On Self-Gifting
After scrimping on themselves for the whole year, many consumers finally let loose towards the end and gave in to self-gifting. A lot of people went overboard probably due to the sense of deprivation felt during the year as they tried to live within the dictates of the economic reality. This has largely resulted to buyers’ remorse where many regret the purchases they made on impulse.
Stores are of course encouraging self-gifting as in any other way that could result to increased sales. Self-gifting can easily be understood as putting one’s self first in gift-giving. People who bought into the idea felt that it was long overdue and that it finally provided them a break from always putting other people first.
Self-gifting is about “me”, “myself”, “mine”. Industry observers see this type of shopper as a very recent addition to the existing types like the sale buyers and the impulsive buyers, among others. Many see this not as an act of selfishness but as an act of better appreciation of one’s self after putting in all the hard work to earn the money used to buy these gifts.
Consumerism which is the desire to purchase goods more than the amount that is actually needed has been with us since the early times. It is never more evident than during holidays where everyone just have to have everything that is on sale even when the items are clearly not needed. By everyone, we mean people who have money, actual or expected - plastic or real currency.
There is nothing wrong in gifting one’s self. Actually it is one of the little joys in life that we should get to enjoy every once in a while. However, it should not be more than what we can afford in relation to these very difficult times.
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