As the holidays are rapidly approaching, we are all scrambling to get last minute gifts for friends and family. But what is a holiday shopping trip without getting a little something for yourself? Impulse buying is not only about sales and marketing, it is also about buyers’ personality traits, emotions, self-identity, and self control. As marketers we understand how these facets of the human psyche affect shopping habits—especially over the holidays. But what are the cold hard facts behind shopping? How are buyers influenced and what compels them to make an on-the-spot purchases? And finally, are you as a marketer leveraging these facts in your own holiday marketing?