Wendy Zhang/ Shanghai Daily news

Customers are opting to purchase small home appliances at night, with night sales accounting for 47 percent of the total sales, today's Laodong Daily reported.
According to 60 small household appliance retailers in the city, the hourly business volume of small home appliances from 17:00 to 21:00 is 66 percent higher than that during the daytime.
Although there are fewer customers in the nighttime, the night time trade proportion is 27 percent higher, said a spokesman with the Suning Appliances Group, adding that the average sales volume for each purchase made during the night is also 32 percent higher than the daytime volume.
Night sales this year began more than one month earlier than last year, said an expert with the Shanghai Home Appliance Trade Association.
More night time customers are brand rather than price sensitive, compared with those shop in the day, the expert pointed out, adding that the shopping environment during the night is better than that in the day, and it is easy for shop assistants to describe commodities in detail.