When daylight saving time ends and the sun begins to set earlier, consumers are less likely to spend their evening hours shopping, writes Melissa Wylie for bizjournals.com.

While shoppers might save money when they bypass stores, retailers risk losing revenue, according to a report from JPMorgan Chase Institute. Consumers spend 3.5 percent less at grocery stores, gas stations and retailers in the month following the end of daylight saving time, according to the report.

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JPMorgan Chase compared shopping habits in Phoenix, which does not adhere to daylight saving time, to shopping activity in Los Angeles, Denver and San Diego, CNBC reported. Researchers found shoppers make fewer overall purchases in cities following daylight saving time.

For example, shoppers in Los Angeles spend 4.6 percent less on fuel, 4.8 less at retail stores and 5.9 percent less at grocery stores during the 30 days after daylight saving time ended, per CNBC. Researchers could not determine how long the time change impacted businesses.

“This is almost a subconscious thing. The shift in [consumers’] minds is largely consistent with their environment, in this case, less sunshine,” JPMorgan Chase researcher Marvin Monroe Jr. told CNBC.

Small business resource Fundera suggested small business owners cater to consumers’ interest in sleep, relaxation and comfort during fall and winter months. Fundera also recommended business owners manage inventory to accommodate for the dip in foot traffic.

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