CHICAGO – Holiday shoppers are spending money on gifts for others, but also on things for themselves, CNBC reports. NPD Group analyst Marshal Cohen pointed out that more consumers are splurging on themselves than in the past.

A recent NPD survey showed 91% of consumers will “definitely” shell out more on gifts for themselves this holiday, while 40% are thinking about spending on themselves. “When the economy is doing well, and the consumer is feeling confident ... that gives us the ability to spend and buy for ourselves more freely,” Cohen said. “The consumer is in the right place right now and not worried about buying later.”

Retailers are making it easy on shoppers by stocking “key” items for self-gifting like winter-weather apparel and electronics this year, rather than the prepackaged gift sets designed for others. Other self-gifting items include athletic apparel, boots, cookware, smartphones and sweaters.

This year, “there definitely is more self-gifting,” said Neil Saunders, GlobalData retail managing director. “More people this year treated themselves over Black Friday. … Some of it is down to improved confidence and sentiment, and household finances.”

Cohen recommended retailers keep their stock of “self-gifting” items plentiful and at attractive price points to capture those shoppers even after the holiday season ends.