The holiday season can bring out the best in people. Spending time with friends and family and enjoying the festive spirit seems to inspire a contagious stream of happiness in our communities. Various theories have been put forward to explain this phenomenon, many relating to the extended time off from work, the abundance of food and drink, as well as the opportunity to reconnect with family and friends. Social science, however, may provide another answer to this question. While many of us deride the consumerism of the holiday season, research suggests there may be some benefits to our spending.