DENVER (CBS4)– More shoppers are buying gifts for themselves this holiday season.

A national consumer analyst said 57 percent of shoppers are buying a gift for themselves, in addition to crossing others off their gift list.

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Black Friday deals brought shoppers in droves to the malls and big box stores. Retail numbers suggest that more than one-third of those purchases were not put under the Christmas tree.

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Not surprisingly, retailers love the trend. The theory, according to psychologists, is that when a shopper buys something for his or herself, he or she is more likely to feel the need to buy a gift for someone else eventually.

Economists said holiday spending is good for the economy, no matter who is on the receiving end.

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