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  • Would you buy loved ones sub-standard gifts to splurge on treats for yourself?
  • Would you buy loved ones sub-standard gifts to splurge on treats for yourself?
    Harvey Nichols (2013) ©
CASE STUDY

Why is Harvey Nichols encouraging seasonal selfishness?

Harvey Nichols’ special Christmas collection encourages people to buy “a little something” for their loved ones – so they can buy “a bigger something” for themselves.

Location United Kingdom

Scope
"I love new clothes," gushes Confessions of a Shopaholic protagonist Sophie Kinsella. "If everyone could just wear new clothes every day, I reckon depression wouldn’t exist anymore." [1] Whether or not they're afflicted by a full-blown shopping addiction, many can relate to the relief of retail therapy, with almost two thirds of shoppers buying things to cheer themselves up. [2]

Keeping this in mind, "a little something for them, a bigger something for you" is the ethos Harvey Nichols is encouraging their customers to shop by this Christmas. With a predicted £40 billion at ...

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