All of the studies indicated that anticipation of an experience is more exciting and pleasant than the anticipation of a material purchase—regardless of the price of the purchase. In the case of crowds queuing up to make purchases, those in line for an experience (such as a play or admission to a theme park) generally are in better moods and on better behavior than those in line to buy material goods. In a press release, Gilovich said one reason the research is important to society is that it “suggests that overall well-being can be advanced by providing an infrastructure that affords experiences—such as parks, trails, beaches—as much as it does material consumption.”
via Another reason to spend money on experiences rather than things—the positive benefits of anticipation – Quartz.