Research has shown that the qualities of music played in a retail environment, such as tempo, volume, and genre, can impact customer buying behavior. Slow music leads to customers spending more time in a store and increased sales, while fast music has the opposite effect. Loud music causes customers to spend less time shopping but does not affect purchase amounts. Playing classical music causes customers to spend more money by choosing more expensive wine bottles rather than buying more bottles. Holiday music increases purchases of holiday-related goods. The type of music can signal what kinds of products should be bought.