An article from Time:
“Rise Of Self-Gifting In A Me-Centric Society - 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: 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 over the 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. Younger consumers are especially game to embrace the idea that the season of giving is the perfect time for self-gifting. “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 Pam Goodfellow, consumer insights director for BIGinsight. Millennials are not more selfish than other generations though. But because they grew up at a time when society placed a stronger emphasis on caring about oneself, self-gifting seems more natural to them, without the negative connotations felt by older generations.”
Via TIME
