Advertisers are finding new reasons to celebrate this holiday season: a growing share of shoppers are planning to buy gifts for themselves.
A new report from consumer insights firm CivicScience shows that 28% of holiday shoppers expect to treat themselves this year, with another 24% still undecided, nearly double the number from two years ago. For marketers, that creates both a reliable base of self-purchasers and a persuadable group that could expand with the right message.