TribLIVE

| Business


 
Larger text Larger text Smaller text Smaller text | Order Photo Reprints

Retailers bank on self-gifting

Email Newsletters

Click here to sign up for one of our email newsletters.

On the Grid

From the shale fields to the cooling towers, Trib Total Media covers the energy industry in Western Pennsylvania and beyond. For the latest news and views on gas, coal, electricity and more, check out On the Grid today.

Daily Photo Galleries

Business Photo Galleries

By The Los Angeles Times
Tuesday, Dec. 24, 2013, 12:01 a.m.
 

Trinkel De La Paz, 24, loves this holiday's deep discounts because they're enabling her to be a more generous Santa.

To herself, that is.

The Los Angeles graphic designer bought herself an iPad Mini and some clothes discounted on Cyber Monday, and she's not done. De La Paz said she feels free to splurge on herself because she has extra money from a recently landed job, a new apartment waiting to be spruced up and only one present to buy for her family's Secret Santa exchange.

“These prices are only happening this time of year,” she said. “I might as well stock up now.”

Come Christmas, many shoppers decide to treat themselves to a little (or sometimes not-so-little) something extra. Some do it to take advantage of irresistible promotions. Others buy an item as a gift and then decide they want another for themselves.

This fine art of giving to oneself at the holidays, dubbed self-gifting by retail pollsters who track such behavior, has become a key indicator for how merchants will fare once the post-Christmas tallies come in.

“The willingness of the shopper to push her budget beyond what she had originally planned is a key influencer for holiday growth,” NPD Group analyst Marshal Cohen said in a blog post. “In fact, the self-gifting indicator has made the difference between growth and decline.”

Cohen reasons that each year, the number of gifts Americans expect to give remains roughly the same, making their tendency to buy presents for themselves a more accurate gauge of their economic circumstances. And during the recession, when spending declined, “one of the leading factors that saved retailers was an increase in self-gifting” by consumers.

Subscribe today! Click here for our subscription offers.

 

 


Show commenting policy

Most-Read Business Headlines

  1. Chevron settles fatal shale gas well fire lawsuit for $5M
  2. Task force to plot ways of easing gas glut in Pennsylvania via pipelines
  3. IRS cybersecurity breach touches lives of homebuyers, others
  4. Pitt study suggests health law attracting young to balance insurers’ risks
  5. UPMC offering buyouts to 3,500 employees in cost-cutting move
  6. Many Americans have no retirement savings, Fed survey shows
  7. Shoppers pay premium for organic chicken
  8. Shareholder vote causes ATI to review executive pay packages
  9. Tesla home battery at $7K, partnered with rooftop solar system, may help reduce power bills
  10. EPA to release biofuels proposal by June 1
  11. Automakers do U-turn on infotainment systems