CivicScience | Not As Many People Plan to Buy Themselves a Gift This Year

General, Retail

Not As Many People Plan to Buy Themselves a Gift This Year

Image Credit: Photo by freestocks on Unsplash

The gift giving season is almost upon us. And while purchasing for family and friends may be top of mind, many Americans may also be considering purchasing a gift for themselves. 

Last year, 31% of U.S. adults were planning on buying themselves a gift. This year, that percentage has dropped to 24%, with 19% still unsure of what they’ll ultimately do. 

Although the overall percentage of those buying gifts for themselves has decreased, those who will be buying themselves something plan to spend under $100. 

Income is one of the clearest factors that could impact an individual’s choice of whether or not to buy themselves a gift. The data reflects this, as those most likely to buy themselves a holiday gift are also making the most money and are still working their job as usual (or more) as a result of the pandemic. 

The Role of Relationships 

Relationship status is also a factor for those choosing to purchase a gift for themselves. As the data show, singles–who have at least one less person to buy for than those in a relationship–are the most likely to be purchasing a gift for themselves this year. 

As to what they’ll be purchasing, luxury designer items and physical pampering top the list. 

In-Person or Online? 

Despite a focus on online shopping this year, those purchasing for themselves will most likely be showing up in-store, as comfort levels are highest for an in-person shopping experience amongst these respondents.

So while buying a gift for oneself may be a less common occurrence this year, a substantial number of Americans still plan to do so. And when they do, they’ll be sticking to a lower budget, focusing on a few specific items and completing their shopping in person.

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