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Self-Gifting: The Holiday Shopping Trend Retailers are Going to Love!

Self-Gifting: The Holiday Shopping Trend Retailers are Going to Love!

On November 11th, thousands of Chinese people celebrated Single’s Day, a holiday where people who aren’t in a committed romantic or family relationship buy themselves gifts. It’s a huge event for Chinese retailers, and I’ve heard more than a few retailers lament the fact we don’t have the same holiday here.

Luckily, it turns out, according to Digiday, that Black Friday and Cyber Monday have some very important qualities in common with Single’s Day. While these dates are traditionally celebrated as the beginning of the holiday shopping season, increasing numbers of buyers are taking advantage of the special deals to buy things they want for themselves – often postponing gift buying until later in December.

[Tweet “In 2015, 60% of Black Friday and Cyber Monday shoppers were purchasing items for themselves.”]

The phenomenon is known as “self-gifting”. The National Retail Federation reports that in 2015, 60% of Black Friday and Cyber Monday shoppers were purchasing items for themselves; this number is expected to rise to 64% this year.

Use Your Website Data to Connect with Self-Gifters Effectively

The self-gifting trend is important, because it means the average customer will spend more during the holiday season. Capitalizing on this trend does mean understanding that people will shop for themselves differently than they do for other people: while the holidays have a built in deadline for gift giving, self-gifting purchases are often larger items that the buyers are willing to wait for in order to save money. Website data can be critical here: determining which items a customer has viewed repeatedly, perhaps even put into their cart a few times, makes it possible to craft the personalized recommendations that urge these buyers to take advantage of Black Friday or Cyber Monday deals that will be of most interest to them.

Also important: there’s no hard and fast boundary on when self-gifting season begins and ends. We’re seeing peak activity during established shopping holidays like Black Friday and Cyber Monday. However, there’s definitely room for the concept to expand. Encouraging self-gifting earlier in the season – perhaps on Single’s Day – or throughout the year can have a positive impact on the relationship between customer and brand, as well as overall sales revenue.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

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As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

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