Millennials’ Treat Yo’Self mentality is impacting their holiday shopping, with more buying themselves gifts than ever before.

Millennials’ Treat Yo’Self mentality is impacting their holiday shopping, with more buying themselves gifts than ever before. The NRF found that self-gifting rose by 13% year-over-year to a record high of 31% of overall consumers and 44% of 18-24-year-olds. Their buying behavior could have been spurred on by record deals: retailers slashed prices 47.9% on average this Black Friday compared to 45.2% last year. The deep discounts were good news for bargain-hunting holiday shoppers but could be a sign of desperate times for retailers. (Forbes)