A purchase day is not a solo send day.

Answer A purchase day is not a solo send day. BS and Co published day-of-week purchase benchmarks on February 23, 2026. They studied 13 DTC brands over a trailing 365 days, with timestamps in Eastern time, and they report the median brand rather than a pooled total. Median share of orders runs only from 12.8 percent on Wednesday to 15.3 percent on Monday. These are purchase days on store orders, not email send days, and not a solo ad result.

Cream stationery and a teal accent on a dark navy desk — A store purchase day is not a send.

The note that started this: E-Commerce Day-of-Week Purchase Benchmarks, BS&Co, February 23, 2026.

Monday looks like the busy day if you only read the top of the range. If you are about to buy solo ads because of that, stop at the object being counted. The object is store orders at those brands. A solo is one rented letter to someone else's list. The benchmarks do not say to send that letter on Monday. They say there is no universal best day.

They also say the day itself is not shown to cause the differences, because promotion mix can explain the pattern. You do not have their mix, so copying the weekday copies a story you were not shown. Memorial Day in 2026 falls on Monday, May 25. That landing is not a finding in their table. Do not invent a holiday revenue number they did not print.

What did BS and Co measure?

BS and Co published day-of-week purchase benchmarks on February 23, 2026. They studied 13 DTC brands over a trailing 365 days, with timestamps in Eastern time, and they report the median brand rather than a pooled total. These are purchase days on store orders, not email send days, and not a solo ad result.

They report the median brand rather than a pooled total, so one brand's orders are not the whole result. Do not scale the median to a file you are about to rent. Timestamps are in Eastern time, on a trailing 365 days behind the February 23, 2026 publication. The window is not a forecast, and it is not a study of a holiday.

The buyer consequence is the unit. An order on a store is a person paying that store. A solo is a letter. The seller consequence is quoting a median as the buyer's expected day. BS and Co do not say the day caused the orders. Promotion mix can explain the pattern, and your mix is not their mix.

The order names a list, not a weekday.
The median table is not copied onto the price.
Monday is not written down as a Memorial Day lift.
A purchase day and a send day stay in different sentences.

What does their median table show?

Median share of orders runs only from 12.8 percent on Wednesday to 15.3 percent on Monday. Monday is the peak-volume day for 5 of the 13 brands. Saturday is the peak for 4 of the 13 and has the lowest median AOV in the table. They say there is no universal best day.

Their median table is Sunday 13.6 percent of orders and AOV $107.53 with 0 brands at peak, Monday 15.3 percent and $114.19 with 5, Tuesday 13.6 percent and $110.64 with 1, Wednesday 12.8 percent and $104.06 with 0, Thursday 14.1 percent and $113.57 with 1, Friday 14.4 percent and $105.72 with 2, and Saturday 13.1 percent and $97.57 with 4. Saturday has the lowest median AOV in that table. Read the shares as the band they printed. Do not subtract a new gap and call the difference a plan.

Do not turn AOV into what a letter costs or what a letter will earn. Saturday at $97.57 and Monday at $114.19 are median order values on store purchases. They are not a solo ad price. A buyer who books Monday to capture the Monday AOV has treated a store median as a rate card.

Is Memorial Day a reason to buy a Monday solo?

No. Memorial Day in 2026 falls on Monday, May 25. Monday being the most common peak in their set is not a Memorial Day lift and not a reason to buy a solo. These are purchase days on store orders, not email send days, and not a solo ad result. Do not treat the table as a price.

There is no holiday revenue figure in the benchmarks, and none will be added here. The Monday row is a median from a trailing 365 days of store orders in Eastern time, not a measurement of Memorial Day. The study does not say the calendar caused the peaks. Promotion mix can explain the pattern.

solo ad pricing is the price of one rented letter. It is not Sunday's AOV, not Monday's 15.3 percent of orders, and not a holiday lift. If you buy on May 25, buy because the list, the sending domain, and the refund line are on the order. Do not buy because a median published on February 23 liked Monday. BS and Co say there is no universal best day. A solo does not get one by going out on Memorial Day.