Midnight shopping – what products do night owls buy?
Online retailer Galaxus’s sales figures show that certain products are almost exclusively bought in the daytime, while others are most often purchased at night. In the DACH region, there’s a clear trend: sex toys, fashion, beauty products and technology are night owls’ favourite purchases. Printers, ink cartridges and toners, however, rarely find new owners when it’s dark outside.
When it’s dark outside, the moon’s out and midnight has passed, many people are in bed and fast asleep. Others use the night for online shopping. But not all Galaxus products are equally popular with night owls. So what do our customers like to buy at night? And which products are rarely added to midnight shopping carts?
To find out, we’ve taken a closer look at which products customers in the DACH region have purchased the most and the least frequently between midnight and 5 a.m.
Moonlight activities in shopping carts
In Germany and Austria, products from the Love + Play category are the most common ones to be purchased at night, with Germany ranking slightly higher than Austria.
In Switzerland, sex toys and the like are «only» in second place, as the most popular nighttime shopping category is fashion.
Fashionable nights online
Fashion and styling are a big topic for night owls across all countries. People in Austria spice up their wardrobes (and their kids’) at night by buying clothes for babies and mums. In addition, an above-average number of beauty products such as body and facial care products and make-up are purchased. This also applies to Germany.
In Switzerland, however, people seem to be thinking about time and buy watches in the middle of the night.
But it’s not just beauty fans who shop at night – tech lovers also log in to our online shops after dark. Throughout the DACH region, Galaxus customers like to fill their shopping carts with IT products late at night. PC components such as processors and graphics cards are among the top 5 nighttime purchases in all three countries. In Switzerland, they’re joined by software; in Germany, by notebooks and VR and gaming accessories.
Printers and swimwear can sleep through the night
Night owls in the DACH region agree on which products they’re not interested in buying during the night, as hardly anyone seems to be thinking about their printer’s empty ink cartridge after dark. People in Germany and Switzerland are the least likely to buy ink cartridges and toners between midnight and 5 a.m. In Austria, printers are in fifth-last place out of around 90 product categories. And this despite the fact that printer cartridges and toners were among the ten best-selling products at Galaxus last year.
In certain countries, water lovers only seem to be active during the day, as swimwear comes second to last in the night ranking in Germany – and last in Austria.
Do you shop between midnight and 5 a.m.? If so, what do you most often buy during the night? Let us know in the comments.
