This year's holiday campaigns will hit a similar note. "We're seeing self-gifting become a big deal, especially as people balance family, friends, shopping, and hosting parties," Sweeney said.
One of Oura's holiday campaign taglines last year said, "Give yourself the gift of health," tapping into how the product helps wearers monitor their heart rate, sleep and other biometrics.
Oura saw its highest web traffic of the year on Black Friday and Cyber Monday, generating 155% year-over-year sales growth, demonstrating the popularity of self-gifting.
Gallup survey shows that around two-thirds of shoppers in 2023 planned to shop for themselves during Black Friday or Cyber Monday, reflecting a significant trend towards self-care.
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