A majority of South Australians want restrictions on shop trading hours to be eased, a new survey has found.
Business SA says the University of South Australia's Institute for Choice found 75 per cent support for changes including later trading on weekends and earlier opening on Sundays.
"People want to be able to shop when it's convenient, and that includes Sunday mornings and after 5pm on weekends, when they're not at work or battling peak-hour traffic," Business SA spokesman Anthony Penney said.
The survey polled 572 people from across the state and found 62 per cent would shop after 5pm and 68 per cent would shop before 11am on Sundays.
Shop trading hours have long been a controversial issue in South Australia, with the Labor government supporting the Shop, Distributive and Allied Employees Association's push to retain regulation.
Premier Jay Weatherill said the state had already got the balance right, and Business SA had not considered the interests of small businesses.
"Shop trading hours are largely deregulated in the city and we have family-friendly suburbs so that people can spend time with their families," he said.
Mr Weatherill said deregulation of trading hours would "destroy the independent grocery sector, it would destroy small businesses and indeed their way of life."
The Liberal Party has pledged to deregulate shop trading hours if it wins government at the March 17 election.
"The people of South Australia want choice," Opposition Leader Steven Marshall said on Thursday.
"Labor are under the thumbs of the SDA, the trade union movement here in South Australia."