Late night shopping: A third of Brits shop online between midnight and 4am
Tuesday October 7 2014
Britains addiction to internet shopping has been revealed, with one in three (30%) admitting to shopping online between the unsociable hours of midnight and 4am
According to transaction data from Give as you Live, the charitable shopping platform that turns online shopping into free charity donations, the small hours of Saturday are the most popular period for an after-hours purchase. One in 20 of all Give as you Live purchases in 2013 occurred between midnight and 4am.
People aged 35-44 are the keenest late night shoppers, with 41% of this age group claiming to log on for late-night purchases. Younger people aged 18-24 and those over 55 are the least likely late-night shoppers with 77% and 83% respectively saying they have never engaged in a shopping after midnight.
As for why people are shopping late at night; 70% of those that shopped between midnight and 4am said it was because they couldn’t sleep. Close to one in ten (8%) said they shopped in the early hours because they were under influence of alcohol, and a further 5% were woken up by children so decided to shop.
Steff Lewis from Give as you Live, commented: “The web has given us the freedom to shop at whenever and wherever we choose. With a third of us admitting to shopping in the early hours, retailers need to ensure there is enough support for their customers outside the usual 9 to 5 working day.”
“Retailers must also realise that their late night customers won’t be in the same mind-set as those shopping during the day. Our research found that the majority of late night shoppers were doing so because they couldn’t sleep, meaning that hey are less patient and more prone to browsing.”