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THE RETURNER Shoppers who were lured into stores by bargains gleefully loaded up on everything from discounted tablet computers to clothing early in the holiday season. But soon after, many of them were rushing back to return the items they bought. For instance, Elizabeth Yamada, 55, of Fort Lee, N.J., says she got caught up with the shopping frenzy over the Thanksgiving weekend and picked up a $350 coat that was marked down more than 50 percent off at Macy's. She ended up returning the item one week later. "It was nice, but I didn't need it," says Yamada, who works part-time as a waitress and a hospital aide. "It was impulsive shopping. But I am doing more reflecting." It's all about buyer's remorse. For every dollar stores take in this holiday season, it's expected they will have to give back 9.9 cents in returns, up from 9.8 last year, according to the a survey of 110 retailers the NRF. It would be the highest return rate since the recession. In better economic times, it's about 7 cents. Stores have themselves to blame for the higher returns. They lured shoppers in with deals of up to 60 percent off as early as October. Because of the deals, shoppers spent more than they normally would. And retailers' return policies have been more lax since 2008, with some sweetening their policies even more this year.
THE "ME" SHOPPER One for you; one for me. After scrimping on themselves during the recession, Americans turned to shopping for themselves. It's a trend that started last year but became more prevalent this season. According to the NRF, spending for non-gift items will increase by 16 percent this holiday season to $130.43 per person. That's the highest number recorded since it started tracking it in 2004. "This season, the consumer put herself ahead of the giving," says Marshal Cohen, chief industry analyst with market research firm The NPD Group. Betty Thomas, a health care coordinator at a hospital in Raleigh, N.C., says she spent $1,700 on a ring and bracelet for herself and a rug for her home during the holiday season. That's up dramatically from the $200 she spent last year. "I have been putting other people first," Thomas says. "I definitely felt I earned it." Stores have been encouraging such self-gifting. AnnTaylor's campaign "Perfect Presents: One for you. One for her" highlighted merchandise like brightly colored sweaters. Brookstone's print ads urged shoppers to get accessories for their iPads and other electronics with the words: "gifts for your gadgets." And Shopittome.com, an online site that alerts consumers to clothing sales they're interested in, launched "Treat Yourself Tuesday" after Thanksgiving weekend.
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