# Grinch-Like Gifting Ads The Sorry, I Spent It on Myself Ad Encourages Gifting Yourself By Laura McQuarrie | Published 2013-12-17 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/sorry-i-spent-it-on-myself References: [harveynichols](http://www.harveynichols.com/hnedit/2013/11/27/sorry-i-spent-it-on-myself/) & [harveynichols](http://www.harveynichols.com/womens-1/e-boutiques/sorry-i-spent-it-on-myself/for-them.html) The ’Sorry, I Spent It On Myself’ Harvey Nichols Christmas commercial carries on with its tongue-in-cheek ads that encourage buying more for yourself than for others. The ’Sorry, I Spent It On Myself’ commercial shows gift recipients quickly overcoming the joy of unwrapping a Christmas gift when they find out it’s something lame like a box of toothpicks, paperclips or rubber bands. As the camera pans away from the sad faces of the people who received an item from the ‘Sorry, I Spent It On Myself’ collection, splurges like the fantastic purses and gorgeous dresses that inspired these Scrooge-like gifts can be seen. As mean-spirited as this campaign is, it’s a cheeky way to promote the shop for the ‘Sorry, I Spent It On Myself’ collection, which brings up an empty page and encourages shoppers to buy something else from Harvey Nichols. ## Trend Insights (Trend Hunter) - Score: 1.2/10 - Popularity: 5% | Activity: 24% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### What's Driving This Trend - **Self-gifting:** The trend of self-gifting is on the rise as consumers prioritize indulging themselves with luxurious products. - **Tongue-in-cheek Advertising:** The use of humorous and satirical advertisements that playfully mock traditional gift-giving is gaining popularity among brands. - **Personalized Shopping Experiences:** Brands are focusing on creating personalized shopping experiences that cater to the individual preferences and desires of consumers. ### Who This Affects Most - **Luxury Retail:** Luxury retail brands can capitalize on the self-gifting trend by promoting high-end products as a means of self-indulgence. - **Advertising and Marketing:** The demand for creative and humorous marketing campaigns presents an opportunity for advertising agencies to create innovative tongue-in-cheek advertisements. - **E-commerce:** E-commerce platforms can enhance the personalized shopping experience by leveraging data analytics to recommend products based on individual preferences and behavior. ## Related on Trend Hunter - [Festive Shoppable Choirs](https://www.trendhunter.com/trends/shoppable-choir.md) - [Comedic Christmas Parodies](https://www.trendhunter.com/trends/reinfell-ad.md) - [Iconic Character-Inspired Campaigns](https://www.trendhunter.com/trends/etsys-christmas-ad.md) - [Mischievous Gift Deliveries](https://www.trendhunter.com/trends/the-grinch.md) - [Creative Gift Wrap](https://www.trendhunter.com/trends/clash-royale.md) - [Festive Fairytale Campaigns](https://www.trendhunter.com/trends/gift-happily-ever-after.md) - [Leather Goods-Focused Holiday Campaigns](https://www.trendhunter.com/trends/leather-goods1.md) - [Heartfelt Christmas Campaigns](https://www.trendhunter.com/trends/gifting-hour.md) - [Festive Carnivorous Plant Ads](https://www.trendhunter.com/trends/snapper-the-perfect-tree.md)