Heatwave causes increase in night time online purchases, according to British e-retailers

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Online retailers across the UK have noticed a surge in traffic after dark, with night time visitors increasing by 26%, and a general lift in purchases of 17% on average, according to a new survey investigating the impact of the hot weather on spending.

The research was undertaken by the team at the European arm of www.accelerationpartners.com/uk. 396 online retailers took part, all of whom operated in the UK and had been trading for at least 12 months. Every retailer that took part had used affiliate or influencer marketing campaigns.

The respondents were initially asked, “Have you noticed any change in consumer behaviour due to the heatwave?” to which more than half (57%) stated that there was a change in consumer behaviour because of the hot weather. Relevant respondents were then asked to identify any changes they had witnessed, to which 85% stated that they had ‘more orders than usual’ and 48% noticed an ‘increase in average basket spend’, however 38% felt that consumers were spending ‘less time on the site’.

All retailers were then asked to state how much of an increase or fall they had experienced in online purchases, to which the average response was a 17% uplift.

In order to identify any changes in busy times, they were then asked if how much of an increase or decrease they had seen during various times of the day, revealing that the biggest change was a 26% increase during the ‘11pm-6am’ time period.

Sophie Parry-Billings, EMEA marketing manager commented: “These trends are more than just something for online retailers to enjoy while the weather lasts; they provide an opportunity for fast thinking and acting businesses to tailor their promotions and marketing activities. As browsing habits change and we see a substantial increase in the amount of traffic driven during the night, it could be worth running special promotions with affiliates or tweaking existing ones in order to accommodate for this and encourage the virtual footfall to your store in those hours.”