These Are The Gifts Millennials Are Buying THEMSELVES This Holiday

‘Tis the season to treat yo’self. Millennials are shopping for themselves as they shop for others, and we asked what they’re self-gifting this year…

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.

Ypulse’s own holiday shopping survey asked young consumers exactly who they planned to buy gifts for this holiday season—and 38% of 18-36-year-olds told us they actually planned to buy gifts for themselves. So before the impulse buys even kicked in, these young consumers were strategizing to take advantage of the shopping season to buy their own goodies. In addition, their estimated spending on things for themselves this holiday season was nearly as high as their estimated spending on things for others. Wondering what they wanted to fill their own personal stockings with? Don’t worry, we also asked those who planned to shop for themselves exactly what they planned to buy. Here are their top responses:

*This was an open-end response question to allow us to capture the full range of items that Millennial consumers planned to buy themselves for the holidays—without our preconceived ideas shaping their responses. As with any qualitative question, the responses include those that are top of mind and those that are most popular. The lists are ordered according to number of responses received, and alphabetically when ties occurred.

What Gifts Are They Buying for Themselves?

18-36-year-olds

  1. Clothing / Accessories
  2. Shoes /…
 
 

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The Newsfeed

Quote of the Day: “The [financial] industry has been slow to adapt to the ways in which young people want to be communicated with and to communicate with each other.”—Ian Rosen, CEO, StockTwits (YPulse)

Instagram users can now purchase products without leaving the app. The platform’s shopping tags are evolving to allow users to check out directly inside the app from about 20 retailers using saved payment and shipping information. The move doesn’t just give Facebook a direct cut of each sale, but also allows the platform to collect data that they’ll leverage in their ad targeting. Instagram’s influence over young consumers’ purchases continues to skyrocket, and according to our Shoppability trend, 72% of Gen Z & Millennials are open to buying products on social media. (Recode)

Disney and MAC Cosmetics are debuting a nostalgic makeup line for Aladdin fans. The Disney Aladdin collection features lipstick, an eyeshadow palette, and bronzer in jewel and metallic hues that Princess Jasmine might wear with her bright turquoise outfit. The partnership is part of the lead-up to the live-action Aladdin’s debut, and isn’t MAC’s first time introducing fans to whole new worlds of Disney-themed cosmetics. In the past, they’ve also released Cinderella and Disney villains-themed lines. (Teen Vogue)

Google announced their ambitious plan to become “the future of gaming:” a cloud-based streaming service called Stadia. Gamers will be able to play across device (phones, TVs, tablets, etc.) without waiting for the title to load in a YouTube-connected setting. That means viewers can instantly play titles featured in videos and stream their own gameplay to YouTube—which could challenge industry leader, Amazon-owned Twitch. The Netflix-like service is set to launch this year. (The Verge)

Instagrammable dim sum is going global. The craze stared in Hong Kong, where Social Places serves up bao made to look like tiny pigs and charcoal custard bao filled with “a thick liquid that oozes out like lava,” introducing three or four new incarnations each month to keep customers coming back. Meanwhile at Disneyland Hong Kong, Crystal Lotus customers dine on buns that look like their favorite animated characters, including Frozen's Olaf. In the U.S., San Francisco’s Chili House and New York’s RedFarm are some of the first to take on the trend. (Bloomberg)

Netflix’s next choose-your-own-adventure series lets viewers chart Bear Grylls’ journey through the wilderness. Soon, Netflix viewers will have the chance to become outdoors experts from the comfort of their couches, as they make the survival show celebrity’s choices as he traverses tricky situations. Grylls himself says that he’s “giving viewers an all-access pass to explore the world and its landscapes in my boots” and that “For the first time, my survival is in your hands.” (THR)

Quote of the Day: “One of the biggest myths about Millennials is that they do not want to engage with human beings, especially if a chatbot, app, or a website can be deployed.”—Xiomara Lorenzo, Director, Society of Grownups (YPulse)

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