Secret Revenue Stream for E-Tailers like Gilt Groupe? Drunken Ladyshoppers, Of Course!

Alcohol and consumerism is a marriage as old as Tupperware parties and wine spritzers (or whatever ungodly mix of Tab and spirits passed for a cocktail in the 1950’s).

But as The New York Times‘ Stephanie Clifford reports, the boom in online shopping “has opened alcohol-induced purchases to the masses.” Indeed, ChannelAdvisor, which powers e-commerce for hundreds of sites, says order volumes peak about 8 p.m. (just after after-work imbibing). This year, the company reports that the number of orders placed from 9 to midnight has increased. (In our collective defense, it was a pretty grotesque year.)

Although retailers “can never be sure” whether you clicked “buy” on that bejeweled Hello, Kitty iPhone case because you thought it was a good idea or because that Cranberry vodka told you to, they are nonetheless putting promotions in place to take advantage of your vulnerable state.

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