Retailers will be encouraged to tailor their opening hours to reach more customers as the sun sets, following new research commissioned by the City of Melbourne.
The study, produced by the Australian Retailers Association, revealed an opportunity for retailers to cash in on changing consumer behaviours - favouring twilight hours.
Research showed a strong demand amongst customers wanting to shop after businesses have closed their doors.
The highest discrepancy between foot traffic and trading hours was on Friday from 7pm to 9pm, Saturday evenings between 5pm and 9pm, and Monday to Wednesday evenings from 5pm to 7pm.
More than half of retailers surveyed supported a change to core trading hours - which would see retailers open for business from 10am to 7pm Sunday to Wednesday, and 10am to 9pm Thursday to Saturday.
The Twilight Trade initiative will shine a spotlight on local and major retailers trading after 5pm - bolstering the city's after-hours appeal.
City traders can register their interest in becoming a twilight trader online via the Australian Retailers Association.
Online information sessions will be held to inform retailers about the benefits, and businesses will also be supported by a marketing campaign targeting city visitors and students.
Twilight Trade is supported by the Melbourne City Revitalisation Fund - a $200 million partnership between the Victorian Government and the City of Melbourne.
