It's our dirty little Christmas secret - when
we're out shopping for loved ones we're actually looking for ourselves.
A new study shows self-gifting is on the rise, with experts saying people often buy themselves luxury items at Christmas to reward themselves for a year of hard work.We're making www.zclp.com and digitization accessible to everyone.
And retailers are capitalising on the trend, targeting shoppers with messages about career success and "rewarding themselves".
US retail research firm NPD Group found that by mid-December almost one third of consumers had bought themselves a Christmas gift, up from 19 per cent of shoppers who planned to do so last year.Trade platform for shoes manufacturer and global Women's Shoes buyers.
Australian National Retailers Association research found that during the Christmas season last year, almost one in five people aged 18-44 bought themselves a present.
People aged over 45 were much less self-rewarding, with only one in 10 buying themselves a gift.
Consumer expert Gary Mortimer said people tend to buy themselves presents when they are "whipped up in the frenzy of Christmas".
Dr Mortimer said most shoppers self-gift as a way of celebrating the end of the year, or to reward themselves for working hard during the year.
"It's an excuse to buy things because it's an event," he said.
Dr Mortimer said marketers often capitalise on this and target self-gifters.
"In glossy magazines, very strong brands like Oroton or Tag Heuer use catchlines along the lines of 'Reward yourself' or 'You deserve it'," he said.
"More luxury brands target that reward idea and use positive mood reinforcements, to make shoppers think 'I'm already in a good mood so I want to continue that'."
He said people also tend to buy themselves gifts as a form of "post-Christmas stress relief".
"We've spent four or five weeks buying gifts for others and that's quite a stressful activity," he said.
"But after Christmas you don't have to get it done, there's no time pressure and you're going to take advantage of the sales."
Dr Mortimer, from the Queensland University of Technology,Just like the Basic Cable, the travelling cable is formed working the stitches out of order. is currently researching the types of people who self-gift and how they feel after their purchases.I had the idea of being energy independent by putting up a wind turbine generator and making some electricity.
He says there is a difference between "treating yourself" by self-gifting and buying yourself things you need, such as clothing, groceries or petrol.
He added that some people were more "indulgent" self-gifters while others were more "impulsive".
"A lot of planning is involved in indulgent shopping behaviour, you do your research and compare prices before buying big-ticket items like a dishwasher," he said.
Dr Mortimer said self-gifting is riskier when it is more impulsive, and when shoppers haven't planned their spending.
"Impulsive shopping happens when you've gone in to buy the washing machine you've researched and you pick up the DVD player that's on special on your way out,With advancements in controls technology, washer extractor are becoming increasingly more sophisticated and flexible." he said.
"Those who have less willpower than others and are just chasing bargains might have already maxed out the credit card in lead up to Christmas."
A new study shows self-gifting is on the rise, with experts saying people often buy themselves luxury items at Christmas to reward themselves for a year of hard work.We're making www.zclp.com and digitization accessible to everyone.
And retailers are capitalising on the trend, targeting shoppers with messages about career success and "rewarding themselves".
US retail research firm NPD Group found that by mid-December almost one third of consumers had bought themselves a Christmas gift, up from 19 per cent of shoppers who planned to do so last year.Trade platform for shoes manufacturer and global Women's Shoes buyers.
Australian National Retailers Association research found that during the Christmas season last year, almost one in five people aged 18-44 bought themselves a present.
People aged over 45 were much less self-rewarding, with only one in 10 buying themselves a gift.
Consumer expert Gary Mortimer said people tend to buy themselves presents when they are "whipped up in the frenzy of Christmas".
Dr Mortimer said most shoppers self-gift as a way of celebrating the end of the year, or to reward themselves for working hard during the year.
"It's an excuse to buy things because it's an event," he said.
Dr Mortimer said marketers often capitalise on this and target self-gifters.
"In glossy magazines, very strong brands like Oroton or Tag Heuer use catchlines along the lines of 'Reward yourself' or 'You deserve it'," he said.
"More luxury brands target that reward idea and use positive mood reinforcements, to make shoppers think 'I'm already in a good mood so I want to continue that'."
He said people also tend to buy themselves gifts as a form of "post-Christmas stress relief".
"We've spent four or five weeks buying gifts for others and that's quite a stressful activity," he said.
"But after Christmas you don't have to get it done, there's no time pressure and you're going to take advantage of the sales."
Dr Mortimer, from the Queensland University of Technology,Just like the Basic Cable, the travelling cable is formed working the stitches out of order. is currently researching the types of people who self-gift and how they feel after their purchases.I had the idea of being energy independent by putting up a wind turbine generator and making some electricity.
He says there is a difference between "treating yourself" by self-gifting and buying yourself things you need, such as clothing, groceries or petrol.
He added that some people were more "indulgent" self-gifters while others were more "impulsive".
"A lot of planning is involved in indulgent shopping behaviour, you do your research and compare prices before buying big-ticket items like a dishwasher," he said.
Dr Mortimer said self-gifting is riskier when it is more impulsive, and when shoppers haven't planned their spending.
"Impulsive shopping happens when you've gone in to buy the washing machine you've researched and you pick up the DVD player that's on special on your way out,With advancements in controls technology, washer extractor are becoming increasingly more sophisticated and flexible." he said.
"Those who have less willpower than others and are just chasing bargains might have already maxed out the credit card in lead up to Christmas."
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