We’ve all heard that it is better to give than receive. During the holiday shopping period, there’s a new twist to this old adage: With the rise of “self-gifting,” many consumers are clearly big fans of the idea of “giving” — to themselves.
The “self-gifting” trend, which has been gaining in popularity for years, will reach all-time highs this year. According to the National Retail Federation, the average shopper who is honest enough to admit they plan to spend on themselves over the holidays will drop $237 on “self-gifts.” That’s a 27% jump in five years. For retailers, this is significant. Over 20% of the average shopper’s gift kitty is expected to be self-designated in 2012. In 2004, self-gifting accounted for only 14% of retail sales.
Read the whole story: TIME