Best Time of Day to Buy Airline Tickets for Holiday Deals

If you’ve ever stared at your screen watching flight prices jump up after just five minutes, you’re not alone. The frustration is real - you check a flight from Toronto to Cancun at 8 a.m., then again at 2 p.m., and suddenly it’s $200 more. What’s going on? And more importantly, what time of day is best to purchase airline tickets to actually save money on your next holiday deal?

Flights Don’t Just Rise Randomly - There’s a Pattern

Airlines don’t change prices because they feel like it. They use dynamic pricing software that reacts to demand, competition, and even how many people are looking at the same route. The key is timing your search to catch the system when it’s most likely to drop prices.

Studies from Hopper, Skyscanner, and MIT’s Sloan School show that Tuesday and Wednesday afternoons (between 2 p.m. and 4 p.m. Eastern Time) are when airlines often release discounted fares to fill seats. That’s because they’re trying to catch travelers who are still planning their trips midweek, before weekend bookings surge. If you’re in Toronto, that means checking prices between 2 p.m. and 4 p.m. ET - which is 11 a.m. to 1 p.m. Pacific Time.

Why Tuesday and Wednesday? It’s Not Magic

Here’s how it works: Airlines track booking trends closely. Monday is when business travelers book last-minute flights. By Tuesday, they’ve already filled the premium seats. Airlines then look at their remaining inventory - mostly economy - and decide whether to drop prices to attract leisure travelers. That’s when deals pop up.

Wednesday is the quietest day for bookings overall. Fewer people are searching, so the system doesn’t inflate prices based on demand. By Thursday, the weekend rush starts again. People who waited until the last minute to plan their holiday trips begin searching, and prices climb fast.

Time of Day Matters More Than You Think

It’s not just the day - it’s the hour. Data from Google Flights and Airfarewatchdog shows that the lowest prices usually appear between midnight and 6 a.m. local time at the departure airport. Why? Because fewer people are searching, and the algorithms haven’t yet adjusted prices based on traffic. If you’re in Toronto, that’s between midnight and 6 a.m. ET.

Many travelers think booking late at night is risky. But here’s the truth: the system doesn’t know you’re watching. It only sees that a low number of people are searching. So if you check at 3 a.m. on a Tuesday, you’re more likely to see the lowest fare before anyone else.

What About Sunday Nights?

You’ve probably heard that Sunday night is the best time to book. That’s partially true - but only if you’re booking a flight for the following week. Sunday is when airlines finalize their pricing for the upcoming week based on how many seats are still unsold. If you’re looking for a holiday trip in two weeks, checking Sunday night gives you a snapshot of what’s coming.

But if you’re booking for next week, Sunday night might be too late. Prices often rise Monday morning as business travelers start booking. So if you’re flexible, aim for Tuesday morning - after Sunday’s pricing update - but before the midweek rush.

Use Incognito Mode - But Not Because of Tracking

A lot of people say you need to use incognito mode to avoid price hikes from cookies. That’s a myth. Airlines don’t raise prices because you searched before. They raise them because demand is going up.

But using incognito mode still helps - not because it hides your search history, but because it clears the clutter. If you’ve been browsing flights for days, your browser might show you outdated prices or suggest higher-cost options based on your past behavior. A clean search gives you a fresh view of what’s actually available.

Don’t Wait for the ‘Perfect’ Deal

The biggest mistake travelers make is waiting too long. You see a price you like, think you’ll get a better one, and then it’s gone. Airlines don’t hold prices for long. If you see a fare that’s 20% below the average for your route, book it.

For example, a round-trip flight from Toronto to Orlando in December usually averages $650. If you see one for $520 on a Tuesday at 3 a.m., that’s a solid deal. Don’t wait for $450 - it probably doesn’t exist. The average low fare for that route is $500-$550. Anything under $520 is a win.

Book Early - But Not Too Early

For holiday travel, timing matters even more. The sweet spot for booking international flights is 3-6 months in advance. For domestic trips, it’s 1-3 months. If you’re flying for Christmas or New Year’s, start looking by early September. Prices climb sharply after October 15.

If you’re trying to snag a last-minute holiday deal, don’t give up. Some airlines release unsold seats 7-10 days before departure. These are often deep discounts - but they’re limited. Check daily, especially on Tuesday and Wednesday mornings.

Use Price Alerts Wisely

Set up alerts on Google Flights, Hopper, or Kayak. But don’t just set one alert and forget it. Adjust the parameters. If you’re flying to Mexico, try setting alerts for nearby airports - like flying into Cancun instead of Cozumel, or Montreal instead of Toronto. Sometimes a 30-minute drive to a different airport saves you $150.

Also, set alerts for flexible dates. If you can leave on a Tuesday instead of a Friday, you could save 30% or more. Most tools let you see a calendar view of prices. Look for the green days - those are your best bets.

Real Example: Toronto to Jamaica in December

Last December, a traveler from Toronto wanted to go to Montego Bay. They checked prices daily. On November 10, the lowest fare was $720. On November 12 at 2:30 a.m., they saw a $580 fare. They booked it. Three days later, the same flight jumped to $690. They saved $140 - enough for a beachside dinner and a rum cocktail.

That’s not luck. That’s strategy.

What to Avoid

Don’t book on Friday or Sunday evening. Those are peak booking times. Airlines know people are planning weekend getaways, so prices rise.

Don’t rely on “flash sales” advertised on social media. Those are often inflated before the sale even starts. Always compare with Google Flights or Hopper to see the real average price.

Don’t assume direct flights are cheaper. Sometimes a one-stop flight with a 3-hour layover in Atlanta or Chicago is $200 less. Use the ‘multi-city’ search option to explore options.

Final Tip: Book When You’re Calm

The best time to buy isn’t just about the clock. It’s about your mindset. If you’re stressed, tired, or rushed - you’ll pay more. Take a breath. Wait until Tuesday morning. Open your laptop in pajamas at 4 a.m. Search in incognito. Compare three dates. Book when you see a price that feels right - not when you’re scared it’ll disappear.

Because here’s the truth: the best holiday deals aren’t found by luck. They’re found by patience, timing, and knowing when to click ‘buy’.