THE BRONX - If you've mixed in gifts for yourself while holiday shopping this year, you're not alone.

The average holiday shopper is expected to spend more than $700 this year, and about $130 will be spent on items they won't wrap or give away to others, which is a 45 percent jump over the past decade.

According to one consumer psychologist and marketing professor, online shopping has contributed to the growing holiday trend, not only making it easier to shop for gifts, but also to do some self-indulgence.

Most shoppers say that while they may be self-gifting, it doesn't mean they aren't giving gifts too.