As Sundays and bank holidays are becoming increasingly popular for grocery shopping in Belgium, supermarkets that remain open on these days are seeing increases in profits of up to 20% compared to ten years ago.
While ten years ago people mainly did their groceries on Wednesday afternoons, Friday evenings and Saturdays, Sunday mornings can now easily be added to that list, according to Luc Ardies, Managing Director of the association of supermarkets, Buurtsuper.be.
"It is an estimate, but I suspect that the turnover of supermarkets that are open on Sundays has risen some 15% to 20% in the last ten years," he said in a press release, adding that some 30% to 40% more supermarkets are open on Sundays than a decade ago.
While supermarkets in Belgium are relatively late in joining other countries – such as the United Kingdom and the United States – in staying open on Sundays, not all supermarket branches are following the trend. Additionally, many of those that do open on Sunday, only do so in the morning.
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Still, customers are increasingly expecting to be able to do their groceries whenever it suits them, including on what is normally considered a rest day. "Life has become so busy, full of appointments and leisure activities, that for many people, there is only time to go to the supermarket on Sunday," said Ardies.
In part due to the pandemic, people are so used to doing all kinds of online retail shopping while sitting on their couch, that they expect the same to be true for their regular supermarket.
"The consumer is spoiled and the supermarkets have to keep up," he stressed, adding that staying open on Sundays is much more commonly accepted abroad. "In many large cities, stores are open until 22:00. Here, it is mostly from 08:00 to 20:00, and I do not see that changing for the time being."
In stores that do remain open on Sundays, employers often have to make sure there is enough staff, and cash registers are often manned by students as permanent staff opt not work on weekends.
Indulging in 'the little extras'
The fact that supermarkets offer many different products in one place is key in their Sunday success story, stressed Ardies.
"Especially the bakery section. The traditional 'warm bakery' is disappearing in many villages and communities, and supermarkets are becoming the only place where customers can still find fresh bread buns and pastries on Sunday morning. And while they are there, they quickly buy their cold meats and fresh vegetables as well."
Still, Sundays and bank holidays are not the days that people use to fill up their shopping carts and stock their fridge, according to Roel Dekelver of the Delhaize supermarket chain. "We notice that consumers often come for small shopping trips, for the little extras."
"On those days, people live on a different rhythm. Customers are more relaxed, they get something tasty and spoil themselves at the weekend," he told Het Laatste Nieuws. "They pay a bit less attention to the price. Above all, it has to be good quality and tasty."
