Shopping is now a 24 hour occupation, with consumers willing to drop big bucks in the early hours.
In the fifth annual John Lewis Retail Report, which looks at how customers shop, live and look, the retailer reveals that in the last 12 months a diamond ring worth £6,995 was purchased from the company’s website at 1am, with diamond purchases being quite common in the moonlight hours.
While the diamond engagement ring is the most expensive piece which was bought 1am from the retailer last year, one consumer purchased a £7k summerhouse at midnight, and another invested in a £5,000 Janome sewing machine at 2am.
On average, 9,000 orders a night are placed on JohnLewis.com.
The report also reveals changes to the way its customers shop on mobile devices.
“For customers today mobile shopping is second nature,” shares the retailer. “With mobile shopping now the norm, it is easy to forget that this is only a recent state of affairs. Back in 2014, only a quarter of traffic on JohnLewis.com came from mobiles. Today, that figure is well over a third (37%). In fact, transactions through the John Lewis mobile website and John Lewis apps are increasing more than any other channel.”
For John Lewis, purchases on smartphones have increase by 69%, while its app has reported a 48% rise. Desktops only recorded a 7% growth year on year, and tablets saw no change.
In total, 64% of customer visits to the John Lewis website come from smartphones or tablets.