REPORT
Nov 13, 2020
Why do Americans buy themselves gifts and treats?

From impulse-buys and spontaneous purchases that celebrate reaching a goal to practical gifts that are made to last, the reasons why people might buy gifts for themselves are varied. Canvas8 polled 1,000 Americans and spoke to six people to find out what prompts them to self-gift.

VOXPOP
RIBBONED REWARDS
SELF-CARE
STYLISH SENTIMENTS
COSTLY HABITS
EXPERIENCE-BUYER
WORK PERKS
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Scope

As most of the Christmas song canon will attest, generosity and gift-giving are synonymous with the holiday spirit. And despite the harsh economic blows dealt by the pandemic, holiday gifting is not going anywhere. According to Morning Consult, 49% of shoppers are most likely to spend the same amount on gifts in 2020 as they did in 2019 but 39% are cutting back. The same report finds that younger generations, Black consumers, and city-dwellers are the most likely to spend more on gifting. [1]