Intentional Indulgence: The New Luxury of Repeat Value.
Consumers seek joy in sustainable splurges that deliver lasting utility.
Indulgence Redefined
In 2025, indulgence no longer means extravagant purchases or one-off luxuries. Consumer Edge’s mid-year outlook shows a distinct pivot toward categories that deliver joy in smaller, more enduring ways: arts and crafts, books, toys and games, and secondhand fashion all recorded strong year-over-year.
These choices reflect a recalibration of priorities. Rather than retreat from spending, consumers are seeking indulgence that feels sustainable, items that can be reused, shared, or that deliver emotional return across time.
Joy with Justification
The rise of what can be called “sustainable splurges” demonstrates how loyalty is built not through price cuts or novelty but through perceived value that lasts.
A toy that entertains for months, a book that is passed along, a consignment piece that carries both utility and story, these represent indulgences people can rationalize and repeat.
This balance between joy and justification allows consumers to continue rewarding themselves without the guilt or risk associated with high-ticket spending.
From Transactions to Relationships
For brands, the shift is more than a trend in basket composition. It signals an opening to deepen relationships. If indulgence is reframed as an investment, something that carries forward in time, it becomes part of daily life rather than a fleeting purchase.
That shift strengthens loyalty. Instead of pushing consumers toward momentary peaks, brands can embed themselves in routines, hobbies, and rituals that endure.
UAE and Regional Proof Points
The GCC secondhand apparel market is projected to reach USD 1.3 billion in 2025, expanding at 11.6% CAGR through 2035. This growth reflects consumers choosing resale fashion as both an affordable indulgence and a sustainable statement.
In the UAE, the toys and games market hit AED 1.8 billion in 2023, underscoring how family-oriented spending on repeat-use products continues to expand.
Subscription-based gaming adds another layer: the UAE market was worth USD 337.2 million in 2024 and is forecast to nearly double by 2030, growing at 12.5% CAGR.
Each of these examples demonstrates indulgence anchored in repeat value, not excess, a shift that deepens the role of brands in everyday life.
Bottom Line
The age of intentional indulgence has arrived. Consumers still want to treat themselves, but they want purchases that hold value beyond the moment.
Brands that position their products as investments in lasting joy, repeatable, reusable, emotionally resonant, will transform occasional buyers into loyal advocates who see their choices as part of a longer-term relationship.
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