Today, people can shop at any time of the day when buying things online. According to the annual report by John Lewis Retail that studies how customers shop, the diamond ring for £6,995 was bought from the website of the company at 1 in the morning. The report states that diamond purchases are especially common during the night hours.
Even though, this engagement ring is the most expensive item bought at 1 in the morning from the retailer last year, one customer purchased a summerhouse for £7k at midnight while another spent £5,000 for a sewing machine.
On average, about 9,000 orders are made on JohnLewis.com every night. The report also talks about how people shop on mobile devices. Mobile shopping is a norm today. In 2014, a quarter of traffic came from mobile devices. Today, this number is over a third.