Online shopping is now said to be a 24/7 habit as shoppers are searching for headphones and sofa beds in the middle of the night – perhaps to escape snoring partners – John Lewis said.
Night time online shopping has increased by nearly a quarter in the past year, according to John Lewis Finance.
Data from the John Lewis Partnership Card – a rewards credit card – showed a 23% increase in the amount spent between midnight and 6am in 2018 compared with 2017.
Women are particularly in the habit of shopping from under the comfort of their duvet, accounting for two-thirds (66%) of night time customer purchases.
But men spend slightly more in the night – at £37 typically compared with £34 for women.
Holidays are popular night time purchases, as are goods from general retailers and supermarkets, according to the research.
Shoppers buying flights or holiday accommodation in the middle of the night spend an average of £529.
Mike Jackson, partner and director of financial services at John Lewis and Partners, said: “Our research suggests shopping is now a 24-hour activity.
Separate analysis of customers’ online searches found many are shopping for sofa beds and headphones in the middle of the night – perhaps trying to escape snoring partners.
The 10 most popular searches between midnight and 6am on Johnlewis.com include duvet covers, sofas and sofa beds, beds and headphones.
Retail research company IMRG adds, “Brands and retailers are utilising platforms like Snapchat, Whatsapp and Facebook Messenger to instantly connect with online shoppers and offer superior levels of customer service. Retailers and brands are also using new technology to help shoppers decide what to buy, watch, do or eat, based upon pending timeframes from the next 30 minutes to the next 48 hours.”
Here are the 10 most popular night-time searches on Johnlewis.com: