Who has been there – where it’s midnight, you forgot to grab a gift for the birthday party, and know that if you do it now you’ll get it shipped to you in time?
Apparently, a lot of Metro Detroiters. A new ranking by ShopRunner has placed Metro Detroit as the region with the most (by percentage) middle of the night shoppers.
The data, based on ShopRunner members, shows that nearly 37 percent people in Detroit have shopped online overnight, besting the national average of 29 percent and making it the city with the most middle-of-the-night shoppers.
What is middle of the night shopping? That’s placing an online order between 11 p.m. and 5 a.m.
What exactly are all these night owl shoppers buying? They tend, according to the report, to buy essentials for themselves and their children, perhaps because they’re busy working people who don’t have time during the day. Daytime shoppers are more likely to buy discretionary goods for their homes and families.
Nighttime sales of beauty products outpace daytime sales by the biggest margin of any category. Kids clothing is also a popular nighttime category. Health care and – ahem – sexual wellness products are in the top five, too.
How did other cities rank in the Shoprunner data? Well, Philadelphia and Pittsburgh are close behind, with 34%; Miami, Houston, New York, Orlando and Cleveland are at 33%; and Raleigh-Durham along with Baltimore round out the top ten at 32%.
The fewest insomniac shoppers? That’d be the Denver area at just 11%. Sacremento, Phoenix, Seattle, Los Angeles and San Diego round out the bottom six.
“With clocks falling back, we started to wonder if people might be using that extra hour for something other than sleeping,” said Angela Song, Chief Marketing Officer of ShopRunner. “The analysis paints a pretty clear picture that the eastern part of the U.S. is more likely to spend that extra time shopping.”
