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.