Shopping is a rational endeavour used by all evolved human beings. However, our senses, physiological signals, motives etc. work on rational brains and greatly influence our shopping behaviour. At times, we make impulsive and self-rewarding purchases, especially during holiday shopping. Definitely, it ensures relaxation; connectedness, boosts self-confidence and a sense of mastery. We are also pre-wired to respond to excitement in crowds. This psychological tool kept us alive and active over ages.