s a new book, a cozy blanket, or a wellness item, invites us to be fully present. Mindfulness experts often highlight the value of intentional actions; thoughtfully choosing something for ourselves helps us appreciate the moment and promotes self-awareness. It’s a gentle reminder to take time for ourselves, helping us live in the now.
4. Promotes Self-Compassion Being kind to ourselves by indulging in a treat encourages a pattern of self-compassion. Too often, we focus on others’ needs and set aside our own, but treating ourselves reminds us of our self-worth. This simple action reinforces a healthy self-care routine, ultimately helping us develop resilience and a stronger sense of identity.

How to Treat Yourself: Top 5 Ideas to Boost Your Mood

Ready to start treating yourself? Here are five thoughtful ways to reward yourself, each designed to boost happiness, reduce stress, and help you embrace self-care.

1. Buy a Small Online Gift Purchasing an affordable, special item can lift your spirits and provide something to look forward to. During AliExpress’s 11.11 Global Shopping Festival, you’ll find great deals on popular items. Top picks include:

• Lenovo GM2 Pro 5.3 Bluetooth Wireless Earbuds (63% off, now £9.61)
• DFYNE Women’s Gym Leggings (15% off, now £16.29)
• Wireless Electric Portable Coffee Maker (30% off, now £15.18)

1. These thoughtful, affordable purchases can serve as a little luxury that helps you focus on your own wellbeing, offering a delightful reward that’s just for you.
2. Enjoy a Spa Day or Self-Care Routine at Home Treating yourself to some quality “me-time” doesn’t need to be expensive. Set up a spa-like atmosphere in your bathroom with essential oils, a face mask, and soothing music. This mindful practice will help alleviate stress, encourage relaxation, and recharge your energy.
3. Engage in a Hobby or Try a New Activity Taking time for hobbies or exploring new interests is an act of self-love. Whether it’s painting, gardening, or baking, dedicating time to what brings you joy reaffirms your self-worth and helps reinforce your sense of identity. A small treat to support this—such as new art supplies or a recipe book—can further enhance your enjoyment.
4. Take a Nature Walk or Mini Outdoor Adventure Spending time in nature provides a mental break and promotes mindfulness. Going for a hike, visiting a park, or even sitting by a lake can help you recharge. You could even pack a small treat for yourself, like a favorite snack or coffee, to make the experience a little extra special.
5. Journal Your Accomplishments and Goals Journaling is a powerful way to recognize your achievements, big or small. Create a “celebration journal” where you can jot down personal wins, thoughts, and goals. This practice encourages gratitude and helps reinforce a positive self-image.

Overcoming Barriers to Self-Gifting

Research shows that a quarter of people in the UK (25%) never buy themselves a gift. Common reasons include budget concerns and guilt about spending on themselves. Hemmings shares that self-gifting boosts self-esteem and reminds us to value ourselves, ultimately creating a positive impact on mental health.

Jo Hemmings’ Tips to Overcome Self-Gifting Guilt

1. Affirm Your Self-Worth: By indulging in yourself, you reinforce the value of self-care. Acknowledging that you deserve to treat yourself helps you to celebrate and value your accomplishments.
2. Escapism and Resilience: Self-gifting offers a form of escapism and resilience by providing moments of joy and relaxation. Especially during demanding times, these moments can be crucial for mental health.
3. Self-Identity and Control: Choosing something for yourself is a way of expressing who you are and reinforces control over your life, which can feel especially empowering in hectic times.
4. Set Future Goals for Rewards: Treating yourself can be motivating. Each small reward can act as a milestone, encouraging you to set future goals and build self-discipline through the promise of self-care.

Celebrating Self-Care with AliExpress’s 11.11 Global Shopping Festival

In honour of self-gifting and self-care, AliExpress is encouraging consumers to “treat yourself” during the 11.11 Shopping Festival. This event, starting November 8, offers deep discounts across a wide range of items, perfect for an affordable self-treat. Bonnie Zhao, General Manager at AliExpress UK, explains, “We’re so confident that these are one of the best deals of the year, that we’re encouraging consumers to throw a gift into their basket for themselves, as well as shopping for others.” The festival even includes “Shake and Win,” an interactive feature where shoppers can unlock prizes and discounts by shaking their phones.

Self-Care in Modern Times: Generational Trends and Festive Generosity

Interestingly, self-rewarding habits vary by generation. While 68% of young adults (ages 18-24) treat themselves regularly, Gen Xers and Boomers do so less often, reflecting traditional norms of frugality. However, Brits are still generous when it comes to holiday spending for loved ones; nearly a third plan to buy gifts for 6-10 people this Christmas.

With self-care being an evolving practice, it’s essential to remember that treating yourself isn’t a selfish act—it’s an investment in your wellbeing. Whether it’s a small gift from an online sale or dedicating time to an enjoyable activity, these moments of self-recognition can improve your mental health, reduce stress, and inspire greater resilience. This festive season, join AliExpress in celebrating self-care and embrace the joy of rewarding yourself.

Download the AliExpress app to treat yourself during the 11.11 shopping festival throughout November.

Use code UK1002 to save £10 when you spend over £75