Is bedtime browsing costing you more than you realise? Over a quarter of Brits say yes
For many, online shopping at bedtime has become part of their nightly routine. But our research* suggests it can come at a cost, with more than a quarter (26%) of Brits admitting that sleepy scrolling has negatively impacted their finances.
The rise of 24/7 smartphone shopping means consumers can buy almost anything at the tap of a screen. But when combined with the tiredness and fatigue that creep in later in the day, the instant dopamine hit of making a purchase can make impulse spending much harder to resist.
Around one in seven (15%) Brits are likely to make impulse purchases when shopping late at night.
And even small spends can quickly add up - our research found that one in five (22%) UK adults say they’ve spent more than £200 in a single bedtime browsing session, showing just how costly this habit can become.
As a result, more than a quarter (24%) say they are turning to credit cards, Buy Now Pay Later schemes or overdrafts to fund late-night purchases - habits that could potentially put their credit score and future borrowing opportunities at risk.
The peak times for bedtime shopping
The convenience of round-the-clock online retail means many Brits are doing so after dark.
Almost a third (30%) say they regularly make purchases between 10pm and midnight, highlighting how closely this behaviour aligns with typical bedtime routines. For some, late-night shopping continues long after the lights go out - stretching into the early hours.
Around a quarter (24%) of UK adults say they regularly shop online between midnight and 2am, while more than one in five (21%) are still shopping between 2am and 4am.
The psychology of bedtime shopping
While scrolling through social media doesn't automatically lead to spending, our research found it plays a key role, with around one in ten (9%) saying it has influenced a purchase.
For others, sleepless nights are a shopping trigger, with 12% saying they browse and buy online when they can't sleep.
Other reasons people may feel more tempted to spend impulsively at night can include:
Decision fatigue: After a day of making decisions, fatigue can reduce our ability to exercise self-control and make clear, considered choices, making us more likely to give in to spending impulses.
Seeking a dopamine boost: Shopping can evoke feelings of reward and excitement, which can feel particularly tempting late at night, when you’re tired, stressed after a long work day, or in need of a mood lift.
One-click checkouts: With our phones increasingly doubling as wallets, purchases are often just a tap away - even from the comfort of your own bed. With fewer barriers to checkout, there’s less time to pause and think through a purchase, increasing the risk of impulse spending - particularly when shopping directly via social media apps like TikTok and Instagram.
How to combat late-night spending habits
Personal Finance & Insurance Expert
Our expert says:
“It’s important to note that the act of shopping online isn't the problem – in fact, for many people it has become their primary way to shop. The challenge comes when tiredness and impulse start influencing our decisions.
“Having a few practical tips up your sleeve can help keep you in control of your spending and make more mindful choices - that both yourself and your wallet won’t regret the next day.”
To reduce the risk of late-night spending leading to next-day regret, introducing small barriers between browsing and buying can make a big difference. Kara shares some simple habits that can help you slow down, think more clearly and stay in control of your spending.
Introduce a “sleep on it” rule - “Waiting until the morning can help interrupt impulse buying. That pause creates space to think more clearly about whether you can afford it and genuinely need it, rather than reacting in the moment to a decision that could put pressure on your finances.”
Remove saved payment details - “Clicking no when a site asks you to save your payment details means every time you buy something, you will have to put in all of your information again. While this adds an extra step, it can create helpful ‘friction’ that encourages more considered decisions.”
Replace bedtime scrolling - “Building healthier bedtime habits can help remove that temptation altogether. Reading, journaling or drawing are all great ways to relax before bed, with far fewer financial downsides.”
Set app boundaries or spending limits in the evening - “Setting a screen-time limit on your devices - or specific apps - can help break the doomscrolling cycle, before it leads to unplanned spending. Setting a daily spending limit - where available through your online banking app - based on your budget, means you only buy what you can actually afford.”
Save items to a wishlist - “Chances are, whatever you’re tempted to buy at night can wait until the next day. So, rather than hitting checkout on something you may regret in the morning, creating a wishlist gives you the chance to revisit your decision with a clearer mindset - without feeling overly restrictive.”
Methodology
*Research conducted by Censuswide surveying 1,000 UK adults in May 2026.
