# KPMG Report Reveals Self-Gifting Trends Driving Holiday Spending

> As holiday shopping approaches, KPMG's report shows a rising trend in self-gifting, with 57% of consumers planning to treat themselves. Retailers can capitalize on this shift by understanding and catering to customers' desires for personal gratification.

**Source**: kpmg.com | **Published**: 2026-10-21 | **Type**: article

## Key Facts

- 57% of consumers plan self-gifts, indicating a robust market for personal spending this holiday.
- Average self-spending rises 18% to $354, highlighting increased consumer confidence and willingness to spend.
- 67% of self-gifters seek rewards, revealing emotional drivers that retailers can leverage for targeted marketing.
- 54% cite sales as motivators, suggesting competitive pricing strategies are crucial for capturing self-gifting demand.
- Retailers must align messaging with consumer values to thrive, indicating a strategic shift towards personalized marketing.

## Summary

KPMG's latest Consumer Pulse report reveals a significant trend in holiday shopping: for the fourth consecutive year, over half of consumers plan to indulge in self-gifting. This year, 57% of respondents intend to purchase gifts for themselves, marking an 18% increase in average self-spending to $354 compared to last year. This shift highlights a growing consumer inclination toward rewarding themselves, with 67% of self-gifters citing personal gratification as their primary motivation. 

The report indicates that holiday sales and promotions are also a substantial driver for self-purchases, with 54% of consumers influenced by these offers. Julia Wilson, KPMG U.S. Principal in Consumer & Retail Strategy, notes that self-gifting has become an established behavior in holiday spending. Even as consumers remain cautious about their budgets, many are prioritizing expenditures that feel rewarding or meaningful. This trend signals a potential shift in consumer priorities, where personal satisfaction takes precedence alongside traditional gift-giving.

In the current economic climate, where inflation and economic uncertainty are prevalent, the rise in self-gifting suggests a resilience among consumers. This behavior may reflect a broader desire for personal fulfillment in the face of external pressures. Retailers should take note; those that can effectively communicate value and connect with the motivations behind self-gifting are likely to capture a larger share of this market. 

The competitive dynamics in retail are shifting as brands adapt to these consumer behaviors. Companies that understand the emotional drivers behind self-gifting can tailor their marketing strategies to resonate with consumers. This could involve emphasizing the personal significance of products or creating targeted promotions that appeal to self-gifters. 

As self-gifting becomes a more entrenched aspect of holiday spending, retailers must also consider how to integrate this trend into their broader strategies. This could include developing loyalty programs that reward self-gifting behaviors or launching campaigns that celebrate personal achievements and milestones. 

Looking ahead, the implications of this trend extend beyond the holiday season. As consumers increasingly prioritize self-care and personal rewards, businesses may need to rethink their product offerings and marketing approaches year-round. This shift could lead to the emergence of new categories and services designed specifically for self-gifters, creating opportunities for innovation and differentiation in a crowded market. 

In summary, the KPMG Consumer Pulse report highlights a significant trend in consumer behavior that has implications for retailers and brands. By understanding the motivations behind self-gifting, companies can position themselves to capitalize on this evolving market dynamic, ultimately shaping the future of retail in a more consumer-centric direction.

## Entities

- **Companies**: KPMG
- **Technologies**: AI
- **People**: Julia Wilson

## Key Concepts

self-gifting, holiday spending, consumer behavior, budget mindfulness, retail strategies, sales promotions, personal rewards, consumer spending

## Definitions

- **self-gifting**: The practice of purchasing gifts for oneself, particularly during the holiday season.
- **consumer behavior**: The study of how individuals make decisions to spend their available resources on consumption-related items.
- **budget mindfulness**: The awareness and consideration of one's financial limits when making spending decisions.
- **retail strategies**: Approaches employed by retailers to attract customers and enhance sales, particularly during peak shopping seasons.
- **sales promotions**: Marketing strategies aimed at increasing consumer interest and sales through discounts or special offers.

## Use Cases

- Retailers connecting with self-gifting motivations
- Targeted marketing during holiday seasons
- Promoting sales and discounts to encourage self-purchases
- Using AI to analyze consumer spending patterns
- Creating personalized shopping experiences
- Developing strategies for budget-conscious consumers

## Frequently Asked Questions

**What is the trend in self-gifting for the holiday season?**

Over half of consumers plan to purchase gifts for themselves this holiday season, with 57% indicating they will engage in self-gifting. This trend reflects a growing acceptance of treating oneself during festive times.

**How much are consumers expected to spend on self-gifting?**

Consumers are expected to spend an average of $354 on self-gifting, which marks an 18% increase from the previous year. This indicates a significant rise in the willingness to spend on personal rewards.

**What motivates consumers to engage in self-gifting?**

The primary motivation for 67% of self-gifters is to treat or reward themselves. This suggests that emotional and psychological factors play a crucial role in the decision to purchase gifts for oneself.

**How do holiday sales influence self-gifting?**

More than half of consumers, specifically 54%, report that holiday sales and promotions are key drivers for their self-purchases. Retailers can leverage this insight to enhance their promotional strategies.

**What should retailers focus on to capture self-gifting demand?**

Retailers should connect with the motivations behind self-gifting and communicate the value of their products effectively. This approach will help them better position themselves to meet the demand during the holiday season.

## Links

- [Read on Welcome.AI](https://welcome.ai/content/kpmg-report-reveals-self-gifting-trends-driving-holiday-spending)
- [Original source](https://kpmg.com/us/en/media/news/kpmg-consumer-pulse-2026.html)

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Source: Welcome.AI | https://welcome.ai/content/kpmg-report-reveals-self-gifting-trends-driving-holiday-spending