By Daniel Hunter
There has been a huge rise in the the number of people shopping online in the early hours of the morning, according to research by John Lewis.
Analysing purchases made on its online store over the past year, the department store chain saw a 30% rise in sales between midnight and 6am.
John Lewis managing director Andy Street, said it showed “the degree to which customers are always on".
The research also suggests that early morning shoppers are heavily influenced by trends in TV shows, films and social media.
Andy Street said the typically US tradition of Black Friday, where retailers offer one-off discounts the day after Thanksgiving, has been particularly successful with strong sales between midnight and 1am.
John Lewis revealed some particularly interesting patterns. Games consoles and children's toys and equipment shows strong sales during the six hour window, whilst nursery products and Lego are the biggest sellers around 4am.
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