We try to avoid it, and a few times we were glad of delaying it until Monday, because the release wasn't as stable as we'd thought.
Just because a deploy takes 10 minutes doesn't mean that discovering the problem and figuring out how to fix it won't stretch into the weekend, or that you can revert just by restoring the old release.
It gets worse if your software is being used by another company in a way that affects their customers, because things could be going wrong for customers on the weekend and the other company won't have anyone to notice until Monday, and then they discover a backlog of anger. Or it is discovered quickly, but a "proper" fix involves some information or collaboration with people in the other company who are off on the weekend.
Ultimately it boils down to how time-urgent and important the new thing is versus how confident you are that new changes are safe.
