In its 2022 Conversion Calendar, the payment service provider Klarna examined which days of the week and at what time people made the most purchases in German online shops. Fashion and jewelery are mainly bought on Sundays. Other product categories also like on Mondays.

    Klarna is publishing its conversion calendar for the third time. Changes in the shopping behavior of Germans compared to the previous year were already evident in the last year. Now Klarna wanted to investigate whether these changes can also be observed in the long term. The analysis is intended to help retailers to further optimize their marketing activities.

    Sunday is online shopping day

    And when do Germans prefer to go on a shopping tour? And which products are most in demand on which day? Especially on Sunday evenings between 9 p.m. and 11 p.m. there seems to be time to browse and order online, because for German consumers Sunday is still the most popular day of the week for online shopping. In eight out of twelve product categories, most purchases are made online on this day. This includes items from the areas of children’s products, clothing & shoes, erotic items, jewelry & accessories as well as leisure, sports and hobbies.

    Last year it was observed that Mondays are also popular with online shoppers. However, this trend is now slightly declining. Instead of five of the product categories examined, people now prefer to shop in only four categories, preferably on Mondays. These include automotive products, electronics products, food and entertainment. Last year, people preferred to shop for erotic products on Mondays, but now they also prefer to shop on Sundays.

    Old and young shop differently

    Not surprising, but there are clear differences in purchasing behavior in the various age groups. People aged 18 to 25 prefer to shop on Mondays and Sundays between 9 p.m. and 11 p.m. A popular day for buying food and drink among young people is Saturday lunchtime. With an increase of 324 percent, retailers are recording record growth here. On no other day and in none of the other product categories examined can such enormous growth be observed.

    Graphics: Klarna

    Consumers over the age of 66, on the other hand, are more flexible. Mondays are also particularly popular with this age group. Sundays are the second favorite thing for seniors to shop for. However, Friday is also popular for intangible products and Tuesday for automotive products. In contrast to younger consumers, seniors also like to shop online during the day. For example, electronic items, food and beverages, health and beauty products, as well as products from the leisure, sport and hobby category have a sales peak on Mondays between 12 p.m. and 1 p.m.

    Merchants should pay attention to peak times in e-commerce

    The peak times when shopping online are relevant for retailers, according to Klarna. Because in these times there is an enormous increase in sales. While last year saw an average sales growth of 147 percent (compared to the average sales per hour) across all categories, this year it is even 215 percent. The lowest sales growth of 193 percent can be seen in articles from the health & beauty area, which has increased compared to last year.

    Klarna advises: “Retailers should ensure a smooth online shopping experience, especially at peak times such as Sundays and Mondays.”

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