The trend towards sailing before bedtime feeds the night shopping of John Lewis | Business


Navigation before going to bed with insomniac Britons in the middle of the night resulted in a 23% increase in night spending only in the last year, according to John Lewis.

The department store chain said that online purchases between midnight and 6:00 am account for about one in 15 purchases using their credit card.

Perhaps unsurprisingly, the search for duvet covers is the most popular item on John Lewis' site in the early hours, while the headphones also enter the first 10 purchases.

But the most common night purchase on the credit card – which can be used at any point of sale – is for holidays and flights.

Mike Jackson, director of financial services for John Lewis & Partners, said: "Shopping is now a 24-hour business. More and more customers are buying on their smartphones and tablets and it seems that many are using this technology to make purchases from the comfort of their bed. "

Women are much more likely to spend the first few hours shopping than men, according to the data. It emerged that women represent 66% of purchases made between midnight and 6 am, although their average spending was lower than that of men.

Two decades ago, Saturday afternoon was the peak of card time in the UK, but online shopping has revolutionized spending habits.

A search by Barclaycard in 2016 found that late-night navigation was changing the form of shopping, with 22:18 the most common time to make a purchase.

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He said that night shopping increases when watches come back, with long dark evenings that encourage people to stay at home and shop online.

Many purchases are influenced by prime-time TV shows, he said, with The Great British Bake Off which stimulated night-time sales of demonstration drawers and Strictly Come Dancing which inspired people to book dance lessons.

The secondary peak of online shopping is between 11:00 and noon, according to a separate analysis conducted by data company Verto Analytics. The report states that the overall peak was around 9:00 pm, but in particular young people aged 25 to 34 make online purchases late in the morning before going to lunch. So, if you're reading this while you're at work on a Monday morning and at the same time browsing through shopping websites, you're probably the average millennial consumer.



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