As the Holiday shopping season continues, shoppers are self-gifting more than ever, according to Time magazine.
Over the Thanksgiving holiday, almost 30 percent of purchases were not made to be gifted, but were for the buyer instead, Reuters reported.
Self-gifting, or buying yourself gifts during the holiday shopping season instead of shopping for gifts for others, has become a growing trend, according to Times.
According to a National Retail Federation survey, 6 in 10 shoppers self-gifted during the 2014 winter holidays, but it is the same amount of self-gifters as in 2012, Times reported.
Surveys from the National Retail Federation show that 77 percent of shoppers took advantage of discounts to buy for themselves over the Thanksgiving holiday weekend, according to Reuters.
Everything but toys are items that shoppers out purchasing during holiday deals will buy for themselves, according to Reuters.
During this holiday shopping season, shoppers are expected to spend about $127 on themselves, which is less than the $135 they were likely to spend on themselves in 2013, according to Time.
According to the survey, there are three types of holiday shoppers: those buying special things like outfits and decor in order to be more social; those delaying purchases because they are expecting bargains and those who are buying on impulse based on what's available, Reuters reported.
The impulse buyers are a the main target for retailers with major discounts and door buster deals, according to Reuters.
