Nocturnal Shopping Research

Goals

To have a better understanding surrounding nocturnal shopping. Specifically, based on the document provided to Wonder, to ascertain the size and scale of the nocturnal shopping occasion across the United Kingdom, and then the EMEA and North America. North America will be defined as Canada and the United States. To focus on E-commerce retailers such as Amazon (main focus), Curry’s PC World, John Lewis, Argos, Alibaba, and JD.com. Additionally, to have general insights that would surround who is buying what, when and why. To find out if there a particular time of the month that nocturnal shopping increases, and how they are shopping (if device or click and collect), whether there is a growth in late evening and early morning shopping habits, and finally if there is a geographical bias.

Early Findings

  • Nocturnal shopping, which is also called, "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."
  • John Lewis says duvet covers are the most popular item purchased at night, with flights and holidays the most common credit card purchase.
  • According to John Lewis, online shopping between midnight and 6am now accounts for around one in 15 purchases that use its credit card, and women are much more likely to spend the early hours shopping than men, according to the data.
  • Women account for 66% of purchases made between midnight and 6am, although their average spend was below that of men. Two decades ago, Saturday afternoon was the peak spending time on cards in the United Kingdom, but online shopping has completely changed spending habits.
  • Online-only fast fashion retailer, I Saw It First, says that it has also seen a spike in nocturnal shopping visits to its website.
  • "Electronics retailer Currys PC World told the BBC that traffic to its website usually peaks between 20:00 - 22:00 on weekday nights. But in the last year, there has been a 10% increase in customers shopping between 22:00 and 03:00. The retailer said the product categories that received the most traffic included PC gaming hardware, PC components and gaming accessories."
  • 71.6% of consumers admit to buying something after their normal bedtime in the past year, and 60% said they have made an online purchase between midnight and 4 a.m., according to a survey conducted for EachNight.com, which is "an educational resource that aims to provide readers with research on a variety of sleep topics to help them sleep better."
  • Almost 75% of millennials shop online after bedtime.
  • 58% of baby boomers shop online after bedtime.
  • On average, $165 was spent on late-night shopping sprees in the past year.
  • Nearly half of respondents had purchased clothing, shoes, jewelry, and watches online past their bedtimes, spending an average of $178 on these items in the past year.
  • 36.6% were up shopping for electronics and office supplies.
  • 31% said they had forgotten about the purchase they made past their typical bedtime.
  • Baby boomers were the most likely to use a laptop or computer to make purchases past their normal bedtimes.
  • Smartphones are the number one device for making purchases at bedtime. More than 55% of respondents said their post-bedtime purchases occurred on their smartphone.
  • 72% of respondents had filled up a shopping cart without completing their purchase when shopping nocturnally.
  • In addition to this public search, we scanned our proprietary research database of over 1 million sources and were unable to find any specific research reports that address the stated goals.

Summary Of Our Early Findings Relevant To The Goals

  • Our first hour of research was able to provide some United Kingdom and United States data and statistics surrounding nocturnal shopping that provided general insights that would surround the age groups and gender of who is buying what, and when they are doing it.
  • As this project is very large, we did not have time in our initial hour to provide data on anything else, but we could see clearly a few things. One: there is a fair amount of publicly available data on this. Two: there is VERY limited data on nocturnal shopping data for the EMEA and we are suggesting that you not pursue this aspect. Three: we found no geographical bias data within any countries we looked at. This is likely because this is a new phenomenon, and there is little granular information on that aspect. We are suggesting that we do not pursue this further.
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Proposed next steps:

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