Thomson is expecting a surge in online sales when British Summer Time ends this weekend.
The operator says data from previous Octobers when the clocks go back and the days get shorter shows Britons begin the search for winter sunshine.
Traffic on Thomson.co.uk rises significantly from the previous weekend when daylight hours were longer.
This trend, combined with the recent bad weather that has hit the UK, suggests that Thomson.co.uk could expect a particularly notable spike this year.
Jeremy Ellis, digital director for Thomson said: "As the dark nights draw in, we always notice an increase in traffic to our website the weekend after the clocks go back.
"We expect this year to follow the same pattern, particularly when taking into account the increased rainfall as well as weather experts predicting the worst winter for a decade.
"With very limited sunshine, having a holiday to look forward to can really lift people’s spirits and help them through the dark winter months."
