Nighttime is becoming the new prime time for online shopping: according to YooMoney, 75% of Russians have purchased goods or services online at least once between 11:00 p.m. and 6:00 a.m., compared to 60% last year. The share of those who never shop at night has dropped to 25%.
The main reasons for late-night shopping are going to bed late (35%), lack of time during the day (27%), and the calm atmosphere at night (27%). The most popular shopping hours are from 11:00 p.m. to 1:00 a.m.
At night, people most often pay for services (45%), government payments (26%), and digital goods (10%). Among more traditional categories, home goods, clothing, food, electronics, and cosmetics are the most popular.
For many, night shopping is impulsive—40% of survey participants admitted that their nighttime purchases are spontaneous, while only 25% plan their purchases in advance. The main platforms used are marketplaces and delivery services.
Source
The main reasons for late-night shopping are going to bed late (35%), lack of time during the day (27%), and the calm atmosphere at night (27%). The most popular shopping hours are from 11:00 p.m. to 1:00 a.m.
At night, people most often pay for services (45%), government payments (26%), and digital goods (10%). Among more traditional categories, home goods, clothing, food, electronics, and cosmetics are the most popular.
For many, night shopping is impulsive—40% of survey participants admitted that their nighttime purchases are spontaneous, while only 25% plan their purchases in advance. The main platforms used are marketplaces and delivery services.
Source