The latest US On Premise Sales Impact Report—driven by CGA’s market-leading BeverageTrak solution —shows Labor Day on 2 September was the most valuable Monday of the year so far. Velocity in the average US outlet was 36% was higher than the average Monday, as traffic and check values rose by 29% and 6% respectively. Average velocity was also 7% higher than on Labor Day in 2023, thanks to a 7% uplift in check value—a positive sign that consumers are ready to spend on special occasions like this.
Eating outlets (up 37%) benefited slightly more than drinking venues (up 28%) as consumers marked this year’s Labor Day with meals out. There was double-digit growth in all key states, with California (up 42%) recording the biggest increase. Celebrations also had a halo effect, lifting velocity on the previous Sunday (1 September) 10% above the average Sunday of 2024 so far.
CGA’s consumer research meanwhile highlights the particularly high importance of Labor Day to younger adults. While 38% of consumers said they would visit the On Premise for Labor Day, the figure soared to more than half (52%) of 21 to 34 year-olds. Beer was the drink of choice, with 41% planning to order it, with cocktails at a distant second at 24%. Sports bars, neighborhood bars and casual dining restaurants were the three most preferred channels.
CGA’s suite of definitive sales measurement and consumer research solutions provide many more insights into Labor Day and other big On Premise occasions. They help drinks suppliers and operators understand likely demand and plan successful strategies at category, channel and local levels.
Andrew Hummel, CGA by NIQ’s client director, Americas, said: “These figures show how US consumers are as eager as ever to celebrate public holidays like Labor Day in their local bars and restaurants. It’s encouraging to see year-on-year sales growth—even though with traffic flat, some consumers remain hesitant about spending. The occasion will hopefully provide a springboard into a strong final third of 2024. However, with competition so high suppliers and venues will have to stay sharply focused on delivering both value and quality and adapt nimbly to consumers’ evolving behaviors.”
CGA by NIQ’s On Premise Impact Reports help suppliers and manufacturers across food and beverage keep a pulse on the industry, delivering expert and up-to-the-minute insights derived from a variety of our best-in-class data tools. Click here to download more information. To learn more about subscription access and wider consumer solutions, contact Andrew Hummel here.
