This chapter considers customer perceptions of temporality as a valuable resource. The temporal pressure arising from the scarcity of time is outlined, along with various methods customers use to attempt to control time, such as scheduling activities and using technology to assist with this. Less obvious methods customers use to control time include self-presentation of appearing busy and avoiding the risk of lost time through interactions with others. Customers appreciate the societal worth of time and so the concept of temporal conspicuous consumption is discussed, along with how customers seek to maximise return of investment of their time. Examples of consumption experiences where time is perceived as a valuable resource are outlined before finally considering the relationships and links between the four customer perceptions of temporality and how varying dominance of the perceptions of temporality impact each other.