Well, at least one dictionary doesn't agree with you.
https://www.ldoceonline.com/dictionary/hit-the-shops-streets
a product hits the shops, it becomes available to buy
"I managed to get a copy of the book before it hit the shops."

yep, i see. Apparently, for the stuff it means to appear and for people - shopping

This can mean: (1) that a product has (finally) come on the market and is for sale: His new records hits stores on New Year's; (2) to go out and start shopping: We always spend Christmas in the Bahamas. On our first day, the boys go fishing, and Amy and I hit the shops/stores.

thank you!

Anytime)