By Hadas Kuznits

PHILADELPHIA (CBS) – A new survey indicates shoppers seem to be treating themselves this year.

When it comes to holiday shopping, many consumers are making sure they buy gifts for some very special people – themselves!

“I have looked mainly for me so far, but I do need to look for other people, it is coming up isn’t it?!” said one shopper.

According to an America’s Research Group UBS survey, 36 percent of consumers plan to buy gifts for themselves, compared to just 29 percent last year.

“I think I go to a store and remember that I wanted something, so I just go in and pretty much get it,” another shopper explained.

And the National Retail Federation says 60 percent of shoppers make additional non-gift purchases for themselves.

“If something’s really cute, then I’ll say, ‘Oh yeah, I should get one for myself! Why not?’” another shopper said.

Because after all, who knows you better than you?

“Exactly! That’s what I love about it!”