Online shopping sees 30% rise between midnight and 6am.
Britons are so addicted to shopping that many are glued to their smartphones when most of their neighbours are asleep – buying games consoles, Lego and pillows.
A study of tens of thousands of purchases made at John Lewis last year provides a barometer of changing trends and tastes – with the results painting a surprising picture of a nation of peacock dressers who take their lifestyle cues from popular TV shows, films and social media trends.
The most revealing finding is perhaps the 30% increase in online shopping between the hours of midnight and 6am. Brisk trade in the wee hours reflects “the degree to which customers are always on,” said John Lewis managing director Andy Street.
He pointed to the success of events such as Black Friday – a tradition imported from the US, where retailers offer big one-off discounts the day after Thanksgiving – when most sales were made between midnight and 1am.
“When people think there is a bargain to be had, they don’t care what time of day it is,” Street said.