The rise of safe shopping online has given consumers in the UK the opportunity to make purchases not only at any time of the day or night but also from almost any location. Now a report from Dreams has found that 61 per cent of people enjoy carrying out a bit of e-commerce retail therapy while snuggled up under their duvet at home.

Furthermore, around a third of people make the most out of their domestic internet access to work while in bed when they have the opportunity, according to the Daily Mail.

Various retail habits have been reshaped as a result of online shopping becoming ubiquitous, especially in the UK, where a greater proportion of the population use e-commerce sites on a regular basis than almost anywhere else in the world.

Of course, there are some downsides to having 24-hour access to shopping sites, with many other studies showing that consumers can also slip into the trend of making online purchases while under the influence of alcohol in the early hours of the morning.

Some have also said that this is a signal that internet access is further fuelling a sedentary lifestyle, which could bring health concerns along with it, especially as more people choose to work flexibly and remotely.

No doubt retailers will take advantage of the news that so many people are shopping from their beds in order to target advertising more effectively. There will surely be aspects of bed-based e-commerce which influence consumer susceptibility to certain types of promotions, while the fact that people also work from their beds might make it prudent for travel brands to take advantage of this in their own marketing efforts, especially as this is a trend which is only going to grow.