Those stores are targeting women who want to treat themselves on the spot. Department store giant Takashimaya will offer customers a chance to make their own parfaits. They will be able to choose their favorite ingredients. Another department store chain will sell chocolate-flavored bubble tea and other delicacies from February 5-14.

In Japan, women traditionally give chocolates to men on Valentine's Day. But department store surveys show that 60 percent of women buy chocolates for themselves. And they treat themselves to chocolates 15 percent more expensive than the ones they purchase for their valentines.