Late-night shopping is most among 25-34-year-olds.
Midnight shopping and unconventional self-gifting are among the shopping trends that have emerged ahead of the holiday season.
Forty percent of shoppers make their big purchases at midnight, as retailers now sometimes launch their best deals and flash sales in the middle of the night, according to a new consumer survey from digital financial services company Zip. Late-night shopping peaks among 25-34-year-olds, with 48% making purchases during midnight sales.
The Zip survey also reveals that self-gifting is on the rise. Forty percent of shoppers are buying themselves tech gadgets, while 23% of women prefer to splurge on beauty and spa products. However, unique items are on the rise as a form of self-gifting as well. Among the unique self-reported examples are White Sox tickets for the whole family, tattoos and night vision goggles.
[READ MORE: TD Bank: Holiday shoppers shifting from traditional presents to experiences]
Despite knowing them best, respondents reported spouses and children to be the most challenging people to shop for during the holiday season. Spouses top the list of challenging gift recipients, with 30% of both men and women saying their partner is the hardest person to shop for. Children present their own gift-buying challenge, with 11% of parents struggling to keep up with their kids’ evolving preferences.
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