In this special holiday edition of the Local Watch Report, we look at a unique segment of consumers called “Gift Splurgers”: purchasers who shower their loved ones with gifts and spend their money rather than save it, much to the delight of retailers. Marketers will find a much easier time getting this group to shop early and shop often this holiday season.

These Gift Splurgers are typically willing to pay more for high-quality items and can be influenced by celebrity endorsements. In fact, over a quarter (26%) of all U.S. adults fall into the Gift Splurger category. Our report also notes that this group tends to be multicultural (black, Hispanic or Asian/other) and, not surprisingly, also have kids in the home. Perhaps most importantly, we found that marketers can reach 85% of the Gift Splurgers through broadcast television and 64% of this group can be reached simply by advertising on the local news!

Q: What is a “Gift Splurger”?

A: Someone who says they like to shower their loved ones with gifts and considers himself or herself more of a spender rather than a saver.