In this chapter, we describe two prominent concepts that play a significant role in contributing to consumers' happiness in a shopping context, namely shopping engagement and shopping passion. This is followed by focusing on research related to strategies that can enhance happiness in a shopping context: strategies related to “what products to buy” and strategies related to “how to buy,” “What to buy” strategies include hedonic products, sustainable and ethical products, products that fit consumers’ personality and values, experiential products, memorable products, and time-saving products. “How to buy” strategies include shopping from many alternatives, online/mobile shopping, gift giving, pro-social spending, frugal spending, and justifiable spending.