72% of Consumers Splurge On Themselves – But What Do They Buy?

By Jennifer Sikora, vice president of Marketing, CivicScience

Consumers do not seem hesitant to splurge on themselves, particularly since data shows that overall U.S. consumer confidence in personal finances is higher now than one year ago. The majority of U.S. consumers take opportunities to splurge – but their choices on what that splurge involves vary widely.

In a recent consumer research study conducted by CivicScience, the data show that 72% of 16,857 consumers polled admit that they splurge on themselves. Respondents were asked to pick from a range of options – both goods and services – to indicate their go-to choice when they make a splurge purchase. A clothing shopping spree is the highest-ranking choice overall among those who splurge, but there is a lot more to learn about those who select any of the splurge options.

The first table below highlights attributes of those respondents who are more likely to select any of the “tangible” products – luxury designer products, expensive liquor, jewelry, and clothing shopping sprees – over other splurge choices...

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