Retail giant John Lewis says Britons don’t care what time it is when they can grab a bargain

This article is more than 5 years old

This article is more than 5 years old

Britons are so addicted to shopping that many are glued to their smartphones when most of their neighbours are asleep – buying games consoles, Lego and pillows.

A study of tens of thousands of purchases made at John Lewis last year provides a barometer of changing trends and tastes – with the results painting a surprising picture of a nation of peacock dressers who take their lifestyle cues from popular TV shows, films and social media trends.

The most revealing finding is perhaps the 30% increase in online shopping between the hours of midnight and 6am. Brisk trade in the wee hours reflects “the degree to which customers are always on,” said John Lewis managing director Andy Street.

He pointed to the success of events such as Black Friday – a tradition imported from the US, where retailers offer big one-off discounts the day after Thanksgiving – when most sales were made between midnight and 1am.

“When people think there is a bargain to be had, they don’t care what time of day it is,” Street said.

Some late-night bestsellers are predictable: nocturnal gamers press the button to buy new consoles, while sleep-deprived parents splash out on toys and equipment to keep their children entertained. Lego figurines and nursery paraphernalia are among the top sellers around 4am.

By breakfast time, with the school run looming, schoolwear and children’s shoes are among the most ordered items.

“Shopping has become much more spread over the day because the internet means it is no longer fixed to when things are open,” said Neil Saunders, retail analyst at Conlumino.

“But what has also changed is the rise of the tablet. They are much more portable, so you are able to take them to bed in a way you would never have dreamed of doing with a laptop.”

Some 44% of households now own a tablet, according to the most recent market survey by Ofcom – up from 24% a year ago.

More than a quarter of over-55s – a rich seam of custom for John Lewis – also own a tablet, says the regulator.

With sales of more than £3bn last year, what is being rung up at the tills of middle England’s favourite department store provides a snapshot of a nation quickly in and out of love with new products and gadgets.

Set-top boxes, camcorders and iPod docks have become slower sellers, while fitness gadgets are flying off the virtual shelves. Sales of wearable tech devices such as the Fitbit are up nearly 900%.

The yellow jersey of the Tour de France wending its way through the Yorkshire Dales, coupled with the World Cup, meant Britons had sport on their minds and sales of widescreen TVs and cycling apparel took off in the runup to the events.

So-called “statement trainers” and the “sports luxe” fashion have also soared. Sales of Nike’s fluorescent running shoes more than tripled, with pink the top seller – up 400% – according to the retailer.

But it is John Lewis’s male shoppers who have been setting the fashion pace.

The retailer points to The Wolf of Wall Street movie for fuelling the desire for sharp suits and even sharper socks, with demand for pink jumping 75%.

Slim-fit trousers and jeans were also in vogue with snug-fitting Levi 511s the ones to be seen in . The arrival of the “yummy” – the young urban modern male – pushed demand for floral print menswear up by nearly 1,000% while sales of orange shirts have quadrupled.

The Royal family have also provided a sales fillip with the Duchess of Cambridge giving statement coats a shot in the arm after parading a number of different designs during the Cambridges’ tour of New Zealand. When Prince George sported a sailor suit, sales of nautical baby attire climbed 10%.

Street says the “pace of change in products is moving faster than ever” – ushering in new lines as TV shows and social media trigger new demand.

One example is loom bands. The playground craze went truly mainstream in May when John Lewis saw a 295% increase in sales in a single week, but by June the number of searches was declining.

The Gogglebox TV show is cited as the reason behind an 18% increase in laptray sales while The Great British Bake Off and Masterchef are reckoned to be behind increased demand for specialist cooking products like ravioli kits, fishbone tweezers and filleting knives.