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6pm is UK’s busiest hour for online shopping deals

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Hotukdeals has published data showing that online shopping activity in the UK peaks in the evening, with 6pm the busiest hour for browsing deals.

The findings are based on analysis of millions of anonymised UK user sessions, covering more than 300 million pageviews and over 30 million clickouts.

The data shows a pronounced late-day surge in consumer activity, with browsing strongest between 5pm and 10pm. Activity at 6pm was more than eight times higher than at 4am, the quietest hour recorded.

Evening users also appeared more likely to act on what they saw. Between 6pm and 11pm, shoppers were 27% more likely to click out to a deal than between 12pm and 3pm, according to the figures.

That distinction matters for retailers trying to understand when browsing turns into purchase intent. While office-hour traffic remains significant, the data suggests shoppers are more decisive later in the day.

Ben Smye, Consumer Expert at Hotukdeals, said: “The data shows that 6pm is the single busiest moment for online shopping activity in the UK, with more than eight times the activity seen at 4am, the nation’s quietest online hour. What’s also notable is that activity stays strong right through to 11pm, and this is also the time when shoppers appear most decisive. Between 6-11pm, they are 27% more likely to click out to a deal than between 12-3pm.”

Mobile shift

The figures also underline how strongly mobile devices now dominate online shopping behaviour. Eight in 10 pageviews came from phones, while mobile accounted for more than two-thirds of clickouts from 8pm onwards.

That evening mobile share compares with around 55% during office hours, suggesting a clear shift away from desktops and laptops once the working day ends. The pattern points to consumers moving shopping activity to smartphones as they return home and browse from sofas or beds.

Most mobile pageviews came through the Hotukdeals app. The ratio of clickouts to visits also rose in the evening, reinforcing the view that later browsing sessions are more likely to result in action.

Smye said: “80% of pageviews are from mobile devices, with the majority of those via the Hotukdeals app. What’s also revealing is that people seem to have higher intent in the evenings; the ratio of clickouts on deals to overall visits increases. Millions of people are now nocturnal binge browsers, shopping from their beds, phones in hand, with one eye on a deal and the other on their pillow.”

Changing habits

Durga Gandhi, a Consumer Behaviour Expert with experience in product development and merchandising roles at Laura Ashley, Next, John Lewis and Tails.com, said the pattern may reflect changes in home and work routines, as well as the way shopping now overlaps with leisure screen time.

The evening spike, she said, is consistent with household routines that leave many consumers free to browse only after work, childcare and domestic tasks are complete. It also reflects the role of social media and mobile-led shopping journeys, where inspiration and transaction can happen in the same session.

“9pm is one of the daily online shopping peaks in the UK. The kids are in bed, dinner is done, washing up and chores are mostly sorted for the day, and most people settle on the sofa before bed. What we are seeing is people scrolling on their phones as part of their downtime. This scroll time has become shopping time. Consumers are either being inspired to purchase items through social media, or they are making their planned purchases as part of their evening admin, like placing an online food delivery. After a long day, we feel less resistance to the ‘treat yourself’ mentality, which means popular self-gifts, such as candles and skincare, often make it into the basket. Retailers have adapted to this; for example, ASOS pushed its order cut-off for next-day delivery to 10pm. What is also interesting is that deal checking is increasingly part of the evening shopping process, and with browser add-ons, it’s even easier to make sure you don’t pay more than you need to,” Gandhi said.

Weekly pattern

The weekly breakdown also challenges assumptions about when online shopping is busiest. Monday generated the highest overall pageviews in the period examined, while Friday recorded the strongest buying intent.

Friday had both the highest number of clickouts on deals and the strongest ratio of pageviews leading to clickouts. That suggests consumers may begin the week with browsing and research, then move closer to purchase by the end of the working week.

By contrast, Sunday appeared to be the least decisive day for shoppers, with the lowest clickout-to-pageview ratio of any day, indicating a more casual or inspiration-led pattern of browsing.

Smye said: “The data reveals a pretty consistent pattern: Monday is the biggest browsing day; that’s the day that received the most overall pageviews during the period assessed. But Friday is when shoppers show the most buying intent, as that’s the day that recorded the most number of clickouts on deals as well as the highest proportion of pageviews that lead to a clickout.”



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Oxford Vaccine Group seeks volunteers for world-first Ebola trial

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The trial, known as BD-Ebov, is testing a candidate vaccine called ChAdOx1 Ebola BDBV Vaccine, developed at the University of Oxford using the same platform technology that underpinned the Oxford-AstraZeneca Covid-19 vaccine.

The backdrop is a serious one. In May 2026 the World Health Organisation declared a public health emergency of international concern after cases of severe fever and death linked to Bundibugyo virus were detected in the Democratic Republic of the Congo. The virus, normally carried by fruit bats, can cross into humans through contact with infected animals and then spread between people through direct contact with body fluids.

Until now, there has been no licensed vaccine specifically targeting this strain. The Oxford trial is the first attempt to change that.

Researchers are recruiting healthy adults aged 18 to 55 who are in good health and able to attend regular face-to-face appointments in Oxford. The study runs for a year, with up to 12 visits at the Headington site. Volunteers have blood tests at each visit, are reviewed by a study clinician, and log any symptoms in an electronic diary.

The first 10 participants form Group 1 and receive an initial dose followed by a six-month booster. The following 40 participants make up Group 2 and receive either a single dose of the vaccine or a saltwater placebo. The team is looking at both the safety of the vaccine and the immune response it triggers.

Volunteers are reimbursed for their time, travel and inconvenience. Group 1 participants can receive up to £1,200 and Group 2 participants up to £790 across the year.

The Oxford Vaccine Group has been part of the University of Oxford’s Department of Paediatrics for more than 30 years. In that time it has run trials involving over 150,000 participants around the world, and its work on typhoid conjugate vaccines and the Oxford-AstraZeneca Covid-19 vaccine has contributed to millions of lives saved.

The Ebola trial fits that pattern: a small group of volunteers in one Oxford building, taking part in something that could eventually matter thousands of miles away.

The team’s message to prospective volunteers is a simple one. One volunteer today, potentially millions protected tomorrow.

Further details about eligibility, the schedule of visits and what taking part involves are set out in the participant information sheet, and expressions of interest can be registered through the study’s sign-up page.

More background on the group’s history and its current portfolio of studies is available on the Oxford Vaccine Group website.

For a research centre tucked away on a quiet street in Headington, it is a reminder of how much of the world’s vaccine science still runs through Oxford.





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Couple at town fabrics shop celebrate its 30th anniversary

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On one such day, a customer asked for “a five-metre high, Italian strung, theatre-type curtain”.

That may sound a challenge, but not for the Batemans, who immediately set to work and provided the necessary goods.

READ MORE: UK restaurant chain bids farewell in emotional goodbye

That has been the aim throughout at Freelance Fabrics, which this year celebrates its 30th anniversary in Kidlington shopping centre, off High Street.

It was one of about 30 outlets under the Fabric Warehouse name that opened in towns and cities throughout the country. The store in Kidlington is the only one that has survived.

It opened in 1996 and three years later, was taken over by David Cox who ran it until Mr and Mrs Bateman succeeded him on New Year’s Day 2022.

A recent article in a trade magazine gave them a glowing tribute: “Under them, it has maintained its reputation for good-value curtain and upholstery fabrics while expanding its quilting cottons, dressmaking fabrics, wool, sewing machines and overlockers. That growth reflects its customers’ habits.”

Mr Bateman served in the Royal Electrical and Mechanical Engineers (REME) and as a fire alarm salesman in his early career.

He admits he knew “absolutely nothing” about the fabrics trade when he and his wife moved into it.

He tells me: “We took over the shop just as Covid was ending, not knowing what was going to happen. Four and a half years later, we are still here and going strong.

“We have increased stock levels considerably, taken on sewing machine contracts and increased the range of fabrics and haberdashery.

“Fabrics, threads and wool are not easy to match online. Many customers still want to see and feel materials before buying. Equally important is the advice.

“While other stores around have unfortunately closed, we are setting up to be here for the future.”





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Oxford family butcher gains top sustainability award

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Aldens, which has served Oxford and its surrounding counties for more than 235 years, has been awarded B Corp status – a mark awarded to businesses that meet high standards of social and environmental performance, transparency and accountability.

The certification places Aldens among a global community of companies committed to balancing profit with purpose, and it is the highest-scoring business in its sector.

Matthew Alden, managing director and a member of the seventh generation of the Alden family, said: “For 235 years we believe that success isn’t simply measured by profit, but by the relationships we build, the trust we earn and the contribution we make to our community.

“We’re incredibly proud that these values have now been recognised through B Corp certification.

“Although our business has changed enormously since 1793, our principles remain exactly the same – to treat people fairly, support British farming, produce exceptional food, ensure people eat well and leave the business stronger for future generations.”

The company achieved an Overall B Impact Score of 156.6, placing it in the top one per cent of B Corp companies in the UK.

Mr Alden said: “That is an achievement of which everyone at Aldens can be immensely proud, particularly because it reflects our performance across the business – from our Team and governance to our community and environmental impact.”

The business supplies meat to restaurants, pubs, schools, colleges, universities, and hospitality businesses across the UK, and also serves residents through its Oxford retail outlets, Meatmaster and Fishmarket.

It has sustained its Oxford roots while investing in modern facilities, keeping skilled employment and long-term career opportunities in the city.

Aldens also works with charities, schools, colleges, and community groups, reflecting its belief that businesses should contribute meaningfully to society.

Mr Alden said: “Being part of Oxford isn’t simply where we’re based—it’s part of who we are.

“We have supplied generations of Oxford families, schools, colleges and businesses, and we’re incredibly proud of those relationships.

“As a family business, we’ve always believed that if you look after your customers, colleagues, suppliers and community, the business will look after itself.

“B Corp confirms that those values remain just as important today as they were over two centuries ago.”

Environmental improvements are a core focus for Aldens.

The business has introduced more sustainable packaging, reduced waste, improved transport efficiency and worked with customers and logistics partners to lower emissions throughout the supply chain.

Aldens continues to support responsibly reared UK livestock, building long-term relationships with farmers who share its standards of animal welfare and environmental stewardship.





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