New Castle News

Community News Network

December 18, 2012

Self-gifters increasingly stuff their own holiday stockings

(Continued)

Many consumer-behavior experts say people feel more entitled to gifts than they once did. Marketers home in on this feeling and shopping symbiosis ensues. "People feel more deserving than they did, broadly," Hanft said. "Fifty years ago if you asked people, 'Is it appropriate to buy yourself a gift?' They would have said: 'Wrong.' Now a huge number says it's right. I think that's a sea change in values."

Kit Yarrow, a Golden Gate University professor of business and psychology, said marketers have "hammered home the point that: 'You deserve something.' For previous generations, gratitude had a bigger role in gift-giving. People's expectations of what they should have are different." In her book "Gen Buy," Yarrow focused on buyers in their 20s and teens and argued that the concept of giving yourself a present registers much differently for younger Americans.

Which is to say, it doesn't. "They've been exposed their whole life to this idea that you're special, you deserve it," she said.

The BIGinsight poll found that 72 percent of shoppers 18 to 24 said they planned to shop for themselves, compared with lower percentages as people age. Of people 55 to 64, for example, 50 percent said they planned to buy non-gifts during the holiday season.

In the past decade, advertising has increasingly reflected this. Last holiday season saw — in addition to J. Crew's "To: You, From: You" — the Gap's "Tuck Yourself In" and "One for you, one for me" from Starbucks. Such ads, said Yarrow, "became a mantra for everyone."

Shoppers like Pentagon City's Wyder-flowers are bombarded by conflicting messages about gift-giving. Piles of faux gifts and oversize checklists of people to buy for compete with ad campaigns like BCBG's "Have you been naughty or nice?" and Macy's "Treat yourself."

Text Only | Photo Reprints
Community News Network
  • Dangerous Darkies Logo.png Redskins not the only nickname to cause a stir

    Daniel Snyder has come under fire for refusing to change the mascot of his NFL team, the Washington Redskins. The Redskins, however, are far from being the only controversial mascot in sports history.  Here is a sampling of athletic teams from all areas of the sports world that were outside the norm.

    July 28, 2014 3 Photos

  • 'Rebel' mascot rising from the dead

    Students and alumni from a Richmond, Va.-area high school are seeking to revive the school's historic mascot, a Confederate soldier known as the "Rebel Man," spurring debate about the appropriateness of public school connections to the Civil War and its icons.

    July 28, 2014

  • Fast food comes to standstill in China

    The shortage of meat is the result of China's latest food scandal, in which a Shanghai supplier allegedly tackled the problem of expired meat by putting it in new packaging and shipping it to fast-food restaurants around the country

    July 28, 2014

  • wd saturday tobias .jpg Stranger’s generosity stuns Ohio veteran

    Vietnam War veteran David A. Tobias was overwhelmed recently when a fellow customer at an OfficeMax store near Ashtabula, Ohio paid for a computer he was purchasing.

    July 28, 2014 1 Photo

  • Screen Shot 2014-07-28 at 1.33.11 PM.png VIDEO: High-dive accident caught on tape

    A woman at a water park in Idaho leaped off a 22-foot high dive platform, then tried to pull herself back up with frightening results. Fortunately, she escaped with only a cut to her finger.

    July 28, 2014 1 Photo

  • CATS-DOGS281.jpg Where cats are more popular than dogs in the U.S.-and all over the world

    We all know there are only two types of people in the world: cat people and dog people. But data from market research firm Euromonitor suggest that these differences extend beyond individual preferences and to the realm of geopolitics: it turns out there are cat countries and dog countries, too.

    July 28, 2014 1 Photo

  • How spy agencies keep their 'toys' from law enforcement

    A little over a decade ago, federal prosecutors used keystroke logging software to steal the encryption password of an alleged New Jersey mobster, Nicodemo Scarfo Jr., so they could get evidence from his computer to be used at his trial.

    July 25, 2014

  • Russia's war on McDonald's takes aim at the Filet-o-Fish

    Russia said earlier this week that it had no intention of answering Western sanctions by making it harder for Western companies to conduct business in Russia.
    But all bets are off, apparently, when you threaten the Russian waistline.

    July 25, 2014

  • cleaning supplies Don't judge mothers with messy homes

    I was building shelves in my garage when a neighbor girl, one of my 4-year-old daughter's friends, approached me and said, "I just saw in your house. It's pretty dirty. Norah's mommy needs to clean more."

    July 25, 2014 1 Photo

  • Arizona's prolonged lethal injection is fourth in U.S. this year

    Arizona's execution of double-murderer Joseph Wood marked the fourth time this year that a state failed to dispatch a convict efficiently, according to the Constitution Project, a bipartisan legal group.3

    July 24, 2014

House Ads
Poll

The Steelers opened training camp this weekend. How do you see them faring this season?

Super Bowl
Division champs
Wild card team
Missing playoffs for a third straight year
     View Results