Boom in online night shopping: New parents fuel rise in purchases between midnight and 6am The number of baby products sold overnight has rocketed by 78 per centMany 'shopturnals' are new parents kept awake by their children
23:22 GMT, 11 December 2012
While others are asleep, more and more of us are ‘shopturnals’ – shopping online between midnight and 6am.
Many of these shoppers are new parents who are kept awake by their babies.
The number of baby products sold in the six-hour period has risen 78 per cent over the last year, due to our increasingly 24/7 internet era, according to research by Amazon.
Shopturnals: New research has found that an increasing number of people are turning to online shopping when they are unable to sleep at night
Nursing pads and sleep trainers are the big sellers as parents go online while waiting for babies to drop off.
It also seems many of us are thinking about 50 Shades Of Grey – the erotic novel is another leading night owl item in a poll of 2,000, along with Zumba dance kits, Adele CDs and DVDs of Harry Potter films.
Unsurprisingly, most popular at 5am is the Gro Anywhere Blackout Blind – a useful aid for those who need help in getting to sleep – and the Gro Clock Sleep Trainer.
Erotic: Novel 50 Shades of Grey has been one of the biggest sellers among 'shopturnals'
Going online is the second most common activity for those awake in the early hours, behind reading but ahead of watching TV or listening to music.
Three per cent spend the time catching up on work while one per cent turn to exercise in a bid to kill time.
The survey found that nearly three quarters of parents miss out on up to four-and-a-half hours sleep a night, leaving a third continually exhausted.
Families expert Dr Rosemary Leonard said: 'As a parent, getting through the night in one piece can be hugely challenging, and with so much advice available it’s often difficult to know what’s right and what’s wrong.
'Interestingly, the study revealed that mums are twice as likely to get up during the night than dads, with cuddling and feeding appearing as the most favoured methods to help a child to sleep.
'We often assume that a baby is restless at night because he is hungry, but this data suggests that perhaps dad might like to try and settle baby more often, particularly if mum is breastfeeding as the “promise” of breast milk can be a real distraction to little ones in the middle of the night.'
Not tired: Just a small number of people are taking to catching up on work late at night if they cannot sleep