What Time Do People Shop Online?
A recent study on when people shop online shows Thursdays, Fridays, and Sundays as the biggest online shopping days of the week.
To dive deeper into these online shopping statistics, we need to answer the question: What time do people shop online?
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What time do people shop online: peak online shopping hours
According to a survey on peak online shopping hours, the period around lunchtime experiences the highest online shopping activity of the day.
The study, which measures shopping activity using an index and allocates 100 as the average, shows that consumers are most actively shopping online at 12 p.m. and 1 p.m. These two hours register indexes of 144, making them the peak online shopping hours of the day.
This finding is in line with several other surveys on work time shopping. One indicates that as many as 46% of people shop online during their breaks and lunchtime, and results from another show that more than half (51%) say their online shopping activity during working hours has increased since the pandemic.
The next highest online shopping activity comes in the hours just before and after lunchtime—11 a.m. and 2 p.m. have indexes of 139 and 138, respectively.
Peak online shopping hours in the evening and at night
Shopping activity decreases slightly from that moment on and eventually hits 125 at 6 p.m., before rising again as night falls. 7 p.m. sees an online shopping index of 127. This rises to 131 at 8 p.m., and the peak online shopping hour at night is 9 p.m., with an index of 137.
At 10 p.m., online shopping activity remains relatively high, with an index of 135. But this falls considerably immediately after. The survey results of peak online shopping hours show that at 11 p.m., the index dips to 123, and falls below 98 at midnight.
The fall in online shopping activity continues through the early hours of the day, before reaching its lowest point at 5 a.m., with an index of 21. The low activity during this period should come as no surprise, as it’s when most people are asleep.
Online shopping activity starts rising again from 6 a.m. onwards, increasing hour after hour until its peak at 12 p.m. The biggest hour-to-hour jump in the index comes between 8 a.m. and 9 a.m., when the index surges 32 points, from 70 to 102.