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Every year a couple of things rise to the top of the “must have” list, becoming the season’s popular gifts. Hundreds of people line up outside stores, hoping to buy the gifts. Such gifts are examples of social epidemics---cases when many people do the same thing at the same time. Why do we end up with the same presents? It could be that the popular gifts are simply better than the rest. But more likely, a gift’s popularity is random.　　People’s shopping behavior is not independent. Our behavior depends on the behavior of those around us. This influences both what people talk about and what they buy. Conversations are often driven to the common ground, so we talk about celebrities (like Lady Gaga), the weather or the local sports team. When it comes to the presents we are buying, we tend to bring up the things we think others have heard of.　　Social influence leads us to buy what other people buy. Some scientists recently did an experiment. In the study, people visited a website where they could listen to songs and download them for free. Some people were given information about what previous site visitors had downloaded, and this led to convergence : People tended to download songs others had chosen. In addition, participants in the experiment were divided into eight groups and could see the previous downloads only people of their own group. What the researchers found was powerful. Across the separate groups, the songs that became “hits” were greatly different. The top song in one social world was a failure in another. Why? Well, if people imitate others, then whatever gets an early advantage in popularity is likely to stand out. 　　As with these “hit” songs, the popular gifts depend less on their qualities but more on human psychology.So as you stand in long line trying to get whatever it is that everyone else seems to want this year, stop to realize that this may have less to do with the gift and more about our instinct.And remember that whoever you are giving the present to may be just as happy with something else.