The sun gets pretty hot from 10 am to 3 pm in the Playa del Carmen winters. During the summers in the Playa del Carmen, the hottest time of the day is 9 am to 6 pm. So when is the best time to shop on 5th Ave? Or shop for anything that you may need on your Riviera Maya vacation. We always suggest shopping in the early to late evening when the sun is going down. There is nothing worse than walking in the heat of the sun. To top it off, the wind from the beach is stopped by the shops and stores, so it feels even hotter. Save your shopping for before or after dinner when you can casually and cooly find what you need.