Nocturnal Shopping Research

Part
01
of eight
Part
01

E-Commerce Retailers - Amazon: Nocturnal Shopping

After an extensive search through industry-related websites, press sources, company annual reports, statistical databases, and relevant surveys and reports, we were unable to definitively determine the peak times for Amazon online purchases, nor could we determine when nocturnal shopping peaks during the month or what types of items are usually purchased at that hour. We were able to determine that the evening hours appear to be the most common time shoppers visit Amazon and that most of them are doing so on a desktop or laptop computer.

Amazon Peak Shopping Times

  • Based on a search for Amazon on Google Trends over the past week, peak search times are between 7:00pm and 10:00pm with some additional spikes at 9:00am and 10:00am. A search of the past month does not show specific times of day.
  • Based on data gathered for online shopping trends, the Google Trends data for Amazon appears to be in line with most online shopping, which peaks in the evening, around 8:00pm.
  • Though a bit dated, a 2016 article noted that Amazon sends out promotional emails between midnight and 5:00am to reach late-night shoppers.

Products Bought During Nocturnal Shopping

  • Late-night shopping on Amazon is sometimes tied with inebriated shopping, and items purchased range from "candy to cat clothing," but clothing tops the list at 66% of drunk purchases.
  • According to a survey conducted by the Hustle, Amazon is the platform of choice for drunk shopping.
  • While not specific to Amazon, top late-night shopping purchases include clothing and shoes (48.8%), electronics (33%), books (29.7%), food or groceries (19.1%), toys and kids' items (18.1%), home and garden (14.6%), and sports or outdoors items (13.4%). Since Amazon dominates the online shopping market, with 74% of online shoppers beginning their search at Amazon, it is likely that these products are also the top late-night purchases at Amazon.

Devices used for purchases

  • Some 67% of Amazon shoppers prefer using a computer (desktop or laptop) to make purchases, while 24% prefer to use a mobile device.
  • According to Adweek, 25% of voice assistant owners "have used smart speakers for one-time delivery purchases," while another 21 percent have used them to reorder an item.
  • About 2% of Amazon Echo owners have purchased an item using Alexa, but 90% of them try it once and never again.

Research Strategy

We began by searching for statistics on Amazon shopping habits that might illuminate patterns related to peak times, but the statistics we encountered focused on shopping volume or general consumer habits for online shopping, rather than the peak times of day.

Then we looked at Amazon's most recent annual report to see if it offered relevant data. It offered only high-level data on peak shopping periods but nothing as granular as time of day.

We also looked for consumer polls or surveys, conducted by Amazon or consumer organizations, about shopping habits. We encountered the 2019 Amazon Consumer Behavior Report, but it is only accessible via registration, and it is unclear from the overview if the data gets granular enough to be useful. Globe Newswire offers some highlights from the report, but they do not include information on peak times.

In an effort to assess peak times, we also searched for Amazon on Google Trends, looking at the past week and month to look for time trends. While we were able to garner some results related to search times, these results do not necessarily correlate with purchases made.
Part
02
of eight
Part
02

E-Commerce Retailers - Currys PC World: Nocturnal Shopping

The peak time at Currys PC World that people are making purchases online is usually between 8 pm and 10 pm on weekdays. PC components, PC gaming hardware, and gaming accessories are the items that customers buy the most during peak shopping times. Below is an explanation of the research strategy as well as an overview of the available findings.
  • Currys PC World revealed to the BBC that traffic to its site usually peaks between 8 pm and 10 pm on weekdays. However, in the last year, the site has seen a 10% uptick in shopping activities between 10 pm and 3 am.
  • According to Currys PC World, PC components, PC gaming hardware, and gaming accessories are the most shopped items during peak shopping times.
  • According to the BBC report, nocturnal shoppers in the U.K. mostly shop at night because it is the only time that they have due to their busy schedules.
  • BBC reports that retailers say that most night purchases are not impulsive but "part of a shopping journey that begins much earlier in the day." Consumers usually look at the items at least once on a previous occasion, before finally making a purchase on a mobile device.
  • According to the Guardian, nocturnal shopping peaks during months "when the clocks go back, with long dark evenings encouraging people to stay home and shop online instead."
  • According to Vero Analytics, 57% of U.K. adults shop online using PCs compared to 32% who use mobile devices.

RESEARCH STRATEGY

To determine Currys PC World's shopping times, habits, and patterns, we started by searching for articles, news reports, and research reports from credible media sites as well as e-commerce-focused research resources such as the BBC, Ecommerce News, eCommerceDB, and Growcode. The research team managed to find information on the peak online time and the items purchased for the site during peak hours from the BBC. The BBC source also had some insights into why people shop at night, but for the entire U.K. Other sites such as eCommerceDB only provided general information on the financial performance of the company. We also searched through the company's official website and communication portals but there was only information on the busiest times of the day during the 2018 Black Friday. The annual reports only had information on the financials of the company while the analytics/research resources only provided insights into the overall e-commerce market in the U.K. The majority of the available information was for John Lewis, which we have provided in a separate request.

Our next strategy was to explore the analytics of Currys PC World for information on website traffic in the hope that they provided data on the times of the month that there is an uptick in nocturnal shopping and any info on the devices used. We leveraged website analytics resource SimilarWeb but only managed to find data on the number of monthly visits, traffic sources, average visit duration, and traffic by countries. There was nothing relevant to our quest from this strategy.

Having not found any information on why people are buying from the site at that time, the devices used to purchase, and the times of the month that there is an uptick in nocturnal shopping, we employed a third strategy to try to find the missing information. Currys is ranked fourth and accounts for 5% of the U.K. e-commerce market. About 95.30% of its web traffic comes from the U.K. and its "eCommerce net sales are generated almost entirely in the United Kingdom." Therefore, the research team decided to look into research on the nocturnal shopping trends in the United Kingdom with the expectation that the said research would include insights on the top players, including Currys. We could only find information on the most preferred devices for shopping in the United Kingdom, and nothing specific to nocturnal shopping at Currys.

The research team could not provide the information on why Currys' customers are buying at peak hours, the times of the month that there is an uptick in nocturnal shopping, and the devices they are using to make purchases. However, we have provided useful insights based on overall U.K. data. We believe that the information is missing because the company deems the information private as per their privacy policy.
Part
03
of eight
Part
03

E-Commerce Retailers -John Lewis: Nocturnal Shopping

1 in 15 online purchases (6.6%) on John Lewis' eCommerce site are made between midnight and 6AM. Top product searches made by nocturnal shoppers include duvet covers, televisions, and laptops. These and other findings are outlined below.

Online Purchase Peak Times and Days

  • John Lewis reports that 1 in 15 online purchases or 6.6% are made between midnight and 6AM.
  • Separate findings from Barclaycard's 2016 research indicate that 10:18 PM is the most common time for online purchases.
  • Independent research from Verto Analytics states that secondary overall peak in online purchases occurs from 11AM to 12PM or midday.
  • The Guardian also reported that Saturday afternoon was the peak purchase time for credit cards in the UK two decades ago.

What Shoppers Are Buying

  • During nighttime, the top product searches in John Lewis' eCommerce site are duvet covers, televisions, laptops, mobile phones and fridge freezers.
  • These are followed by headphones, sofas/sofa beds, wallpaper, beds and cameras.
  • In 2017, John Lewis gave additional information on most popular purchases at night.
  • At around 21:30, online purchases of dresses reach its peak.
  • At 23:00, the top purchased products are towels, beddings, tights, and SONOS wireless speakers.
  • At 02:00, purchases of gaming products such as Sony Playstations increase.
  • At 04:00, beauty products specifically Chanel liquid lipsticks are purchased the most.
  • Additionally, John Lewis revealed the most popular brand searches at 3AM in the following areas: London, Chanel ; Birmingham, Joules ; Dublin, Kipling ; Liverpool, Barbour ; Bristol, Ted Baker ; and Southampton, Yves Saint Laurent.

Why Shoppers Are Buying At Night

  • For nocturnal shoppers, the main motivation is convenience - shopping from the comfort of their beds.
  • WARC also determined that nighttime shopping sessions revolve around sleep (including bedroom products such as duvet covers) and escape.
  • WARC equated nocturnal shopping to a form of accessible entertainment in one's home.

Devices for Online Purchases

  • In 2018, John Lewis reported that 51% of online sales were made from desktops.
  • This was followed by tablets which accounted for 22% of online purchases made.
  • Smartphones came in last, accounting for 21% of online purchases made.
  • In 2019, John Lewis' financial services director Mike Jackson said that more customers appear to be using smartphones and tablet computers to shop at night.

Research Strategy

While we found publicly available information regarding online purchase peak hours, top product purchases, nocturnal shopping motivation and devices used in online shopping in John Lewis' website, there was no public data on the times of the month when nocturnal shopping significantly increases.

We looked at John Lewis' retail reports but only the 2017 edition had information about nocturnal shopping. Its 2018 and 2019 retail reports contained no information on nocturnal shopping or shopping peak times in general. We also conducted a press search among business media sites including The Guardian, Mirror.co.uk and others. We also looked at trade industry resources such as marketing resource WARC, Marketing Week and Ideal Home.co.uk. There was no publicly available information or media coverage regarding times of the month when nocturnal shopping in John Lewis's website significantly increases.

Nevertheless, we have provided all available information on the topic above including broader online purchase peak hours, top product purchases, nocturnal shopping motivation and devices used in online shopping in John Lewis' website.
Part
04
of eight
Part
04

E-Commerce Retailers -Argos: Nocturnal Shopping

After a thorough search through news articles, research reports, and website analytics, information on peak online shopping times at Argos, as well as times of the month when an uptick in nocturnal shopping occurs, could not be found in the public domain. Some helpful findings, as well as the methodology used for this research, are detailed below.

Helpful Findings:

Research Strategy:

To determine the requested information on peak online shopping times and nocturnal shopping on Argos, we attempted to look for news articles and research reports from credible sites such as the BBC for relevant insights. We were able to find peak online shopping times, as well as relevant nocturnal shopping information, for other e-commerce sites such as John Lewis and Currys PC World, however, information specific to Argos could not be found through this search. We attempted to look into the annual report of Sainsbury, which acquired Argos in 2016, to see if insights relevant to the request could be gathered from there. The report stated that the Argos website receives 1 billion visitors annually, however, they did not give insights into the time of the day when these visits peak.

We then attempted to look into the analytics of the Argos website for information on peak times of website traffic. For this strategy, we utilized tools such as SimilarWeb to analyze website traffic. We were able to find that people who visit the Argos website are interested in things related to Home and Garden, however, no insights relevant to the request could be gathered from this analysis. We were also able to find that the majority of e-commerce sales that Argos makes come from the Toys, Hobby & DIY category and that they made about US$ 3.18 billion in e-commerce sales in 2018, however, other information is locked behind a paywall.

As a final attempt, since Argos is also the third most visited site in the UK and 96% of the site's visitors are from the UK, we attempted to look into research concerning peak online shopping times and nocturnal shopping in the United Kingdom. This is under the assumption that research and articles on these topics will include insights based on one of the most visited online retailer sites in the country. We were able to find that the most popular online shopping time in the UK is from 6-7pm, with actual activity being heaviest between 6-9pm, however, insights that are specific to Argos could not be found through this strategy. We were also able to find that nocturnal shopping increases in the UK during months with long dark evenings when people are encouraged to stay home and shop online, but no other information regarding times of the month with an uptick in nocturnal shopping could be found.

This lack of information in the public domain likely is because the company deems them to be proprietary or that sharing of such information is in violation of their privacy policy.
Part
05
of eight
Part
05

E-Commerce Retailers - Alibaba: Nocturnal Shopping

Typically, Alibaba receives the largest number of online orders between 9 and 10pm. However, many late-night shoppers make online purchases on the site after midnight on Singles' Day, November 11. More information about the peak shopping times on Alibaba can be found below.

The Peak Times

  • The largest number of online purchases occur on Alibaba from 9-10pm, likely because late-night activity is trending in China.
  • During peak times on Singles' Day, Alibaba is estimated to receive 544,000 orders per second.

Nocturnal Shopping

  • Many late-night customers reportedly stayed up late to shop at Alibaba on Singles' Day, an annual event held every November 11 beginning at midnight.
  • Within two minutes of the launch of 2019 Singles' Day, Alibaba reached $2 billion in sales.
  • The number of delivery orders during Singles' Day reached 100 million within the first few minutes, 59 minutes more quickly than the previous year.
  • In its first nine hours, Alibaba managed to acquire $22.63 billion in sales on Singles' Day 2019, 25 percent higher than the previous year's sales at the same point.
  • According to Langley Advance Times, many customers stayed up until 2am to shop on Singles' Day.

Products That Customers Are Buying

  • Langley Advance Times reported that the sales of smartphones and other electronics reached $160 million within the first minute of Singles' Day 2019.
  • On Singles' Day, late-night shoppers tend to buy clothing, shoes, mobile accessories, healthcare products, baby products, and beauty products, all of which are sold at a significant discount.

Devices That Customers Used to Make Online Purchases

  • Around 76.2 percent of Alibaba customers use their mobile phones to make a purchase.
  • On Singles' Day, about 42.6 percent of sales came from mobile device users in 2014. The number rose to 90 percent in 2018.

Research Strategy

We began our research by looking through news publications, marketing reports, and studies from respected sources for the requested information. After exhaustive research utilizing this strategy, we found that we could not identify any data related to the month or months during which nocturnal shopping is most significant.

Then, we decided to look for any information about the Alibaba's website traffic using Similar Web and Alexa. While this provided us with hourly data, the platforms did not publish any day-to-day information. Due to this, we were unable to determine which times of the month nocturnal shopping reaches its peak.

Finally, we turned to Alibaba's quarterly report to find the requested information. However, while their report provides a great deal of financial and similar data, it didn't contain any information on popular shopping times.
Part
06
of eight
Part
06

E-Commerce Retailers - JD.com: Nocturnal Shopping

After an exhaustive search through several credible sources, it appears that information regarding the peak times that people are making purchases online at JD.com, what are they buying, why are they buying at that hour, and what devices they are using to make a purchase is unavailable in the public domain. Also, there is no publicly available information on the times of the month that there is an uptick in nocturnal shopping. However, over 90% of JD.com's orders in 2018 came through its mobile applications.

Useful Findings

  • In 2018, more than 90% of the company's fulfilled orders were ordered through its mobile applications.
  • According to its corporate fact sheet, JD.com services more than 330 million active customers and generates approximately $67.2 billion in revenue (2018 figures). JD.com is also China's largest retailer (online or offline), based on revenue, and the third largest internet company worldwide.
  • For the month of October 2019, JD.com had approximately 295 million visits to its website, which represented an 8.45% decrease from September 2019 (322.5 million).
  • While on its website, customers of JD.com explore topics related to programming and developer software, computers, electronics, and technology, according to SimilarWeb. Customers spend an average of 5 minutes and 34 seconds on the site, while visiting seven of its pages (per visit).
  • JD.com's logistics network is capable of covering up to 99% of the population of China.
  • The e-commerce penetration rate for JD.com in China is 18.4%. Meanwhile, its e-commerce penetration rate in the United States is around 9.7%. The overall online retail penetration rate in China is about 19.3%.
  • JD.com's online marketplace has more than 210,000 third-party sellers, as of December 2018.
  • JD.com's online marketplace produced approximately $6.7 billion in revenue in 2018.
  • In 2017, the average number of purchases from JD.com's customer accounts reached 30.2.

Single's Day 2019

  • JD.com and Alibaba were able to generate almost $60 billion in total sales midway through Single's Day 2019, which is an annual online shopping event/holiday in China. During this holiday, JD.com alone netted $29.17 billion in sales.
  • During the event's climax, JD.com sold 10,000 Huawei GT2 smartwatches in around 45 seconds and more than 10,000 sweeping robots in one minute. It sold 100,000 microwaves and more than 10,000 iPhone 11 Pro sets within five minutes.


Research Strategy:

To find the requested information, we began by exploring the JD.com website. A company's official website serves as the most reliable source for information on its customers, which is why we selected this approach. While there, we searched through its various segments, including the about us and news sections, as well as its corporate blog. We aimed to find information on the peak times that customers purchase products at JD.com, what they purchase, the devices they used to buy products, their reasons for buying during peak times, as well as the times of the month that there is an uptick in nocturnal shopping. However, the company website did not provide this information and mostly discussed its capabilities, active customer count, net revenues, offerings, and other unrelated data.

Next, we searched through news reports, articles, and publications addressing the topic of nocturnal online shopping/bedtime browsing in China, hoping that they mentioned the peak times that customers purchase products from JD.com. We also searched for articles mentioning JD.com in general in an attempt to find relevant information. We explored reports from The Motley Fool, Market Watch, Time, Forbes, CNBC, the LA Times, among many others. However, none of the sources offered any relevant insights on nocturnal online shopping/bedtime browsing in China or the peak times customers purchase items from JD.com. Many of the sources covered JD.com and Alibaba's success during Singles Day (China's biggest shopping day), JD.com's quarterly results, or the nighttime market in China, which does not involve online shopping.

Afterward, we scanned through JD.com's social media accounts, including Twitter, Facebook, Instagram, etc. Typically, companies disclose general information on their business and customers on social media, including customer behavior, which is why we leveraged this research approach. We were hoping that JD.com provided information on the peak times customers purchase their products online, the devices they use, what they buy, the reasons why they buy during peak times, and the times of the month that there is an uptick in nocturnal shopping. Again, information related to those topics was not provided via JD.com's social media accounts.

We then explored for company reports to locate the requested information. Reports directly from a company can typically offer valuable insights into their customers' behavior, including peak times that they shop through online portals. For this, we revisited JD.com's website to search for reports published by the company. Through this approach, we found numerous fact sheets surrounding the corporate, strategy, logistics, smart supply chain, drones, fashion segments of the company, along with the JD Foundation, and we came across its annual report. After scanning through the fact sheets, we discovered that the company did not offer any details related to peak times that customers purchase products from them, the devices they use, the reasons why they shop at those times, etc., nor was there any information related to nocturnal shopping/bedtime browsing. Furthermore, while JD's latest annual report mentions peak times, it does not actually provide a specific time.

Additionally, we visited website analysis sites such as SimilarWeb, that provide various statistics on company websites, hoping to find useful information on JD.com. However, we only found data on the official website's number of monthly visitors, sources of site traffic, and what customers search for while on JD.com, among others. There were no statistics on any of the requested topics.

Due to the lack of available data, we were unable to provide the requested information. A probable reason for the absence of relevant information is that JD.com believes this data to be confidential or that it may benefit their competitors in the Chinese and global e-commerce retailer market. Also, in its latest annual report, the company states that the e-commerce industry in China is still in an early development phase, which may explain the lack of data on nocturnal shopping in the country that we could have used as a proxy for this request.
Part
07
of eight
Part
07

Nocturnal and Early Morning Online Shopping Habits: Growth

Nocturnal shopping, which includes late-night shopping and early morning shopping, has increased by 23% in 2018 from 2017. The bedtime browsing trend has been primarily driven by advancements in technology and the use of mobile phones.

OVERVIEW

  • The peak time for apparel shopping was between 10 PM and 11 PM. For CDIT, cosmetics, groceries, and sports, it was 9 PM, 9 PM — 11 PM, 9 AM — 9 PM, and 11 PM — 2 AM, respectively.
  • Consumers aged between 18 and 24 were the most active on the website and tops and dresses are the two most purchased items by nocturnal shoppers. Nevertheless, the product categories that received the maximum amount of website traffic was PC gaming hardware, PC components, and gaming accessories.
  • 2019 has seen a 10% increase in consumers shopping between 10 PM and 3 AM.

FACTORS DRIVING THE GROWTH

  • According to consumer psychologist Dr. Catherine Jansson-Boyd, people tend to be more relaxed late at night which acts as a time for self-care. She quotes "It’s also a time when we’re scrolling social media and might feel inspired by what we see. As a result, nocturnal shopping has drastically increased.
  • Technological advancements and the use of mobile phones are also prompting the elevation in nocturnal shopping.
  • Retailers are spending a lot on software and websites to bring back the customers to purchase their abandoned carts. This, again, is a contributing factor.
  • Primetime TV shows and late-night promotional emails are contributing to this trend as well. These two factors act as a trigger point to activate psychological impulses.

COUNTRIES EXPERIENCING THE LARGEST GROWTH

  • The United Kingdom is experiencing the massive growth in nocturnal shopping which has paved the way for what is now called the 'vampire economy'.
  • According to Guardian, "bedtime browsing by sleepless Brits in the middle of the night has resulted in a 23% increase in nocturnal spending over the last year alone".
  • Based on a research conducted by Barclays, Brits spend an average of 2 hours and 12 minutes on late night shopping and bedtime browsing. The time frame is comparatively low during summer months in the UK.
  • Over half the population now shops online while in-store purchases are relatively low in the United Kingdom.
  • Also, the UK spends the highest amount of money each year on online shopping than any other country.
  • Additionally, it is estimated that by 2028, 50% of global shopping will be done online.

GENERAL DEMOGRAPHICS — SURVEY DATA (GLOBAL)

  • In 2019, 66% of night-time spending, which is between midnight and 6 AM, is predominantly done by women. However, men are likely to spend more late at night than women do.
  • In 2017, those between the age of 18 and 34 (50%) comprised the majority of the nocturnal shoppers in the category of apparel, CDIT, cosmetics, groceries, and sports.
  • Additionally, the survey revealed that people above the age of 65 were active nocturnal shoppers in the cosmetics and sports and fitness goods category.
  • 35% of nocturnal apparel shoppers were above the age of 35.
  • 22% of nocturnal CDIT shoppers were above the age of 35.
  • 15% of nocturnal cosmetic shoppers were above the age of 35.
  • 35% of nocturnal grocery shoppers were between the age of 35 and 65.

RESEARCH STRATEGY

During our preliminary research, we discovered that most of the data surrounding late evening and early morning online shopping (nocturnal shopping) was recapitulated and did not provide an in-depth analysis of how nocturnal shopping has evolved in the recent years, globally. However, the overall statement provided by most of the top news publications is that nocturnal shopping has 'certainly experienced a growth in recent years'. However, the insight is based on what was revealed by John Lewis, a high-end department store operating in the UK, after its nocturnal success. Most of the esteemed media sources focused on John Lewis' nocturnal success and provided a few additional insights on the said subject, specific to the United Kingdom. The overall results from our preliminary research offered clarity on the kind of information that is available in the public domain concerning nocturnal shopping.
We began our research by examining several media sources to find global data on the current state of nocturnal shopping, its driving factors, countries experiencing the largest growth, and general demographic data of the shoppers. Several media sources such as Guardian, Financial Times, BBC, 247Blinds, Stylist, etc. provided insights on the current state of nocturnal shopping specific to the UK because over half of UK consumers now shop more online than they do in-store and people in the UK spend more money online each year than residents of any other country in the world. Also, the recent nocturnal success of John Lewis, the UK chain, is another contributing factor the articles are specific to the UK. Based on this, we concluded that the UK is experiencing maximum growth in nocturnal shopping.

For the general demographic profile of nocturnal shoppers, we were able to pull the data from previously identified sources. Although the information was not in-depth, we found that women are primary nocturnal shoppers than men and other significant information. Further, we again searched the public domain and discovered a survey published in 2017 titled 'Survey: The Demographics of Nocturnal Shopping'. This survey is the only source in the public domain consisting of the global demographics of nocturnal shoppers. From this source, we identified additional data and included it in the research brief.
In order to identify the driving factors of nocturnal shopping, we applied the same strategy and pulled the information from previously identified sources. To elaborate on the factors, we examined the public domain again but nothing substantial came up. Based on what we discovered, the lack of in-depth information is chiefly because nocturnal shopping is a recent trend and surveys and studies are yet to be conducted on the said subject. Also, when we looked for data older than 24 months, we discovered very few sources providing information on nocturnal shopping. To conclude, there is recapitulated data available in the public domain but detailed information is scarce regarding nocturnal shopping. Nevertheless, based on all the available information, we prepared this research brief.
Part
08
of eight
Part
08

Nocturnal Online Shopping: Items Being Purchased

Persons making purchases at night generally purchase televisions, headphones and new beds. Sexual wellness, healthcare and beauty products are purchased over 100% more at night than in the day. Men spend more than women at night on online shopping, however, more women shop than men.

Insights on Noctural Shopping

Research Strategy

We were unable to find information regarding the breakdown for different categories of products. For this information, we conducted a general search for information on nocturnal shopping. We found a study done by John Lewis and Partners which was published on several sites including the BBC, Marketing Week, Fashion Network and others. We explored the BBC's representation of the study then went on searching for trends in nocturnal shopping. The research team found a couple of additional sources, however, most of the sources referred to the John Lewis study. None of these articles looked at the percentages of persons buying various categories of products.

Since there was a dearth of information, we explored social media, however, we found that both Facebook and LinkedIn highlighted the John Lewis study. Additionally, there were no discussions or posts on the subject as it is not a trending or current topic.

We explored the news for information, however, we found the same study was covered by The Guardian, the BBC, and the Financial Times. Each publisher had the same information with nothing new added in the form of a previous story covered or similar studies done elsewhere.

We also explored academic articles with the hope that studies were done on the subject. However, we only found one article on Tourism and the Night and Night Owl or early bird? None of these were relevant to our study. We then expanded our search and included a study done in 2016 by ShopRunner. Its findings were insightful, but did not quite address the matter being researched.

We have concluded, based on the lack of information, that there is limited research or studies on this subject matter or the information is not publicly available.
Sources
Sources

From Part 01
Quotes
  • "25 percent of voice assistant owners have used smart speakers for one-time delivery purchases. (Adweek, 2018)"
  • "21 percent of voice assistant owners have used smart speakers to reorder something they buy regularly. (Adweek, 2018)"
From Part 03
Quotes
  • "Bedtime browsing by sleepless Brits in the middle of the night has resulted in a 23% increase in nocturnal spending over the last year alone, according to John Lewis."
  • "The department store chain said that online shopping between midnight and 6am now accounts for around one in 15 purchases that use its credit card."
  • "Mike Jackson, director of financial services at John Lewis & Partners, said: “Shopping is now a 24-hour activity. More customers are shopping on their smartphones and tablet computers and it would appear many are using this technology to shop from the comfort of their own beds.”"
  • "Two decades ago, Saturday afternoon was the peak spending time on cards in the UK, but online shopping has revolutionised spending habits."
  • "The secondary peak in online shopping is between 11am and midday, according to separate analysis by data company Verto Analytics."
  • "The report said the overall peak was around 9pm, but 25- to 34-year-olds in particular, make online purchases in the late morning before heading for lunch."
Quotes
  • "Of those purchases, the data suggests that sleepless shopping sessions are centred on two things: sleep and escape."
  • "Outside of the John Lewis site, meanwhile, by far the most popular credit card purchase is on holidays."
  • "John Lewis, meanwhile, was quick to react to a changing landscape: namely that people liked to visit stores but would often go home to make large purchases. "
  • "Not only has the decade of the smartphone (and to a lesser extent the tablet) created a situation of ubiquitous commerce, it has made of shopping an accessible source of entertainment closer in kind to swiping through Instagram than making a day of a trip to the mall."
Quotes
  • "The 10 most popular night-time shopping searches on John Lewis are: 1. Duvet covers 2. Televisions 3. Laptops 4. Mobile phones 5. Fridge freezers 6. Headphones 7. Sofas/Sofa beds 8. Wallpaper 9. Beds 10. Cameras"
  • "The stats, according to data from the John Lewis Partnership Card, show that we’re spending most money on holidays, with travel agencies, hotels and airlines topping the list, and with an average night spend on flights and holiday accommodation of £529."
  • "In fact, according to the store’s research, one in 15 online purchases (that’s 6.6 per cent) are now made between the hours of midnight and 6am."
Quotes
  • "(p.18) MOONLIGHT SHOPPING 23:00 After towels, bedding and tights, SONOS is the most popular purchase as people tune into their nocturnal musical needs"
  • "(p.18) 21:39 The magic moment for dresses, when online sales peak"
  • "(p.18) 02:00 Sony Playstation and Horizon Zero Dawn are best sellers for gaming nightowls"
  • "(p.18) 04:00 Dreaming of luscious lips, the Chanel liquid lipstick is one of our top sellers at 4am"
  • "(p.18) Most popular brand searches in different areas at 3am: • London: Chanel • Birmingham: Joules • Dublin: Kipling • Liverpool: Barbour • Bristol: Ted Baker • Southampton: Yves Saint Laurent"
  • "(p.18) Shopping is now a 24-hour occupation, with an average of 9,000 orders a night on JohnLewis.com. Diamond rings, sewing machines and smart TVs are among the most expensive purchases made in the small hours. "
Quotes
  • "Mobile accounted for 42% of website visits in 2018; however, people still prefer to make bigger, more considered purchases on desktop."
  • "By comparison, desktop’s visit share is down 4 percentage points to 30%, while tablets fell by 12 points to 22%. "
  • "However, shoppers still prefer desktops for purchases, especially bigger, more considered purchases, accounting for 51% of sales made. But over a fifth (21%) of sales are now made on mobile, up from 16% a year ago."
  • "However, shoppers still prefer desktops for purchases, especially bigger, more considered purchases, accounting for 51% of sales made. But over a fifth (21%) of sales are now made on mobile, up from 16% a year ago."
  • "Browsing time on the app has also increased by 20 seconds per visit while the average order placed on the app has gone up by £7."