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What do Finns buy in the middle of the night? Verkkokauppa.com finds out.

Press release July 27, 2023

Finns make a wide variety of high-consideration purchases in the middle of the night, according to sales data from Verkkokauppa.com, which serves customers 24/7. The most expensive individual nighttime purchases have exceeded 2,000 euros. This diverse late-night shopping trend suggests that people are increasingly valuing their own time.

Verkkokauppa.com analyzed what Finns buy during summer nights. The study looked at purchases made between midnight and 6:00 AM from June 1 to July 7, 2023, both online and at the Helsinki store.

Nighttime purchases included a broad range of products: TVs, gaming consoles, Legos, sports watches, coffee machines, and even an electric guitar. Among high-value items, laptops, PS5 consoles, and phones were the most popular summer night buys. The most expensive single purchase was an Apple Mac mini M2 Pro, worth over 2,000 euros. Soft drinks, energy drinks, and sweets also sold well.

“In the middle of a busy daily life, time is money, and people want to use it as efficiently as possible. During summer holidays, time is especially precious – important purchases are made whenever it fits the schedule, even if it's 2:00 AM,” says Verkkokauppa.com Sales Director Pekka Litmanen.

People are willing to make high-value and high-consideration purchases at night. Image: AppleVerkkokauppa.com's Helsinki store switched to 24/7 hours in May this year. In addition to ordering and picking up warehouse items, customers can shop the entire store selection throughout the night. 24/7 home delivery is also available in the Helsinki metropolitan area. “Shopping at night is still new to many, but its popularity is growing as people discover the benefits. Our customers have been pleasantly surprised to get their products immediately instead of waiting for traditional morning opening hours,” says Litmanen. Some nighttime purchases are likely for immediate needs, such as a Whirlpool air conditioner ordered online at 2:49 AM on a Sunday in June and picked up just an hour later from the Helsinki store. However, there are also surprises, like an electric fatbike and a coffee machine with beans bought around 3:00 AM. “More expensive purchases are likely planned in advance, with the pickup timed for convenience. It seems coffee is on Finns' minds even in the middle of the night,” Litmanen laughs.

Verkkokauppa.com's top 10 most expensive nighttime purchases

Verkkokauppa.com ranked the top 10 most expensive purchases made between midnight and 6:00 AM from June 1 to July 7, 2023. The data shows that customers are willing to make significant, high-consideration purchases at night, with laptops dominating the list.

Top 10 most expensive nighttime purchases

Additional information
press@verkkokauppa.com (Ulkoinen palvelu)

Verkkokauppa.com
Verkkokauppa.com is Finland's leading online retailer, offering a wide range of products from home technology to leisure and business needs. Operating since 1992, the company is one of the world's oldest online retailers, combining e-commerce and physical stores into a seamless omnichannel customer experience. Verkkokauppa.com's four megastores are located in Oulu, Pirkkala, Raisio, and Helsinki's Jätkäsaari district. To deliver an exceptional customer experience, the company delivers products to your door in as little as one hour, around the clock, using automation and robotics. Verkkokauppa.com employs approximately 600 people, and the company's shares are listed on Nasdaq Helsinki.

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