In this episode, hosts Siddharth & Atul explore the intriguing phenomenon of late-night online shopping in India, particularly the peak time of 12:27 a.m. They delve into the emotional aspects of shopping, the role of privacy, and how collective decision-making influences purchases, especially in electronics. The conversation also touches on cognitive load, gender differences in shopping habits, and the impact of marketing strategies that drive late-night purchases. The hosts emphasize the intertwining of entertainment and shopping, highlighting how modern consumers are becoming more impulsive in their buying behavior.