A detailed study of the effects of weather on consumer spending and the psychological processes underlying this. The study shows that temperature, humidity, snowfall, and, especially sunlight can massively influence consumer spending patterns and retail sales figures. The findings reveal that exposure to sunlight dramatically increased levels of consumption as well as the amount spent per item. The study also found that weather dictated what kind of goods consumers purchase - e.g. ice cream when it’s hot and oatmeal when it’s cold.