UK online shopping trends- Brits beat Monday blues with e-tail therapy


Online shoppers in the UK are most likely to browse and buy on Monday evenings, but also enjoy boozy late night browsing on Fridays and take less than a minute to make a decision on clothes and books purchases according to new research. The study, from Rakuten’s, looked into Britain’s online shopping and browsing habits, based on data mined from traffic and sales through its website.

Data insights reveal Brits combat back to work Monday blues with an evening of online retail therapy, with clocking its highest browsing figures and highest volume sales conversions from 8pm – 10pm every Monday.

Mobile browsing surges on Monday morning from 7-8am and the pattern of browsing from bed or on the early morning commute is echoed throughout the week, with the highest levels of mobile browser activity occurring between 6 – 8 a.m. Data also shows that shoppers are most likely to click through on deals via their mobile during this early morning timeframe.

Adam Stewart, Marketing Director, Rakuten’s added further detail to the mobile shopping trends, “Whilst mobile shopping is gaining significant momentum, our findings show that it’s still a tech savvy audience that’s making that leap to mobile commerce. Consumers through the mobile channels are more likely than their desktop counterparts to purchase new technology and invest in blu-rays.”

Data also implies that Brits enjoy boozy browsing on a Friday night, with a weekly peak in late night shopping conversions from Midnight on Friday. Meanwhile in the early hours avid gamers contribute heavily to a rise in the average order value as video game and technology fans stock-up on the latest releases around 4 a.m.

Browser dwell times indicate that fashion and literature are Brits online impulse purchase items of choice, with the average users dwelling just over 40 seconds on clothes before purchase and under a minute on books, compared to considered purchases such as TVs which have an average dwell time of around 2 minutes.

Thursday morning is the second most significant day of the week for online sales, particularly sales of high value electrical goods; this peak coincides with a rise in premium delivery requests as shoppers look to get their hands on big ticket items for the weekend.


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