Forget Santa. This year, the more apt mascot may well be the Grinch.

Over the upcoming holiday shopping season, consumers are increasingly opting to spend more on themselves, rather than others. That's according to the results of the 30th annual Deloitte survey of consumer spending trends for the holidays, released Tuesday.

So if you're wondering how best to reach consumers during the busiest buying season of the year, you might do well to focus on the shoppers themselves. Here are five key takeaways from the survey.

1. Help customers shop for themselves.

On average, holiday shoppers will spend a total $1,440 across all categories, an increase of 12.5 percent compared to 2014. Yet consumers on average will spend $976 of this total on items for themselves, an increase of 16 percent compared to last year. Half of shoppers say they will shop for themselves when shopping for others, an increase of 7 percentage points compared to 2014. Meanwhile, the number of gifts consumers will purchase for others remains flat year over year, at 14. 

2. Ready your website for holiday traffic.

Eighty-percent of shoppers will do research online before making any purchases this year. And nearly three quarters of shoppers will check out your website specifically for items they want to buy before making purchases in your store. More than half will do the reverse; they'll go to your store or showroom to check out your products before going online to find the best prices. Those who shop in bricks and mortar stores as well as online and via mobile devices will spend 75 percent more than those who shop only in physical stores.

3. Reach out to your best customers.

Three quarters of all shopping will occur at sites and stores consumers have visited before. However, 72 percent said they'd try a new site or physical store than in the past. More than half said they will try a new website; less than half said they'd visit a discount or value store; and more than a quarter said they'd visit a pop-up shop or seasonal fair. Deloitte did not compare these numbers to prior years.

4. Forget Black Friday.

More than half of shoppers said they don't rely on Black Friday to make purchases. Forty-four percent said they will wait until December or later to shop, an increase of five percentage points compared to 2014.

5. Eliminate shipping fees.

Nearly three quarters of shoppers said they plan to take advantage of free shipping offers. Fifty-five percent said they favored easy returns and retailers that allow price matching.

"A major category shift is underway," said Rod Sides, vice chairman, Deloitte in a press release. "Shoppers have much more than gifts in their line of sight." 

Deloitte's survey is based on responses from 4,000 consumers, conducted in late September.