What leads the units, and when to start testing your ads.
All figures as of 30 October 2026
In one large home range in Egypt, cookware, tableware and storage hold about 45% of units on about a fifth of products. From 28 August to 30 October 2026, sofas, beds, mattresses, tables and chairs hold under 5%. Of the daytime windows, 4pm to 8pm is the fullest, at about 31% of daily units. Thursday 8pm to Friday 8am holds about 10 to 14% of the week's units. These figures cover this range, not the whole market.
The findings in brief
Scope: several thousand products in one large home range in Egypt, compared over nine weeks. All figures are approximate shares of units, not value. They say when demand lands, not why, so treat the timing as a starting point for your own ad test.
Finding 01
In one large home range in Egypt, from 28 August to 30 October 2026, cookware, tableware and storage hold about 45% of units on about a fifth of products. Cookware and tableware hold about a quarter of units on about a tenth of products, more than twice their share of the range. Shelving and storage hold about 20% on about 10%, and bathroom holds about 3% on under 2%, also about double.
The opposite case is cushions, throws and covers: about 8% of products and about 3% of units. A long list does not point to a large share of demand.
Finding 02
In one large home range in Egypt, from 28 August to 30 October 2026, thirteen everyday product types hold about 45% of units on about 16% of products. Plates and bowls, storage boxes and baskets, candles and drinking glasses are among the largest types.
Cleaning tools show a sharp gap, at about 4% of units on under 1% of products. Glasses and mugs, at about 5% and 1%, also take far more of the count than of the range. Of the top 100 products, 34 are cookware and tableware, 21 are shelving and storage, and 12 are decor and plants.
| Product type | Share of units | Share of products |
|---|---|---|
| Artificial plants | about 3% | about 2% |
| Candles | about 6% | about 2% |
| Cleaning tools | about 4% | under 1% |
| Cutlery | about 2% | under 1% |
| Door and bath mats | about 2% | about 1% |
| Drinking glasses and mugs | about 5% | about 1% |
| Food containers and jars | about 3% | about 1% |
| Hangers | about 3% | under 1% |
| Laundry bags and organisers | about 2% | under 1% |
| Plates and bowls | about 6% | about 3% |
| Storage boxes, cases and baskets | about 6% | about 3% |
| Toilet and soap accessories | about 2% | under 1% |
| Waste bins | about 2% | under 1% |
Approximate groupings, listed A to Z · more than half of units sits across other product types
Finding 03
In one large home range in Egypt, from 28 August to 30 October 2026, sofas, beds, mattresses, tables and chairs are about one product in eight and under 5% of units. None of this group's products reaches the top 100 by units. Sofas and armchairs show a wide gap, about 2% of products and under 1% of units. Wardrobes, cabinets and shelving are counted elsewhere, and covers and cushions sit with soft furnishings.
Read this with care. These are unit shares, and each sofa counts the same as each plate. Unit shares say nothing about money, which this report does not measure. The finding is about count: these lines move few units in this range, so order-count targets will not fit them.
Finding 04
In one large home range in Egypt, from 28 August to 30 October 2026, the top 1% of products hold at least 30% of units and the top 10% hold about seven in ten. The top half holds about 97%, which leaves about 3% for all the rest. About one product in eight (12.4%) in the range throughout had no demand across the period.
So this range runs on a short list of everyday lines, plus a long tail that adds choice but little count. If you run catalogue ads, check where your catalogue spend actually goes.
Finding 05
In one large home range in Egypt, from 28 August to 30 October 2026, 4pm to 8pm is the fullest of the daytime windows, at about 31% of daily units. Start with a test, not a schedule. These figures show when demand lands, not when a shopper saw an ad, or whether an ad played any part. Across the day, under 5% of units land between 8am and 12pm, about 14 to 26% between 12pm and 4pm, about 31% between 4pm and 8pm and roughly 40 to 50% between 8pm and 8am. Cairo time throughout.
Demand stays high after 8pm. The last window is 12 hours long, so treat 8pm to 8am as one block and do not compare its total directly with the four-hour windows.
The order held in most weeks. The midday share did move, from 13.9% to the end of September to 22.7% in October, while 4pm to 8pm went from 33.2% to 29.5% and the night from 49.1% to 45.4%.
Share of the day's units in each window
Finding 06
In one large home range in Egypt, from 28 August to 30 October 2026, Thursday 8pm to Friday 8am holds about 10 to 14% of the week's units, about 2.2 times the average of the other six nights. Treat this as a test plan for your own account: it says when demand lands, not why. It ranked first among the nights in every week compared, from early September to mid-October, at 1.8 to 2.9 times the other nights of its own week.
It is broad, not one product. About 1.8 times as many different products see demand on that night as on the others, and the category mix is broadly similar.
The lead comes from after 8pm. Thursday daytime is not unusually high, so make sure budget lasts through Thursday evening rather than loading the day. The stretch from Thursday 8pm to Saturday 8pm holds about 35% of the week's units in about 29% of its hours. Monday is the quietest night, and Sunday is the lightest day at about 11%. Differences among the daytime cells are smaller and less stable, so rely on the Thursday night result and treat the rest as direction.
| Starting on | 8am to 12pm | 12pm to 4pm | 4pm to 8pm | 8pm to 8am |
|---|---|---|---|---|
| Sunday | under 1% | 2% | 4% | 5% |
| Monday | under 1% | 5% | 5% | 3% |
| Tuesday | under 1% | 2% | 6% | 5% |
| Wednesday | 1% | 3% | 4% | 7% |
| Thursday | under 1% | 1% | 4% | 13% |
| Friday | under 1% | 2% | 5% | 7% |
| Saturday | under 1% | 3% | 4% | 6% |
Approximate share of the week's units · Cairo time · Thursday night runs from Thursday 8pm to Friday 8am
Nights, 8pm to 8am
These figures say when, not why. They show when demand lands, not when a shopper saw an ad, or whether an ad played any part. Nine autumn weeks cannot show whether the pattern holds in another season or through a sale period.
What it means
You are in the part of this range that holds about 45% of units. Pick a short list of lead products, since the top 10% carry about seven in ten of the count, and give them the budget and the creative. Think in baskets: test whether a single low-priced item can pay for its own ad, or whether sets and add-ons do it better, against your delivery cost. The cash on delivery guide covers that check.
Do not copy a kitchen brand's plan or judge yourself by its order count. These lines move few units in this range, so order-count targets will not fit them. In our experience it works better to judge campaigns on profit per order and on qualified enquiries, and to keep separate budgets from small items.
In our experience it pays to separate campaigns by category before anything else, because one blended target can hide very different results. Test excluding products with no demand across the period from your product ads; in this range that is about one product in eight of those in the range throughout. Pause ads when a product is unavailable.
Treat the hours as a test plan, not a rule. Make sure budget is not exhausted before 4pm, and make sure it lasts through Thursday evening. Do not simply switch off the morning. In our experience home is often a considered purchase, and someone may see your ad at 10am and buy at 9pm. This report cannot tell you how much that happens, so your own test has to.
Run this for at least four weeks. Compare your own orders by hour and weekday against the table above. If your pattern looks similar, use an ad schedule in Google Ads or a lifetime-budget schedule on Meta to weight budget toward 4pm onward, and make sure budget lasts through Thursday evening. Keep one comparable campaign unscheduled, and judge the result on orders delivered and profit per order rather than clicks. Cash on delivery can move the point at which an order counts, so compare by order date.
If your own numbers disagree with these, trust yours. These shares describe one large range, and your customers may not behave the same way.
Questions
In one large home range in Egypt, from 28 August to 30 October 2026, cookware and tableware lead with about a quarter of units, then shelving and storage with about 20% and decor and plants with about 14%. Plates and bowls, storage boxes and baskets, candles and drinking glasses are among the largest product types. These are shares of units in this range, not value and not the whole market.
In one large home range in Egypt, from 28 August to 30 October 2026, sofas, beds, mattresses, tables and chairs together are about one product in eight and under 5% of units. None of them is in the top 100 products by units. Wardrobes, cabinets and shelving are counted elsewhere. Unit shares say nothing about money, which this report does not measure.
Start your test from 4pm, and check it against your own orders. In one large home range in Egypt, from 28 August to 30 October 2026, 4pm to 8pm is the fullest of the daytime windows, at about 31% of daily units; demand stays high after 8pm, and the hours from 8am to 12pm hold under 5%. These figures show when demand lands in this range, not why, and not whether an ad played any part.
Thursday night. In one large home range in Egypt, from 28 August to 30 October 2026, Thursday 8pm to Friday 8am holds about 10 to 14% of the week's units, about 2.2 times the average of the other nights, and it ranked first among the nights in every week compared, from early September to mid-October. Treat that as a test plan for your own account, since these figures say when demand lands, not why. Make sure budget lasts through Thursday evening. Thursday daytime is not unusually high.
No. They cover one large home range over nine weeks, from 28 August to 30 October 2026. They show how demand splits across categories and hours within that range, not the size of the home market or of ecommerce in Egypt, and two months cannot show a seasonal pattern.
في نطاق واحد كبير من منتجات المنزل في مصر، من 28 أغسطس إلى 30 أكتوبر 2026، وليس في السوق كله، تتصدر أدوات المطبخ والمائدة بنحو ربع الوحدات، ثم الأرفف والتخزين بنحو 20%، ثم الديكور والنباتات بنحو 14%. أما الكنب والأسرّة والمراتب والطاولات والكراسي فأقل من 5% من الوحدات. وهذه حصص من الوحدات لا من القيمة.
في نطاق واحد كبير من منتجات المنزل في مصر، من 28 أغسطس إلى 30 أكتوبر 2026، وليس في السوق كله، ابدأ اختبار اعلانات جوجل من الساعة 4 عصرا وقارنه بطلباتك أنت. ومن بين فترات النهار، الفترة من 4 إلى 8 مساء هي الأعلى بنحو 31% من وحدات اليوم، ويبقى الطلب مرتفعا بعد 8 مساء، أما الفترة من 8 صباحا إلى الظهر فأقل من 5%. هذه الأرقام تبين متى يأتي الطلب، لا سببه.
في نطاق واحد كبير من منتجات المنزل في مصر، من 28 أغسطس إلى 30 أكتوبر 2026، أكبر ليلة في الأسبوع هي من 8 مساء الخميس إلى 8 صباح الجمعة، بنحو 10 إلى 14% من وحدات الأسبوع، أي نحو 2.2 مرة من متوسط الليالي الأخرى. لذلك تأكد من أن ميزانية اعلانات فيسبوك تكفي حتى مساء الخميس، واختبر ذلك على حسابك أنت، لأن هذه الأرقام تبين متى يأتي الطلب، لا سببه.
في نطاق واحد كبير من منتجات المنزل في مصر، من 28 أغسطس إلى 30 أكتوبر 2026، تحمل أعلى 10% من المنتجات نحو سبع وحدات من كل عشر، ونحو منتج من كل ثمانية من المنتجات الموجودة طوال الفترة لم يسجل أي طلب. فإذا كان لديك متجر الكتروني، فاختبر تركيز الاعلانات على قائمة قصيرة من المنتجات الرائدة، واستبعاد المنتجات التي لا طلب عليها من اعلانات المنتجات.
في نطاق واحد كبير من منتجات المنزل في مصر، من 28 أغسطس إلى 30 أكتوبر 2026، تحمل أدوات المطبخ والمائدة والتخزين نحو 45% من الوحدات، بينما الكنب والأسرّة والمراتب والطاولات والكراسي أقل من 5%. لذلك من المفيد في التسويق الالكتروني فصل الحملات حسب الفئة أولا، وعدم الحكم على الأثاث بعدد الطلبات نفسه. وهذه حصص من الوحدات لا من القيمة.
لا. هذه الأرقام تغطي نطاقا واحدا كبيرا من منتجات المنزل على مدى تسعة أسابيع، من 28 أغسطس إلى 30 أكتوبر 2026. وهي تبين كيف يتوزع الطلب بين الفئات والساعات داخل هذا النطاق، لا حجم سوق المنزل ولا حجم التجارة الالكترونية في مصر، ولا يكفي شهران لإظهار نمط موسمي.
For brand owners
These figures cover one large home range, so test them against your own orders.
To go through your own categories and hours, talk to Mojo.
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