If your significant other buys you some sexy lingerie this holiday season, he too might be in for a treat — in addition to seeing you in the lingerie once he gives it to you. A UK department store used heart monitors to track the heart rates of shoppers and the results showed that men get the biggest thrill when shopping for lingerie. After lingerie, audio visual and sports equipment gave men the biggest "shopping climax" (their words not mine!). More research needs to be done to determine whether excitement or embarrassment caused the rise in heart rate associated with lingerie shopping. As for women customers, their hearts beat most when buying party dresses. Perhaps we're selfish shoppers.