Opening stores on Sundays no longer triggers a shopping boom. An analysis of nearly 15 million card transactions made by ZEN.COM customers shows that on shopping Sundays, the number of purchases rises by only 6.4%, while the value of spending increases by just 1.8% compared with regular Sundays. The data shows that an additional retail day no longer translates into a meaningful increase in consumption – consumers are more likely to shift when they shop than to spend more.
This becomes even clearer when looking at the entire weekend. The Saturday preceding a shopping Sunday records a drop of more than 10% in purchase value compared with regular Saturdays, while the total value of spending across the whole weekend is around 5% lower than during weekends without shopping Sundays. This means that shopping Sundays primarily change the timing of purchases rather than their overall scale.
Although the number of transactions rises, their average value falls by more than 4%. This suggests that consumers are making smaller purchases more often and are less likely to opt for larger, impulse-driven spending.
“The most interesting finding is that shopping Sundays are no longer a trigger for higher spending. We see more transactions, but almost the same level of overall spending. This shows that consumers treat this day mainly as a more convenient moment to complete planned purchases, rather than as an opportunity to increase consumption,” says Łukasz Neska, Chief Growth Officer at ZEN.COM.
Poles are returning to brick-and-mortar stores
Although shopping Sundays do not increase overall spending, they clearly change where people shop. The value of transactions made in physical stores rises by 29%, while e-commerce declines by 11%.
This shows that the ability to see a product in person and compare offers remains an important part of the shopping process.
“E-commerce has taught us to shop quickly and conveniently. However, our data shows that when stores are open on Sunday, some customers consciously return to physical retail. Not to spend more, but to make more informed purchasing decisions. This is a reminder that despite technological progress, the in-store shopping experience still holds significant value,” adds Łukasz Neska.
Shopping Sundays benefit specific categories
The strongest increases are recorded in categories related to home furnishings (+91%), groceries (+59%), cosmetics (+43%), and fashion (+34%). At the same time, spending declines in restaurants (-12%), entertainment (-17%), and transportation (-7%).
Consumers over 45 benefit the most
The analysis also reveals clear generational differences. The largest increase in spending on shopping Sundays is recorded among consumers aged 55–64 (+13%) and 45–54 (+8%). Younger consumers show virtually no change in their shopping behavior.
“For younger consumers, online shopping is available seven days a week, so shopping Sundays matter very little to them. It looks very different among people over 45, who are much more likely to take advantage of the opportunity to shop in physical stores,” comments Łukasz Neska.
Mid-sized cities make the most of shopping Sundays
The largest increases in the value of spending in physical stores were recorded in Bydgoszcz (+97%), Katowice (+92%), Szczecin (+86%), and Lublin (+82%). It is mid-sized cities that respond most strongly to the opportunity to shop on Sunday.
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About the study
The analysis was conducted by ZEN.COM based on nearly 15 million card transactions made in Poland between January 2025 and June 2026. It compares eight shopping Sundays with 69 non-shopping Sundays, as well as the Saturdays preceding them. The study covers card transactions made both in brick-and-mortar stores and online.
