Go ahead and buy yourself that discounted cashmere sweater today. You deserve it. Wait. What? You had already planned to do just that? Yeah, we thought so. The National Retail Federation reports that "self-gifting" is poised to hit a 10-year high this year, with shoppers set to spend an average of $140 on themselves during the holiday season. NPR takes a look at what's fueling the spending: killer discounts, sales that start earlier than ever, and marketing specifically designed to target self-gifters. And it must be working: The NRF says 59% of holiday shoppers admit they're going to self-gift this year.