Early mornings and Sundays: Belgian supermarkets adapt opening hours to consumer demand

Belgian supermarkets are increasingly adjusting their opening hours in response to changing consumer habits, with major chains extending access outside traditional hours to meet growing demand for convenience.

Colruyt has announced that, from 16 February, all of its stores and Collect&Go pickup points will open half an hour earlier each weekday, at 8.00 instead of 8.30, to give customers more flexibility before the start of the working day.

The change does not affect closing times, which generally remain at 20.00 on most days and 21.00 on Fridays. Colruyt said the earlier start targeted shoppers who prefer to do their weekly shopping before work.

The adjustment comes amid an overall shift in the retail sector, with an increasing number of stores choosing to open on Sundays.

Several chains, including Delhaize and Intermarché have already made parts of their networks available on Sunday mornings, catering to customers who find traditional hours more restrictive. Retailers say this reflects changing lifestyles and consumer expectations for greater flexibility in shopping choices.

Carrefour Belgium has also announced that it will open many of its hypermarkets and Carrefour Market stores on Sunday mornings from 8:00, starting 18 January. Several franchised Carrefour Market stores already open on Sundays, as do the majority of independently operated Carrefour Express convenience stores.

The move aims to offer shoppers more freedom in planning their grocery trips and responds to recorded shifting customer behaviour. Staff working on Sundays will also receive higher pay and shifts on Sundays will always be on a voluntary basis, the group said.

Sunday openings and extended weekday hours are increasingly seen as strategic responses to competition and shifting shopping patterns.

The changes are not universal across all chains. Some discount supermarkets, including Lidl and Aldi, have so far maintained more traditional schedules and do not plan regular Sunday opening any time soon.