Introduction

As more Belgian supermarkets open on Sundays, consumers’ shopping habits are quickly evolving. We recently did a study for an article in the Belgian newspaper HLN, examining the trends in shopping days and peak shopping hours for Belgian consumers. In this article we discuss how Sunday openings impact retail, with insights drawn from our own data platform.

Are More Belgians Shopping on Sundays?

The short answer is yes. Our analysis reveals that the share of Belgian consumers shopping on Sundays has increased by 6% year-to-date compared to the same period last year. This trend is even more pronounced during the summer months (June - August), with a relative increase of 12% compared to the previous year. This increase could be explained by a broader shift towards Sunday openings, which in turn could mean a growing acceptance of these new retail hours with the Belgian shoppers.

Interestingly, our data also highlights a significant spike in December of 2023, as the holiday season drives more foot traffic to supermarkets on Sundays. In the same period and for the occasion of the holidays, Aldi was specially open on 2 Sundays of that month, which could help explain the peak in Sunday visits.

Is Sunday the Busiest Day for Supermarkets?

While Sunday mornings have become the busiest period of the week for retailers that open on Sundays, overall, Saturday is still the most crowded shopping day overall. For stores that do open on Sundays, their peak traffic of the week typically occurs between 10 and 12 a.m on Sunday. The overall busiest time slot of the week is on Saturday between 11 a.m. and 1 p.m.

Despite the surge in Sunday morning activity, the overall number of visits remains lower compared to other days due to many supermarkets either closing in the afternoon or not opening at all on Sundays. For those looking to enjoy a quieter shopping experience on weekends, early mornings between 9 and 10 a.m. are your best bet.

Expert Insight

According to Bart Muskala, founder and CEO of Accurat, "It’s no surprise that Sunday openings are an interesting business case. Our data already shows promising signs, and it's no surprise that many independent supermarkets are choosing to open on Sundays. However, that Sunday morning is the busiest morning of the week with some of the busiest hours, is more surprising. It’s also why large integrated supermarket chains are so seriously considering whether or not to open on Sundays."

What Does This Mean for Retailers?

The rise in Sunday openings provides an opportunity for supermarkets to attract more customers away from competitors that don’t open on Sundays. By focusing on these peak Sunday morning hours, retailers can capitalise on this trend, drive more traffic, and potentially increase sales. 

However, the basket size and budget sizes of customers are not magically going to increase by opening that extra day on Sunday. It’s important to note that the real reason Sunday openings are interesting for some stores is that other stores have a larger barrier to entry than others due to their operational model.

About Accurat

Accurat is a leader in retail, media, and real estate location insights, operating in the BeNeLux and Germany. By analyzing real-world consumer behavior, we empower businesses to make smarter decisions based on solid data.

For more insights into how our data can help you understand and leverage consumer behavior trends, feel free to contact us or visit our website.