[Fact-finding Survey on Late-Night Shopping] 1:00 AM is the Devil's Hour When 'Rationality Logs Out'. 24kg of Bleach, 3kg of Oysters... What is the Tragedy Brought by 'Paralysis of Scale'?
HADO Co., Ltd.'s media 'Monita' revealed that late-night shopping peaks at 1 AM. Impaired judgment leads to impulse buys like massive quantities of goods or idealized self-improvement items.
📋 Article Processing Timeline
- 📰 Published: April 7, 2026 at 19:00
- 🔍 Collected: April 7, 2026 at 10:31
- 🤖 AI Analyzed: April 20, 2026 at 23:26 (324h 54m after Collected)
HADO Co., Ltd. (Headquarters: Shibuya-ku, Tokyo, Representative Director: Taiga Tanaka), which operates the consumer-participatory media "Monita", conducted a fact-finding survey on "shopping ordered and regretted due to late-night tension" among 24 men and women nationwide on April 2, 2026. In modern times when smartphones have become widespread and shopping is possible anywhere, 24 hours a day, we report on the "mismatch of consumption" brought about by the psychological state peculiar to late nights.
Background of the Survey
While the convenience of e-commerce has dramatically improved, there are scattered cases where "impulsive purchasing behavior" during the late-night hours, when daytime stress and fatigue accumulate, imposes an unexpected burden on consumers' living spaces and household finances.
Consumption activities, which were once bound by the business hours of physical stores, are now directly connected to the "defenseless mental state of late nights." How does the "suppressive rationality," which should be working during the day, malfunction in the quiet dead of night, and what kind of "bugs" does it cause? Monita conducted this survey to visualize the "loss of rational judgment" that occurs in the late-night hours and to reconsider sound purchasing literacy in modern digital consumption society.
Summary of Survey Results
1. The peak of the devil is "1:00 AM": 33.3% of the answers were concentrated in this one hour. The 3 hours from midnight to 2:00 AM account for about 70% of the total, revealing the reality that rationality drops significantly during the late-night hours.
2. Complete paralysis of the "sense of scale": "Excessive quantities" that greatly deviate from the storage resources and consumption capacity of an average household, such as 24 kg of commercial bleach and 100 servings of dried wakame seaweed, are the main causes of regret.
3. Immediate settlement of "desire for transformation": The tendency to pay for the illusion of an "ideal self" rather than "things," such as health equipment like Wonder Core and qualification books, is prominent among the prime working generation in their 30s and 40s.
Survey Detail 1: Background of the "Household Breakwater" Collapse at 1:00 AM
According to the survey, the peak time for ordering products is concentrated in the "1:00 AM hour" (33.3%). Released from daytime work, housework, and information such as SNS, this time zone, when one's free time reaches its peak, is also the timing when the day's "judgment fatigue" (exhaustion of decision-making) becomes most pronounced.
During the day, calm risk management that allows one to stop and think "there is no storage space" or "is it really necessary" works, but in the quiet silence of a lonely late night, only positive aspects such as "justifiable reward for oneself" or "expectation of breaking the status quo" are emphasized. As a result, the reality has been highlighted that there is a "lowering of psychological hurdles" that prompts the immediate pressing of the purchase button even for "commercial sizes" and "extraordinary general goods" that deviate from the original scale of living.
Survey Detail 2: Why do "Quantity Bugs" Occur?
When analyzing concrete episodes of "things that made people speechless when they arrived," the following three mismatches emerged.
- Infringement of storage resources: 24 kg of bleach, 3 kg of raw oysters, etc. A phenomenon where the mysterious late-night theory of "cost performance" exceeds the physical cost of living space.
- Misjudgment of consumption capacity: 100 servings of dried wakame, 1 kg of tapioca. Miscalculating preparation time and consumption speed.
Background of the Survey
While the convenience of e-commerce has dramatically improved, there are scattered cases where "impulsive purchasing behavior" during the late-night hours, when daytime stress and fatigue accumulate, imposes an unexpected burden on consumers' living spaces and household finances.
Consumption activities, which were once bound by the business hours of physical stores, are now directly connected to the "defenseless mental state of late nights." How does the "suppressive rationality," which should be working during the day, malfunction in the quiet dead of night, and what kind of "bugs" does it cause? Monita conducted this survey to visualize the "loss of rational judgment" that occurs in the late-night hours and to reconsider sound purchasing literacy in modern digital consumption society.
Summary of Survey Results
1. The peak of the devil is "1:00 AM": 33.3% of the answers were concentrated in this one hour. The 3 hours from midnight to 2:00 AM account for about 70% of the total, revealing the reality that rationality drops significantly during the late-night hours.
2. Complete paralysis of the "sense of scale": "Excessive quantities" that greatly deviate from the storage resources and consumption capacity of an average household, such as 24 kg of commercial bleach and 100 servings of dried wakame seaweed, are the main causes of regret.
3. Immediate settlement of "desire for transformation": The tendency to pay for the illusion of an "ideal self" rather than "things," such as health equipment like Wonder Core and qualification books, is prominent among the prime working generation in their 30s and 40s.
Survey Detail 1: Background of the "Household Breakwater" Collapse at 1:00 AM
According to the survey, the peak time for ordering products is concentrated in the "1:00 AM hour" (33.3%). Released from daytime work, housework, and information such as SNS, this time zone, when one's free time reaches its peak, is also the timing when the day's "judgment fatigue" (exhaustion of decision-making) becomes most pronounced.
During the day, calm risk management that allows one to stop and think "there is no storage space" or "is it really necessary" works, but in the quiet silence of a lonely late night, only positive aspects such as "justifiable reward for oneself" or "expectation of breaking the status quo" are emphasized. As a result, the reality has been highlighted that there is a "lowering of psychological hurdles" that prompts the immediate pressing of the purchase button even for "commercial sizes" and "extraordinary general goods" that deviate from the original scale of living.
Survey Detail 2: Why do "Quantity Bugs" Occur?
When analyzing concrete episodes of "things that made people speechless when they arrived," the following three mismatches emerged.
- Infringement of storage resources: 24 kg of bleach, 3 kg of raw oysters, etc. A phenomenon where the mysterious late-night theory of "cost performance" exceeds the physical cost of living space.
- Misjudgment of consumption capacity: 100 servings of dried wakame, 1 kg of tapioca. Miscalculating preparation time and consumption speed.