Niagara Gazette

Web Extra

December 19, 2012

Self-gifters increasingly stuff their own holiday stockings

They say it's better to give than to receive, but They haven't been to the mall lately.

Americans are doing more and more holiday shopping for themselves, data over the past decade show, even as planned gift-buying for family members has stayed steady (sorry, friends and co-workers, your numbers are down).

The reasons are complicated, including a recession that's transformed what used to be a magical few days of strolling past Santa-themed window displays into a weeks-long, competitive fire sale. But experts on consumer psychology say a major cultural shift has been building: It has now become acceptable — even necessary — to give ourselves treats and rewards all year long. We're ripe for a new generation of ads like J. Crew's "To: You, From: You," or Bare Minerals' "What's your gift?"

Is the old-fashioned concept of the gift, that emblem of humility, in danger?

During a recent afternoon at the Pentagon City mall in Arlington, Md., one person after another first said they were there to buy holiday gifts for others, then sheepishly showed off their haul for Numero Uno.

"I was supposed to be holiday shopping," said Katrina Wyder-flowers, 47, as she carefully removed two big boxes from a bag next to her lunch table in the mall atrium and opened them. Out came a pair of blue leather boots, then a pair of mahogany ones, both with super-high heels. "I love a bargain."

Some retail experts call this "gift conversion" — the dance you do in your head when you wind up buying for yourself after ostensibly going out to shop for someone else. Economic, demographic and generational changes, they say, have had a Pavlovian effect. Americans hear "Christmas" and think "massive bargain-shopping for all the stuff I didn't get during the year."

Text Only | Photo Reprints
Web Extra
Featured Ads
House Ads
AP Video
Raw: More Than 100,000 Gather for Easter Sunday Raw: Greeks Celebrate Easter With "Rocket War" Police Question Captain, Crew on Ferry Disaster Raw: Orthodox Christians Observe Easter Rite Ceremony Marks 19th Anniversary of OKC Bombing Raw: Four French Journalists Freed From Syria Raw: Massive 7.2 Earthquake Rocks Mexico Captain of Sunken SKorean Ferry Arrested Raw: Fire Destroys 3 N.J. Beachfront Homes Raw: Pope Presides Over Good Friday Mass Raw: Space X Launches to Space Station Superheroes Descend on Capitol Mall Man Charged in Kansas City Highway Shootings Obama Awards Navy Football Trophy Anti-semitic Leaflets Posted in Eastern Ukraine Raw: Magnitude-7.2 Earthquake Shakes Mexico City Ceremony at MIT Remembers One of Boston's Finest Raw: Students Hurt in Colo. School Bus Crash Deadly Avalanche Sweeps Slopes of Mount Everest
Opinion
House Ads
Night & Day
Twitter News
Follow us on twitter
Hyperlocal Search
Premier Guide
Find a business

Walking Fingers
Maps, Menus, Store hours, Coupons, and more...
Premier Guide
Front page