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While treating oneself to a gift is not a new concept, it has grown in popularity in recent years. CivicScience data has consistently highlighted the rise of self-gifting, showing that more consumers are embracing the idea not just during the holidays, but also on occasions like Valentine’s Day.
New data also highlights this surge over the last couple of months. From October to December 2024, interest in self-gifting has spiked a whopping ten points. When CivicScience first pulsed Americans in early October, 32% of Americans intended to buy themselves a gift this holiday season, a dip from last December likely due to election-related anxiety. Following the election and Thanksgiving weekend sales, this figure now stands at 42%, which is also up significantly from this time two years ago (excluding those who answered ‘I’m not sure’ and ‘does not apply’). Leading the charge are Gen Z, women, and those with a household income of under $50K.
Join the Conversation: Do you plan on getting gifts for yourself this holiday season?
Intended budgets have remained relatively steady over the last couple of months. Compared to October, the percentage of respondents who plan to spend over $200 has increased by three points. At the same time, the percentage who intend to spend under $100 has increased by two points.
How does the election factor into self-gifting?
The election’s outcome likely contributed to the increase in Americans self-gifting this year, especially given Americans are more optimistic about the future. Prior to the election, Democrats were the most likely to buy themselves a gift (47%). Post-election, this figure among Democrats remained stagnant at 47%; however, the percentage of Republicans planning to self-gift increased from 22% in October to 31% in December. There has also been a spike among Independents, from 29% to 42% today. This comes as additional CivicScience data shows that Republicans are shopping and spending more than usual right now due to the election outcome.
Self-gifters also splurge.
It may come as no surprise that self-gifters also enjoy splurging on themselves. CivicScience data show that nearly 70% of self-gifters also splurge on purchases for themselves beyond the holidays. Among self-gifters who splurge, the most common spending categories are an expensive meal or liquor (32%), a clothing shopping spree (18%), or pampering such as salon or spa treatments (9%).
Answer our Poll: How often do you treat yourself to gifts as a pick-me-up?
As this trend continues to grow, self-gifting could become a staple not just during the holiday season but throughout the year. With rising optimism and steady budgets, more consumers are embracing self-gifting as a key part of their holiday experience. This growing interest also reflects shifting attitudes toward personal indulgence and self-care, underscoring that treating oneself is increasingly seen as an important part of the holiday season.
