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All I Want for Christmas is You: The Science of Gift Giving

Each year around mid-November, business owners begin to lick their chops: the next month will arguably be their busiest and most profitable. Last year, for example, Americans spent over $52 billion during the Thanksgiving weekend alone.1 Although large portions of these purchases are surely self-indulging, people also make a lot of purchases to take care of gift shopping for the upcoming holiday season.

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