John Lewis, a renowned British retailer, is experiencing a boom in nighttime online shopping, specifically from midnight to 06:00. The company has reported a substantial 23% increase in online spending over the past year, leading to the coined term “bedtime browsing.”
With the rise of technology, shopping has become a 24-hour affair, evident in the one in 15 purchases made with John Lewis’ Rewards credit card being classified as “bedtime purchases.” This shift signifies a remarkable change in consumer behavior, with women making up 66% of the nighttime spend. Interestingly, men tend to splurge slightly more per purchase, averaging at £37.
While products associated with sleep and relaxation like duvet covers, sofas, sofa-beds, and headphones are popular nighttime buys, the accessibility to shop for fashion round the clock has huge implications for fashion brands. Mike Jackson, the director of financial services at John Lewis, highlighted the trend of shopping from mobile devices in bed, emphasizing the retail landscape’s shift into a continuous shopping experience.
Despite concerns from mental health charities regarding potentially vulnerable individuals shopping at night, the move towards non-traditional shopping hours seems to be a natural progression. More and more consumers are opting to shop at their own convenience, leading to a shift from the traditional Saturday afternoon peak to after 22:00 any given night. This shift has been backed by data from Barclaycard, illustrating a significant change in consumer behavior over recent years.
In essence, the upward trend in nighttime online shopping habits is a result of technological advancements and evolving consumer preferences. As retailers navigate this changing landscape, the phenomenon of ‘bedtime browsing’ looks poised to continue reshaping the retail industry.
To learn more about John Lewis’ online shopping trends, visit their official website here. Additionally, read more about the impact of technology on shopping behavior from a reputable source here.
