Hamburg residents and visitors took advantage of the first “verkaufsoffener Sonntag” – shopping Sunday – of the year on January 4th, 2026, with many stores opening their doors from 1:00 PM to 6:00 PM. The occasion provided opportunities to exchange gifts, redeem vouchers, or simply browse.
Quieter Shopping Day Than Expected
Despite the potential for large crowds, the city center did not experience the same level of foot traffic seen at previous shopping Sundays. Sporadic filling of shopping streets and arcades was observed throughout the afternoon, with colder winter weather likely deterring some shoppers.
Sales and Entertainment Draw Visitors
Hamburg’s City Manager, Mimi Zewalski, estimated that between 330,000 and 350,000 people visited the city center and HafenCity. Zewalski noted that “there are very many sale offers and that attracts some people here.” Many boutiques are currently offering discounts of up to 50 percent, with winter items in particularly high demand.
Shoppers were also treated to a variety of entertainment options, including a quiz duel in the Europa-Passage, dance performances at the Alsterhaus, and free personal training sessions at a fitness studio in the Westfield Center. City services were also active, with winter maintenance crews working to keep walkways clear.
Shopping Opportunities Extended Beyond the City Center
Retailers in other Hamburg neighborhoods, such as Harburg and Altona, also opened their doors for the day. Larger shopping centers, including the Alstertal-Einkaufszentrum, the Quarree Wandbek, and the Hamburger Meile, participated as well.
Future Shopping Sundays Planned
The next scheduled shopping Sunday in Hamburg is March 29th, followed by dates on September 27th and November 8th. Information about shopping Sundays in Hamburg can be found at hamburg.de.
Frequently Asked Questions
When did the first shopping Sunday of the year take place?
The first shopping Sunday of the year took place on January 4th, 2026.
What time were stores open on January 4th?
Stores were open from 1:00 PM to 6:00 PM.
How many shopping Sundays are held in Hamburg each year?
Hamburg holds a total of four shopping Sundays each year.
Will the availability of sales and entertainment continue to be a key factor in attracting shoppers to future verkaufsoffene Sonntage?
