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You may have been there, about to go to sleep and you’re scrolling through your phone, and then suddenly you’ve bought groceries, a new beach towel, and a hand-knit scarf and it’s 2 a.m. According to a 2021 survey, over 60% of respondents said they have made a purchase between the hours of midnight and 4 a.m. What’s more interesting is that this trend has been increasing every year since 2010! This blog post will discuss what late-night shopping psychology is, how it affects your business as an e-commerce store owner, and why you should be paying attention to it.
What Constitutes Late Night Shopping and Who Is Doing It?
The hours between midnight and four in the morning have been classified as late-night shopping. This is when people are typically winding down from their day and relaxing in preparation for bed. However, more and more people are making purchases during these hours.
The most popular items purchased late-night are food and drinks, retail goods (including clothing), and personal care products. People purchasing these types of things during the night tend to be in their early 20s or older with a college degree or higher.
Why Are People Shopping More Late at Night?
There are a few reasons why people might be shopping later at night. One reason is that there’s been an increase in online purchasing options. With the rise of e-commerce, people can buy what they want from the comfort of their own homes any time of day or night.
Another reason is that people have more access to deals and discounts than ever before. Retailers are offering more and more deals in an attempt to compete with one another, and this has led to people shopping later in the day when they have more time to compare prices.
An article from The Guardian, suggests that late-night television influences purchases with an increase in the purchasing of items like proving drawers and pastry equipment after a new season premiere of the Great British Bake-Off.
Finally, some people shop late at night because they’re looking for a distraction from their day-to-day lives. They may be stressed out and buying something new can help them to forget their troubles for a while.
What Are Some Late Night Habits To Be Aware Of?
- Cart abandonment. After their usual bedtime and within the past three months, 72% of respondents of a U.S. survey had filled up a shopping cart without completing their purchase.
- Instant gratification. Late-night shoppers are looking for a product to be in their hands as soon as possible. 48% of shoppers said they’re likely to make an unplanned purchase if they can receive the item within 24 hours.
- Mobile habit. Most shoppers are making their purchases directly from their phones so make sure you’re optimizing for mobile. More than 55% of purchases occur on a smartphone, according to a 2021 survey.
- Clothes and Accessories Reign. According to Shoprunner, the most popular late-night purchases are shirts, coats, accessories, beauty products, health care items, and kids’ clothes.
What Should You Do About It As A Business Owner?
As an e-commerce store owner, it’s important to be aware of late-night shopping psychology. When people are making purchases in the hours between midnight and four in the morning, they’re often doing so impulsively. They’re not necessarily taking the time to compare prices or read reviews; they’re just looking for something that will make them feel good in the moment.
This means that you have a prime opportunity to sell your products to these shoppers. If you can create an irresistible offer or present your products in a way that feels exciting, you may convince people to buy even if they normally wouldn’t.
To encourage shoppers to buy from your eCommerce store:
- Create an irresistible offer – impulse buys happen when you have a great product at the right price.
- Make your products look exciting – people will be more likely to make a purchase if they think it looks fun and enjoyable.
- Offer free shipping for impulse buys – this will sweeten the deal and make it more likely that people will buy from you.
- Target clothes and accessories – these tend to be popular late-night purchases, so make sure you’re optimizing your products and site for these shoppers if you sell anything like this.
- Make sure your site is mobile-friendly – more than half of all purchases are now made on smartphones, so it’s important that your store looks good and functions well on these devices.
The number of late-night shoppers is increasing every year, and this trend isn’t likely to slow down any time soon. Keeping up with it could be a way for you to boost your e-commerce business. Late nights are a prime opportunity for you to make sales, but only if you know what makes them tick! Need help with optimizing your business for late-night consumers? Reach out to EYStudios and we’ll work with you to develop a strategy to capture any audience you want to target.