A new name has cropped up on holiday shopping lists: Me!

Dec 15

posted by Dr. Suri Weisfeld-Spolter in Consumer Behavior | 30 Comments

Even with the challenges of today’s lagging economy, recent research suggests that consumers are spending more than $500 billion in gifts, with gifting representing 10% of the total retail market and self-gifting projected to be the highest yet with participation from 59% of shoppers. Gift giving occurs in all societies and is a social exchange process involving a giver and a receiver.  There are now many instances, especially in the United States where the giver and receiver of the gift are the same person (self-gift).

Self-Gifts are defined as 1) personally symbolic self-communication through (2) special indulgences that tend to be (3) premeditated and (4) highly context bound.  This definition helps to differentiate self-gifts from other personal acquisitions.  Self-gifts are a means to communicate with one’s self and, in particular, to influence one’s self-definition and self-esteem.  There is also an aspect of specialness to self-gifting, referring to the notion that self-gifts often have special meanings for consumers as compared to common, every day, self-directed purchases.  They can be any product, but they constitute a form of indulgence, making them different from a regular personal acquisition.  Self-gifts also tend to be premeditated and are typically not spontaneous purchases. They tend to be done to reward oneself after a great accomplishment or to cheer oneself up after a disappointment, but can also occur under other contexts such as birthdays, anniversaries and holidays.

Many companies are now capitalizing on our self-gift propensities in their promotions and advertising messages. For example, J.Crew recently created a "Gift yourself" section on its website, along with the text “To: you, From: you.”  The diamond industry has also caught onto the new “me” mood, with slogans like “Your left hand says ‘we,’ you’re right hand says ‘me’,” urging women to buy diamonds for themselves.  And slogans such as "You deserve a break today” (McDonald’s) and “The perfect little thank-me” (Andes candies) present indulgences as personal rewards.

Do you think this is an effective approach?

Do you engage in Self-Gift behavior?

When was the last time you bought yourself a special gift?

What did you buy?

Can you think of other companies that use self-gifting appeals in their messages?

P.S. To read more on the social-phenomenon of “gift-giving” visit the following article titled “Impact of Giving on Self and Impact of Self on Giving” by Dr. Suri Weisfeld-Spolter and colleagues Dr. Cindy B. Rippe and Dr. Stephen Gould: http://onlinelibrary.wiley.com/doi/10.1002/mar.20760/abstract

Suri Weisfeld-Spolter, Ph.D., is Associate Professor of Marketing and Chair of Doctoral Programs in the H. Wayne Huizenga School of Business and Entrepreneurship, Nova Southeastern University. She can be reached at sw887@nova.edu

This entry was posted on December 15, 2014 at 9:00 AM and has received 4684 views. There are currently 30 comments. Print this entry. Download attachment.

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• #1 by Kenny M~ on 12/15/14 - 11:13 AM

  

  Self-Gifting is congruent or synonymous with self-reward and should be differentiated sincerely from other personal acquisitions, as your post points out. While the Self-gifting and other purchases for oneself may be similar, they have, very different originations as well as very different connotations. Self-reward begins with recognizing a goal needing to be achieved with an incentive built in for accomplishing the objective, while simply making a purchase for yourself arises out of the simple impulse or a need to pamper themselves. The approach to self-gifting is a very effective approach just as any reward is effective if used with the right undertone. To reward mediocrity attached as a reward for excellence is poor self-promotion and should be seen for the mollycoddle it is. It takes a lot for me to purchase a self-gift and falls within the premeditation as described within the post definition. As a student, completing a class with a grade of an “A”, generated my last purchase of a book that was less about education, yet informative within the scope of my professional arena.
  What is interesting is that you say self-gifting is projected to be the highest yet with participation from 59% of shoppers and I found in Time magazine from a 2012 an article that stated, “self-gift remaining flat compared to last year (59%).” Although another article from the Los Angeles Times from 2013 explained that, “57% of consumers told the National Retail Federation that they will take advantage of deals during the holidays to buy items that aren't gifts for others. Last year, 59% of respondents said the same.” These articles were also an interesting read, and highlighted the generational trends of Self-Gifting as well as how during the economic decline of previous years, self-gifting was one of the leading factors that saved retailers. The later article bring to bear, “On Instagram, the #selfgifting hashtag brings up photos of polka-dot heels, a Mac mini computer, a KitchenAid stand mixer, lingerie, cosmetics and more.” I guess the traditional rewards for accomplishment would be too vociferous and self-indulged purchasing that huge trophy and having the brass plate engraved with your own name.
  
  1. http://business.time.com/2012/10/19/season-of-givi...
  2. http://articles.latimes.com/2013/dec/19/business/l...

• #2 by Michelle Merida on 12/15/14 - 8:40 PM

  

  Personally, I will admit that I engage in self-giving behavior. The last gift I bought myself was a brand new car! However, most of my gift buying or even 'just because' purchases are for my loved ones. This new effective approach marketers are taking to target individuals who participate in this trend is genius! I cannot think of a specific ad that targets this but I can think of situations where self-gifting would occur such as graduating, being promoted, and hitting your weight loss target.

• #3 by Nicolas Kaswalder on 12/16/14 - 2:31 PM

  

  I very much agree that self-gift is sometimes needed when something good happens in one's life. There are some events or personal goals that are accomplished that need to be accompanied by reward. This reward does not have to be a gift from someone else, but it can be from oneself. I can actually relate to this because every semester if I do well in school or if I feel I deserve to be rewarded with my hard work I would go and buy something important for myself. On cyber Monday, I felt the urge to conduct a self-giving behavior by buying a watch that was more expensive than my other watches because I felt that I had done an incredible job, so I feel these types of self-gifts can actually be really pleasant from time to time.

• #4 by Taylor Brown on 12/16/14 - 3:59 PM

  

  I struggled with the differentiator between just acquiring something and actually getting a self-gift, but I think I got it now.
  
  As someone currently on vacation, visiting New York City for the first time, I can contribute that travel is a reason for self gifts! Many times I am on the list of people for whom I seek souvenirs. This occasion-based shopping is congruent with the self-gift definition, especially since every other souvenir I buy for someone else is a gift.
  
  A cross study in personality may be interesting here, as it takes a certain sort of person to get a gift for his or herself, and that personality would also influence frequency of self gifts and value of those gifts.
  
  Firms taking advantage of this phenomenon are pretty brilliant. It may be a steeper sell than a spa day, but car companies also engage in this marketing strategy. I've noticed BMW marketing their cars recently as "the gift you keep opening."
  
  Interesting. Thank you for the post.

• #5 by Kelsey Muma on 12/17/14 - 9:44 AM

  

  Due to the fact that a projected 59% of shoppers will engage in “self-gifting”, I think that these types of advertisements are great for drawing in potential business. Personally I only engage in self-gifting when it comes to clothing. I do not consider grocery shopping self-gifting because I need those items to keep myself alive and well-kept, whereas certain clothing purchases that I make is not necessarily something that I need, but more something that boosts my self-image and mood. I take part in self-gifting roughly once a month. I think that many fitness companies/brands will also utilize this “self-gifting” form of advertising by saying things such as “give yourself the body you’ve always deserved.”

• #6 by Kristina Cassidy on 12/17/14 - 11:01 AM

  

  Since America is a highly individualistic country, appealing to someone’s self-esteem and self-gratification can result in higher sales for companies. I think that marketers targeting people’s desire to treat themselves through self-giving is a very effective approach. A described in this article, this method is already being used by many companies. Although this approach has increased sales in the US, in a collectivist country like China this method could actually decrease sales. Collectivist countries tend look down upon self-gratification.
  
  Without realizing it, I have partaken in Self-Gift behavior. After a great week at school and work I will think of something I can give myself as a gift. As stated in the article, it is normally a gift that is premeditated and thought out. The last time I bought myself a gift was last month, I decided to reward myself and buy myself some nice clothes that I didn’t need.
  
  Another place that I have seen self-giving appeals is the gym. They will have signs and different marketing posters that state something like “Reward your body today.”

• #7 by Martin Tavernier on 12/17/14 - 9:23 PM

  

  I believe that Self-gifting in nowadays society is increasing. I think that companies are right to capitalize on this, and to advertise on self-gifting. I myself have in the past personally rewarded myself with new TV or new laptop after a big accomplishment. Nobody knows ourselves better than us, and I think it is important to reward oneself sometimes, after big accomplishments in order to maintain a high esteem and positive attitude.
  Society is more and more individualistic and I believe that in the future we will see an increase in self-gifting.
  
  Martin T,

• #8 by Dr. Suri Weisfeld-Spolter on 12/18/14 - 10:23 PM

  

  Thank you for your comments and glad you enjoyed this blog. Good examples of self-gift behavior and good points regarding the role that personality and cultural values have on our propensity to engage in self-gift behavior. Keeping this in mind, another strategy that marketers use to promote self-gift behavior, especially in the holiday season is "one for him and one for me' to remind you to buy for yourself as well as others.
  Happy Holidays and Happy Self-gifting!

• #9 by Maria Posada on 12/19/14 - 12:41 PM

  

  I personally love the notion of self-gift giving. Just the other day I was talking with my boyfriend about how to me, the true value of money lies in the good you cause by using it (for example making others happy or yourself happy through gift purchases). It is so important to never forget that you yourself deserve some happiness too. Although I don't do it often, I have given myself a gift, most recently I bought myself a cute little hat in New York. It seems like a small gesture but it made me so happy to wear it around Time Square. I was going to bring back souvenirs for my family and I didn't want to walk out without one for myself.
  
  The one company that comes to mind when encouraging this behavior is Yoplait Yogurt. It seems silly that I would consider a yogurt a self-gift, but in reality many women use this little indulgence to reward themselves after an accomplishment (as per the definition of self-gifts). Yoplait recognizes this and uses this concept as their main marketing campaign showing women its ok to enjoy life's little pleasures.

• #10 by Dr. Suri Weisfeld-Spolter on 12/19/14 - 5:02 PM

  

  Great example, Maria! You make a good point that the gift you bought yourself also made you happy. In fact, research suggests that we are often happier and have less regret when we purchase a gift for ourselves (since we know what we like and want) then when others purchase gifts for us. Enjoy your hat!

• #11 by Stela Katelieva on 12/21/14 - 4:45 PM

  

  I think that self gifting has always existed, yet it hasn't found popularity until recently, when it was specially advertised by different companies like the ones mentioned above. I think this is a very effective method of promotion because it targets the customer's happiness and satisfaction directly. It creates a sense of self importance and pleasure that can be achieved immediately rather than waiting for someone to bring a present, unless they do not want to spend the money. I believe that there is more meaning when someone else gives you a well thought out present with loving intentions behind it rather than gifting yourself something that you love, but cannot possibly have the same meaning. I have found that giving myself a present that I love, like a necklace, often has a lesser value than something that has been giving with a lot of meaning. I find that I prefer to wear a necklace that has been given to me by someone I love rather than the one I have gotten myself even though I bought it with some meaningful intentions.

• #12 by Devon Childs on 12/21/14 - 11:11 PM

  

  I absolutely enjoyed reading this post. It was quite interesting because it touched on pint only why we self-gift but also on the excuses or reasons why we purchase things for ourselves in the first place. Viewing this from a personal standpoint, I, myself, was finishing up some last minute Christmas shopping p and I was only to go shopping for a few of my friends as well as the person I picked for a workplace Secret Santa. My sister and I went to H&M and saw some sale items and made purchases for ourselves and the funny thing about it was that we both justified our self gifts by saying "Well We work hard and we both deserve it". We were still able to finish our other shopping but this shows how self gifting is driven by both the consumer as well as the businesses.

• #13 by imani on 12/30/14 - 10:41 PM

  

  Good observation and good research. Many companies try to be ahead of the game by establishing departments that study consumer behaviors. The consumer demographics of America is changing very much. There are many single working parents in America, and the marriage rate in the younger generation is slowing down. All these contribute a lot to self satisfaction which reflects in the purchasing habit in America. Beside that the working class just like me, spend enough money buying gifts for loved ones. We imagine what they will love to have and most of the time we are close to it. But when it comes to ourselves we can pinpoint exactly (100%) what we want to give ourselves as gifts. Just like you said, we derive an exceptional satisfaction from such gifts. It is like a special fruit of our labor. This trend of purchasing habit is bound to grow stronger down the road.

• #14 by Yao on 12/30/14 - 11:17 PM

  

  This a good study. I surely thing it is great approach, however I will wish that companies be careful of how they use texts to draw attention to targeted buyers. They don’t have to go overboard so it becomes too common. On the whole the market for self gifts is growing bigger and bigger. I do buy gifts for myself. When I imagine what I want to buy I get excited because I think I have worked hard and I deserve to buy myself a good present. Many of my friends do the same. I hear them discuss what they are going to buy so I can imagine that trend of market growing bigger. In fact the last time I bought a gift for myself was three weeks ago. I bought a special kind of phone. Your article just emphasizes what is taking place and what is about to grow bigger down the road.

• #15 by Yinet Vasallo on 1/4/15 - 1:31 PM

  

  The perspective expressed by your article was quite interesting, for I have seen indeed this phenomenon taking place in the recent holidays. As a matter of fact, I have witnessed members from my own family engaging in this behavior. Nevertheless, some buyers do feel a certain sense of guilt when purchasing gifts for themselves, therefore according to American Express (2012), retailers and companies “…can help them justify the self-indulgence by offering a discount on the second purchase (“If I like it, so will my friend”). By buying something for themselves, they’ve made it possible for someone else to have something too, at a discount.” Using this tool as a medium of minimizing the sense of guiltiness will enhance the chances of purchasers to engage in self-gifting behavior.
  
  American Express. (2012). Self-Gifting Boom: Capitalize on Shoppers Who Want to
     Give ... and Receive. Retrieved from
     https://www.americanexpress.com/us/small-business/...-
     yourself-better-sales-by-capitalizing-on-the-self-gifting-boom/

• #16 by Hassan Rakine on 1/6/15 - 3:27 PM

  

  Self-gifting is nothing new, it has been around for a long time the only difference now is it is more apparent in today's society.It is no surprise that many companies are catching on to the self-gifting trend and using it to their advantage. I definitely think marketing toward self-gifting is effective because of the increase number of people participating in self-gifting. I have engaged in self-gifting myself, for example after I passed all my classes last semester, I rewarded myself with a new phone. I wanted the phone but didn't think I should spend all that money, especially since I didn't "need" the phone at the time but after I did well in school, I believed it was the perfect time to get a new phone and since I did well in school I felt I deserved it too!

• #17 by Dr. Suri Weisfeld-Spolter on 1/6/15 - 9:14 PM

  

  Stela, you make an interesting point regarding how a gift from others carries meaning beyond the gift itself, which may make it valuable or special in the eyes of the receiver. Interestingly, one of the benefits of the self-gift for ‘reward’ is that each time you ‘see’ the gift, you also get reminded of what you accomplished, and so the gift plus the memories enhance your positive feelings.

• #18 by Dr. Suri Weisfeld-Spolter on 1/6/15 - 9:17 PM

  

  Devon, your post is spot on. Self-gifting is definitely driven both by internal feelings of individual deservedness, as well as external promotions by marketers and businesses. Keep your eye out because this is definitely a rising trend, especially during the holiday season! Glad you enjoyed the post.

• #19 by Dr. Suri Weisfeld-Spolter on 1/6/15 - 9:20 PM

  

  Imani, excellent point regarding the changing demographics of consumers in America, particularly regarding the quest for self-satisfaction, which may also be related to feelings of entitlement. I agree that this trend is one that will continue to grow, particularly in western cultures.

• #20 by Dr. Suri Weisfeld-Spolter on 1/6/15 - 9:23 PM

  

  Yao, glad you liked the study. It does seem that indeed this trend of self-gifting is on the rise. According to our research, more than 59% of consumers have engaged in self-gift behavior, and as your personal experiences demonstrate, this number will continue to rise.

• #21 by Dr. Suri Weisfeld-Spolter on 1/6/15 - 9:28 PM

  

  Yinet, glad you found this article interesting. Thank you for pointing out that great article! Not only does the strategy discussed minimize the possible guilt that buyers may feel after self-gifting (though most research has reported that most consumers do not feel guilty after self-gifting), but for those consumers who may feel that it is inappropriate to self-gift, or something that would be frowned on by the norms in their culture, this offers a nice way to rationalize the self-gift, in that it benefits others as well.

• #22 by Dr. Suri Weisfeld-Spolter on 1/6/15 - 9:33 PM

  

  UPDATE:
  Dear readers,
  I am pleased to inform you that on Dec 29, 2014, the Harvard Business Review Daily Stat referenced the article that this blog was based on.
  Below, is what was written in 'The Daily Stat' by HBR:
  
  Do You Self-Gift for Therapy or as a Reward?
  
  Experiments suggest that when buying gifts for themselves, shoppers (male or female) tend to choose feminine-seeming items such as slippers and lotions when the aim is to cheer themselves up but masculine-seeming items such as tools and pencils when attempting to reward themselves, says a team led by Suri Weisfeld-Spolter of Nova Southeastern University. The contrasting ideas of self-therapy and rewarding seem to suggest different gender identities, with the former priming a feminine identity and the latter priming a masculine identity, leading to the different choices of purchased items. 59% of shoppers report engaging in self-gifting when shopping, the researchers say.
  
  SOURCE: Impact of Giving on Self and Impact of Self on Giving

• #23 by Julius on 1/14/15 - 7:29 AM

  

  This is quite an interesting post Devon. I personally self-gift as a way to reward myself especially at the end of the year. External influence by marketers however plays a part in what pops off of my mind.

• #24 by purchase assignments on 1/20/15 - 6:51 AM

  

  The perspective expressed by your article was quite interesting. These are very good suggested regard the article.

• #25 by Ashley Allahand on 11/2/15 - 8:41 PM

  

  After reading this post I concur that I do I self-gift after an achievement or just because from time to time. I also would "self- gift" if I'm having a bad to cheer myself up. I also didn't realize a lot of companies are now capitalizing on self- gift propensities. I think this is an effective approach because in today's economy I have noticed this to be a trend. The last time I bought myself something was a vacation with my fiance and I to Disney World to escape the stresses of everyday life.

• #26 by Raquel Blas on 11/6/15 - 1:44 PM

  

  I very much agree that self giving is a must do over Christmas. I admit I do all my self giving on Christmas and birthdays.This can be an effective approach for marketers to do business and it consumers in over indulge themselves with things.

• #27 by tamra Recas-Marquez on 11/8/15 - 7:46 PM

  

  Do you think this is an effective approach? I agree that self-gifting is an effective marketing approach as consumers enjoy buying gifts for themselves. In-fact no one knows you more than yourself.
  Do you engage in Self-Gift behavior? Yes I do and I must say I do enjoy it very much.
  When was the last time you bought yourself a special gift? What did you buy? I bought myself a pair of diamond hoop earrings that I have wanted for 2 years now
  
  Can you think of other companies that use self-gifting appeals in their messages? Macy's website under the banner Black Friday Jewelry Deals, “This holiday season, get an unforgettable gift for a loved one (or yourself). www.macys.com
  
  I think this is a great advertising concept. A sure win for retailers and businesses in the service industry such as beauty, restaurants etc. must tap into this new concept. "Treat yourself, you deserve it!

• #28 by Luis Martino on 11/23/15 - 3:34 PM

  

  I found this post to be very interesting as I have not really realized the truth to this new trend, until I noticed how frequently some of my family members participate in self-gifting. I personally credit this increase in self-gifting, 59% of shoppers, to the easiness and availability that online shopping has become. As companies such as Tradesy and Groupon keep sending daily e-mails to customers with local and online deals, people are going to keep feeling that they should buy certain things as they are at purchasing these at a "bargain" price.

• #29 by Sedika Elliott on 11/27/15 - 11:49 PM

  

  Self-Gifting in my opinion is a brilliant idea of marketing and advertising catches. Appealing to the individual needs, wants and desires are definitely in my opinion eye catching, because everyone feel like they work hard and deserves a treat now and again. I do think it's a good approach and I definitely engage in self-gifting especially after a long week.

• #30 by Jackie Garcia on 1/15/16 - 6:04 PM

  

  I hadn't noticed that growing popularity of this trend until reading this article and realizing that almost everyone around me participated in "self-gifting" at one point during the holidays as a way to reward themselves. In my opinion, everyone at some point has engaged in "self-giving", including myself! I think it is a brilliant idea for companies to market this and is a brilliant advertising idea because everyone feels as if they deserve an extravagant gift for a job well done.