Who will own the night?

Howdy friends, happy Monday! That groggy transition from weekend bliss to an endless to-do list—the grind we both dread and thrive on.

And, of course, nothing says Monday morning like a big Starbucks coffee. It’s not the slow-sipped, artisanal weekend brew; it’s the coffee that owns the morning, the iconic green mermaid that brings us back to life and ready to work.

Which brings me to an interesting untapped opportunity. Coffee owns our morning—a multibillion-dollar cultural experience that Starbucks seemed to have built in the U.S.

But what about the night-time rituals that we end our day with, the things we do that prime us for rest and recharge?

I recently caught a My First Million podcast featuring RXBAR founder Peter Rahal. They brainstormed untapped product ideas, and one concept jumped out:
The night-time ritual.

Sleep as STATUS SYMBOL: A Multi-Billion-Dollar Opportunity

Let’s face it— grind culture era is over. Even Gary Vee is telling us to slow down.

Today’s most successful aren’t grinding their lives away; they’re healthy, balanced, and well-rested. Sleep has become the ultimate luxury, and brands like Moon Brew and Beam are already diving in with calming, sleep-inducing beverages.

But the potential here is bigger than any single product. As consumers prioritize rest, the real opportunity lies in owning the night-time ritual, making sleep a coveted lifestyle.

Target Audience: CREATURES OF HABIT

From the likes of Andrew Huberman and the wellness crew dishing out sleep science and products like Eight Sleep and the Oura Ring tracking every minute of rest, brands are already redefining sleep as a personalized luxury experience.

But what else can we build here?

Think vitamin mocktails, lavender-infused blends, DIY aromatherapy, or soothing playlists—all synced with smart wearables that adapt to your sleep rhythms.

Essentially, rituals and habits to own.

Rituals that become habits are powerful, and brands that weave themselves into these routines can build loyalty as comforting as the rituals themselves.

Reimagining the NIGHTCAP

Let’s talk about the “nightcap”—a ritual primed to evolve from a quick drink to a nightly experience people crave.

This is a space that has the potential for brands to break new ground: Making a sleep-inducing beverage as iconic at night as coffee is in the morning.

Working with MaryRuth’s at Amazon’s Brand Innovation Lab, my team has been testing the waters with the “Mocktail Recipe” hub, inspiring customers to wind down with supplement infused dranks that that feel indulgent.

The experience turned routine vitamins into something customers look forward to each night—a connection that keeps them coming back.

Shoppable Storytelling & Editorialized eCommerce

How do you create the behavior around a new ritual?

This is where crafted digital experiences can really help. Think editorialized, curated, shoppable brand experiences. For example, a night-focused e-commerce page where customers browse elevated sleep-ritual items: candles, mists, ambient playlists—each tailored to build your perfect nightly routine.

With the MaryRuth’s Organics “day-to-night” page, we created a time-based experience that adjusts featured products based on when customers visit.

Instead of a basic product listing, these experiences transform ads into aspirational, routine-building opportunities, blending storytelling with editorial commerce to make shopping contextual, personal, and inspiring.

Rituals… What they mean to you (and your brand)

Here’s a nudge to create new, enjoyable night-time rituals that improve sleep, ground you, and prove how small routines can spark big changes.

Brands, take this as your cue to tap into the moments in your customers' lives you could own, tell stories around these rituals and turn them into shoppable experiences.

If you’re here for more trends, fresh ideas, and inspiring convos, subscribe for all things BRANDITS. And if you’d like to dive into any of these ideas with me, reach out at [email protected].

Until next time—sleep well,
jgold