The sluggish economy has done little to dim the hopes of retailers this Valentine's Day season: They still expect women to flock to their shops to buy chocolates and other gifts for men.
But the unique Japanese Valentine's Day tradition that dates back to the 1950s -- whereby women give chocolates to men on Feb. 14 and get little in return -- is starting to change, with more women buying the pricey treats for themselves.
"I'm going to buy chocolates for myself," said 33-year-old Mariko Ando, who was shopping at Mitsukoshi Ltd.'s store in Tokyo's Ginza district.
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