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Self-Gifting Expected to Hit All-Time High This Holiday Season

According to the National Retail Federation's annual forecast of the holiday shopping season, more people will be self-gifting themselves this year than in any other.

We're all guilty of it. Who hasn't gone into a store with a specific purpose in mind: to buy the perfect gift for a loved one. The end result: a perfect gift for  . . . yourself. 

According to the National Retail Federation's annual forecast of the holiday shopping season, more people will be self-gifting themselves this year than in any other. 

"As a nod to just how much shoppers enjoy taking advantage of retailers’ holiday promotions to treat themselves to something nice, consumers are expected to spend the most on non-gift items in the survey’s 10-year history," the study said.

According to the study, six in 10 shoppers plan to spend an average of $139.92 on “self-gifting” this holiday season. Seven in 10 young adults ages 18-24, often the ones seen standing in the long lines for retailers’ midnight and early-bird Black Friday promotions, will spend an average of $159.62. Adults ages 25-34, meanwhile, will spend the most at $175.65. 

“It looks like young adults have the ‘one for you, two for me’ mentality about the holiday season this year, which is surprising given that this is also the age group that typically doesn’t have the income or ability to splurge,” said BIGinsight Consumer Insights Director Pam Goodfellow. “What isn’t surprising is that retailers’ holiday promotions continue to strike a chord with this age group, especially with promotions surrounding popular electronics and apparel items.”

What about you? Are you planning on spending a bit of your hard-earned holiday budget on yourself? Is it nearly impossible to make it through the holiday season without treating yourself? What items are the hardest to pass up when shopping?

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