A new Consumer Reports poll has exposed the secret, selfish underbelly of electronics shopping on Black Friday weekend: It isn’t all about buying for friends and family. A lot of consumers plan to buy gear for themselves.

In the nationally representative telephone poll of 1,000 adults, conducted by the Consumer Reports National Research Center in early November, some 70 percent of those who planned to shop on Black Friday weekend said they would be looking for electronics. While 78 percent of those gear buyers will be gift shopping, 55 percent will be shopping for themselves. That was among the highest percentages of “self-gifting” for any category.

However, buyers in the leading product category that electronics buyers will be seeking over the Black Friday weekend, video games and accessories, are much less selfish than electronics shoppers overall; only 21 percent say they’ll be shopping for themselves. —Paul Reynolds