This chapter considers customer perceptions of time as a rate of movement. Perceptions of the pace, or speed, of everyday life and the consequences of that in terms of customer mental health and wellbeing are discussed. Methods customers use in order to achieve temporal speed, such as the use of habitual behaviour and heuristics in decision-making, are considered. When perceiving time as a rate of movement, any interruptions to speed are viewed as detrimental and to be avoided, including waiting. Examples of consumption experiences where time is perceived as a rate of movement are provided before finally considering the relationships and links between the four customer perceptions of temporality are considered when customer perception of time as a rate of movement is dominant in the customer’s mind.