Sunningdale in Berkshire has leapt from 22nd place in 2006 to this year's pole position on Experian's list of the UK's Top 100 home shopping locations for 2007.
It joins 65 other commuter towns on the list, signalling a new trend as busy workers turn to catalogues and the internet for their retail fix.
Sunningdale's home shoppers spent £137 each in the 12 months to June 2007, knocking Barnes in London, which was last year's home shopping hotspot, into second place.
According to Mosaic UK, Experian's consumer classification system, Sunningdale's residents fall into its "cultural leaders" group. Their characteristics include an elite type of income and wealth, employment, social position, security and influence. The group has families that do their conventional shopping in upmarket supermarkets such as Waitrose and Sainsbury's, but also make considerable use of the internet in general and for shopping in particular.
Experian suggests that three factors are influencing the home shopping "flick to click" phenomenon, where consumers browse catalogues and go online to make their purchases. These are the commuter belt, broadband penetration and the arrival of Tesco Direct, which has run a multimillion-pound advertising campaign to publicise its latest catalogue.
Mark Peacock, home shopping consultant for Experian Integrated Marketing, said: "The very people who now use home shopping the most are those that a decade ago wouldn't have given it a second look. Cheaper broadband, people working longer hours and major brands getting in on the home shopping act are what's driving the phenomenon."