For example, clothing giant J.Crew recently launched a campaign with the tagline, “To: You – From: You.” Also, Zappos, the online shoe retailer, is running ads saying “buy it for yourself.”
So far, experts say the “me” campaigns are working. A recent survey found that 60% of holiday shoppers plan to buy for themselves.
So, why is buying for “me” in? Experts say that the tough economy has caused a lot of people to put off splurging on themselves for most of the year. With the holidays, most shoppers want to treat themselves for being good. Experts say that stores are marketing “me” presents as “gifts” because surveys show it helps shoppers justify their self-splurges.
So is it wrong to shop for yourself at the holidays? Not as long as you follow the same rule you should use the rest of the year: If you’re buying it because you need it, regardless of whether it’s on sale, don’t feel guilty. If you’re only buying it because it’s on sale and you wouldn't buy it if it were regularly-price, skip it.