Do you reward yourself when shopping for holiday gifts?
Do you shop for yourself or for others in the holiday season? While most consumers are supposedly shopping for holiday gifts, it is actually that consumers are buying for themselves. According to a survey by the National Retail Federation, more than half of the shoppers surveyed reward themselves during their shopping.
Over half of the consumers surveyed said that they would be spending on themselves as well, mostly due to the galore of special sales available. On average, consumers will spend $107 on themselves, in addition to the $817 that they spend on gifts for others. Last year, consumers spent $99.22 on themselves.
A lot of shoppers see these special sales as an opportunity to put themselves first without feeling guilty. With lots of “buy one, get one free” deals, promotional gift cards etc it is a good way for consumers to spend something on themselves as well and feel good about making use of a special deal.
According to Karen A. Machleit, head of the marketing department at University of Cincinnati, “Shopping can be a stressful experience, and this allows shoppers to reward themselves or at least derive some pleasure from the experience. When you get a bonus, it seems more like a reward compared with a discount.”

I’ve always been a collector of some sort. At one time it used to be coins, then it was pressed flowers and postcards, but now its mostly art of any kind. I love graphic 