Most Black Friday Shoppers Buy for Themselves

What's Hot

Do This or Your iPhone Bill May SkyrocketSave

23 Upgrades Under $50 to Make Your House Look AwesomeAround The House

Trump Worth $10 Billion Less Than If He’d Simply Invested in Index FundsBusiness

11 Places in the World Where You Can Afford to Retire in StyleMore

What You Need to Know for 2017 Obamacare EnrollmentFamily

8 Things Rich People Buy That Make Them Look DumbAround The House

32 of the Highest-Paid American SpeakersMake

Amazon Prime No Longer Pledges Free 2-Day Shipping on All ItemsMore

More Caffeine Means Less Dementia for WomenFamily

9 Tips to Ensure You’ll Have Enough to RetireFamily

30 Awesome Things to Do in RetirementCollege

5 Spots Where Retirees Can Live for Less Than $40,000Real Estate

10 Ways to Reduce Your Homeowner’s Insurance RatesFamily

10 Ways to Pull Together the Down Payment for a HomeCredit & Debt

Chew on This: The Story Behind Your Hershey’s Halloween TreatsBusiness

"Oh, wow, how sweet of me! I shouldn't have!" More than half of Americans will spend an average of $140 on "presents" for themselves this shopping season.

A National Retail Federation study says “self-gifting” is at an all-time high…

As a nod to just how much shoppers enjoy taking advantage of retailers’ holiday promotions to treat themselves to something nice, consumers are expected to spend the most on non-gift items in the survey’s 10-year history. Six in 10 shoppers (59.0%) plan to spend an average of $139.92 on “self-gifting” this holiday season.

Seven in 10 (71.5%) young adults ages 18-24, often the ones seen standing in the long lines for retailers’ midnight and early-bird Black Friday promotions, will spend an average of $159.62 – the highest percent of any age group, though not the most amount of money. Adults ages 25-34 will spend the most at $175.65.

“It looks like young adults have the ‘one for you two for me’ mentality about the holiday season this year, which is surprising given that this is also the age group that typically doesn’t have the income or ability to splurge,” said BIGinsight Consumer Insights Director Pam Goodfellow.

The study found lots of other interesting nuggets, including that most people want gift cards, and almost half of Americans started holiday shopping by October. We’ll also spend more on average this year than last.

Stacy Johnson

It's not the usual blah, blah, blah

I know... every site you visit wants you to subscribe to their newsletter. But our news and advice is actually worth reading! For 25 years, I've been making people richer without making their eyes glaze over. You'll be glad you did. I guarantee it!


Read Next: 7 Ways to Save More at Big Lots

Check Out Our Hottest Deals!

We're always adding new deals and coupons that'll save you big bucks. See the deals to the right and hundreds more in our Deals section.

Click here to explore 1,681 more deals!