Research Proposal

Nocturnal Shopping Habits: UK, EMEA, North America


To ascertain the size and scale of the nocturnal shopping occasion across the UK and then beyond (specifically EMEA and North America) with insights into who is buying what ,when, and why to focus on Amazon (main focus if possible), Curry’s PC World, John Lewis, Argos, Alibaba,, and Dixon's Travel.

Early Findings

Our initial research on nocturnal shopping in the UK for Amazon revealed insights. Here are some key pieces of information we found:

Nocturnal Shopping:

UK and Amazon

  • The shift to online shopping is turning the UK into a nation of nocturnal shoppers. "As the restrictions of opening hours go out the window - online shops are open 24/7 – we've started making purchases in the middle of the night."
  • There has been growth in the UK for online nocturnal shopping after midnight. Many people may want to "clear up their checklists so that they can sleep more soundly.” However, online nocturnal shopping may still lead to frequent impulse purchases, and this kind of shopping is “more likely to take place at night when people need soothing the most."
  • Amazon plans to open ten pop-up shops in UK town centers which may have a geographic impact on the nocturnal shopping occasion. Amazon did not reveal the locations of the other stores but said there would be openings in Wales, Scotland, the Midlands, Yorkshire and the south-east.
  • Close to 90% of UK shoppers use Amazon and 40% have access to the Prime subscription service.
  • 70% of Amazon customers in the UK report that it is "the first online retailer they go to."
  • 28% of UK millennials shop on Amazon for the most important reason that "the products they are looking to buy are often cheaper on Amazon." Only 14% of UK millennials chose the one-click fast and simple checkout for the main reason that they shop on Amazon.
Prepared By
Heather B.
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