Bumper Bank Holidays: Five CGA insights

With two Bank Holidays approaching in May, On Premise operators and suppliers can expect a strong boost to sales if the sun shines. Here are five takeaways from CGA by NIQ’s research into trends over these long weekends.

1 A 20% boost 

CGA’s On Premise Measurement data shows how Bank Holidays can deliver substantial uplifts. Sales on the average day across all bank holiday weekends in 2023 were 20% higher than the annual daily average. 


2 Celebrations boost spirits 

Bank Holidays lift sales in all major categories. Beer and cider sales achieved rate of sale uplifts of 14% and 23% on bank holiday days last year, while wine was up 19%. However, spirits received the biggest boost of all, at 30%. A celebratory mood makes Bank Holidays an opportunity to revive a category that has seen sales flag lately. 


3 A good time to promote soft drinks 

With children off school for an extra day, sales of soft drinks can be especially strong. Rate of sale over Bank Holiday weekends was 23% higher than the average day—and this figure jumped to 37% on Mondays, when many adults seek to go out but avoid alcohol. 


4 Sundays and Mondays perform best 

Long weekends do not usually alter sales on Saturdays, and average sales on Bank Holiday Saturdays were only 0.2% ahead of the average at other times of the year. However, Sundays and Mondays over Bank Holiday weekends both got average uplifts of 26%, relative to their equivalent weekdays throughout the 2023 , as consumers made the most of the extra day off work. Spirits perform especially well, with a big upswing of 53% on Bank Holiday Sundays. 


5 May Day weekend a big opportunity 

CGA’s data shows early May is one of the best performing Bank Holiday weekends for drinks sales. The Sunday of this period delivered an average sales uplift of 36% in 2023—even more than the figure of 35% on Christmas Day. 


Matt Meek, CGA by NIQ senior client manager, said: “Public holidays provide valuable extra days for operators and suppliers to attract consumers. Celebratory and large-group occasions can deliver boosts right across the categories, and with some costs easing for consumers we can be optimistic that people will loosen their spending. However, the level of uplift will be very closely tied to the weather, so all businesses will be hoping for May Bank Holiday sunshine and high temperatures. 


CGA by NIQ’s sales measurement data helps On Premise businesses anticipate demand and pinpoint sales opportunities on Bank Holiday weekends and other key trading periods. Analysis of sales by channel, day, category and more provides expert intelligence to optimise promotional strategies and gain share. To discover more, contact Matt Meek here.

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