Beyond the 9-to-5 consumer: Why and what we buy at night
Why and how do we shop at night? This project intends to find out.
Factsheet
- Schools involved Business School
- Institute(s) Institute for Marketing & Global Management
- Research unit(s) Marketing
- Strategic thematic field Thematic field "Sustainable Development"
- Funding organisation SNSF
- Duration (planned) 01.02.2026 - 31.01.2027
- Head of project Prof. Dr. Sven Feurer
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Project staff
Prof. Dr. Sven Feurer
Prof. Dr. Claudine Gaibrois
Situation
Recently, a new phenomenon known as “night owl shopping” has emerged, where consumers increasingly make purchases during late-night hours (online/mobile, or at late-night shopping events). This phenomenon is particularly prevalent among 25-34-year-olds, with 48% participating in midnight sales. To date, consumer behavior is overwhelmingly studied during the day, during working hours or without a focus on a specific time of day (or rather, night). Meanwhile, little is known about the impact of such late-night shopping on harmful purchase patterns. This project has the goal of illuminating this issue.
Course of action
To answer the research questions, this project follows a multi-method approach, combining qualitative- and quantitative data collections and analyses.
