CGA by NIQ reveals North America’s top On Premise occasions and holidays

2024 saw Mother’s Day out-perform the rest of the year in the US, while the run-up to Christmas delivered Canada’s biggest spike in sales.

Mother’s Day provided the highest value velocity of any single day in the US in 2024. As families flocked to the On Premise for celebrations, velocity was nearly double the average Sunday during the year. Among holidays celebrated in the US, Thanksgiving was the best-performing occasion for outlets that were open that day, with Independence Day also performing well. These velocity uplifts were predominantly driven by food-led visits, as both occasions are primarily food-focused.

While Mother’s Day delivers significant extra sales in Canada too (the third best performing day of the year), the best day of 2024 here was Friday 13 December, as consumers’ Christmas pre-celebrations reached their peak. Canada Day and National Indigenous People’s Day were Canada’s most valuable public holidays.

Although big occasions like Mother’s Day and independence celebrations are common to both the US and Canada, the difference in velocity rankings highlights the importance of appreciating different celebratory behaviors and sales patterns across North America.

More granular insights into major occasions and holidays in the US include:

• Christmas Day delivered the highest value velocity of any single day over the festive season, with sales in the venues that remained open, well over double those of the average Wednesday in 2024
• Christmas occasions in mid-to-late December provided the most valuable Monday, Friday and Saturday of 2024
• On Premise celebrations vary widely from state to state, with Christmas Day performing best in Florida and Texas but Mother’s Day top in California.

In Canada, key occasion takeaways include:

• Stanley Cup play-offs involving Canadian teams triggered value velocity uplifts of up to 53% against the average day
• The Calgary Stampede provided Alberta with the third best week of trading of 2024
• Valentine’s Day was the most valuable Wednesday of the year, producing a bigger velocity benefit than Christmas Day.

CGA by NIQ’s unique alignment of data capabilities between the US and Canada helps brands and suppliers tailor strategies, optimize sales, and enhance promotional strategies—not just at a national level, but from state-to-state and province-to-province.

Matt Crompton, CGA by NIQ’s VP On Premise – Americas, said: “Every country has its own national occasions and holidays, and our data shows their enormous value to On Premise suppliers and operators in the US and Canada. However, it’s crucial to remember that these are distinct markets that have different approaches to these special days, and each requires nuanced research and bespoke strategies. From Valentine’s Day to New Year’s Eve, there will be exciting opportunities to take advantage of consumers’ celebratory mindsets throughout 2025, and smart, data-driven promotional strategies will be key to maximizing growth and share.”

CGA by NIQ’s data provides essential insights to help you prepare for key occasions and events in North America’s On Premise. Discover which occasions attract consumers, the venues they choose, what they’re drinking, and the most popular dayparts. Our On Premise Impact Reports offer expert insights, equipping suppliers and manufacturers with the crucial data needed to craft a robust On Premise strategy. Connect with our expert team here.