Year to Date: A Sober Assessment of Midnight Spending

Our aggregated client data shows that 38 percent of annual treat expenditure occurs between 11 at night and 3 in the morning. The remaining 62 percent is spread across the day and includes the breakfast cry.

This is a behavioural pattern, not a financial one, but it has consequences. Midnight treats cost on average 22 percent more than daytime treats because they are purchased in a hurry, from the nearest tin, and sometimes on the human’s card.

We recommend a hard cap of $6 a week for nocturnal spending, enforced by placing the treat jar in a cupboard with a latch. You will open the latch. But you will do it slowly, and in that time you will be reminded of us.