Nearly one-quarter of Americans buy themselves gifts on holidays

The term "treat yourself" is taken seriously by almost 1/4 of Americans according to a study by Mintel which revealed that 22 percent of Americans buy themselves gifts on holidays. Holiday self-gifting is most popular among younger generations as 24 percent of iGeneration consumers (aged 18-22) and 27 percent of Millennial consumers (aged 23-40) say they buy themselves gifts on holidays compared to just 14 percent of those in the World War II/Swing generation (aged 72+).