The exclusive Christmas Report 2024 provides a comprehensive overview of last December’s sales, helping businesses understand the big trends and guest preferences. It highlights like-for-like growth of 3.2% for managed groups in the month—comfortably above inflation. It was even higher for pub restaurants (4.1%) and drink-led pubs (5.2%), as many people prioritised casual visits over formal dining and late-night venues.
CGA’s sales measurement solutions show December trading started slowly but gained momentum as Christmas drew nearer. There was particularly good growth on ‘Mad Friday’ (20 December). Despite the later start to Christmas uplifts this year, operators and suppliers should not only focus on peak times to boost revenue but also consider strategies to attract consumers earlier in the month, extending the festive period and driving additional sales.
Across the festive period, three quarters (75%) of consumers visited a licensed venue—2 percentage points more than in 2023. However, with 88% of them impacted to some extent by the cost of living crisis in 2024, there was pressure on spend. Among those who didn’t eat or drink out over Christmas, 30% said it was because it was too expensive—a reminder of the need to deliver consistently good value for money.
The Christmas Report 2024 draws on much more consumer data to show the demographics and preferences on festive On Premise users. It highlights a shift towards older demographics last year, as 37% of those who went out aged 55 or over—4 percentage points more than in 2023.
Another big shift to watch for in 2025 is a move towards earlier dayparts. Numbers going out in the early evening fell from 39% to 34% year-on-year, but those doing so over lunch jumped from 15% to 20%. This shift towards daytime visits also aligns with the 13% increase in weekly visitation, highlighting an opportunity for suppliers to focus on these more frequent occasions to drive revenue growth.
The report’s in-depth analysis of consumers’ preferences found that 30% of consumers bought soft drinks, making it the top category ahead of lager (26%), cocktails (18%) and red wine (18%). Vodka and craft beer grew in popularity, but those choosing cocktails fell by 2 percentage points. These preferences also vary by outlet type, underscoring the need for suppliers to take a more targeted approach to different venues.
Matt Meek, CGA by NIQ senior client manager, said: “After a challenging year for the On Premise, December delivered a strong finale. While sales growth came late, it showed consumers remain as eager as ever to celebrate the festive season by eating and drinking out. However, with competition for people’s disposable income so high, operators and suppliers had to work very hard to win spend—and the trading environment is likely to be just as tough in 2025. Businesses will need to build on the lessons that were learned last Christmas and adapt to the significant shifts towards earlier and more casual and relaxed visits in particular. Planning for success this year starts now, and our report provides a great starting point for sharpening strategies.”
Matt Meek
CGA by NIQ’s Christmas Report 2024 delivers many more insights into consumers’ habits over Christmas and New Year, helping On Premise suppliers and operators optimise festive sales and marketing activity. There are deep dives into occasions, channels, categories, Christmas markets and much more. To get the report and discuss opportunities for tailored analysis, contact the CGA by NIQ experts.
