Understanding guests’ seasonal preferences in bars and restaurants helps brand owners work with their operator partners to optimize effective strategies during one of the highest spending times of the year. Delivering unique experiences elevates customer satisfaction and creates the pathway for increasing foot traffic to On Premise locations during the holiday season.
December represents a key month for sales in the On Premise. Looking to December of last year, all but one of the 11 days between December 12th-22nd delivered double-digit uplifts compared to the average day. This was largely powered by increases in average check value, showcasing increased spend on visits for consumers. Friday the 15th and Saturday the 16th were the best performing Fridays and Saturdays for the whole year, with velocity growth rates of +26% and +11% respectively. Growth peaked at +34% on Wednesday 20 December.
Amidst visitation during the holiday season, consumers express many interests in alternative purchasing behaviours across categories and serves.
Seasonal variations influence not only what consumers drink but also how they drink. Cocktails, in particular, showcase these changes in style and frequency. During the winter, coffee emerges as the top cocktail flavour profile, favoured by 55% of consumers aged LDA-34, which is double the consumption rate compared to summer (25%). Hot cocktails also gain popularity in the colder months, ranking as the second most popular choice for 49% of the same age group. Flavors play a crucial role, with creamy, spicy, and smoky options being the top choices in winter, though their popularity declines as the weather warms up.
Younger consumers are particularly engaged with experimentation in the channel through these types of offerings. LDA-34’s over-index for interest in trying new drinks brands and categories, and Christmas is an excellent chance to convert that curiosity into sales. Two in five (41%) LDA-to-34 drinkers say they prefer flavour twists on classic cocktails—6 percentage points more than the average of 35%—while 23% prefer trendy cocktails—5 percentage points more than the average. This age bracket also over-indexes for seasonal preferences including colourful and sessionable cocktails.
Mitch Stefani, client solutions director – Americas at CGA by NIQ, said: “Consumer preferences change significantly from season to season, and the winter holidays bring unique opportunities for trial and trade-ups. With this time of year being critical for outlets to driving sales and increasing their bottom line, there are many tactics that can be implemented to cater to customer experience and increasingly improve customer satisfaction. Understanding the different requirements is key to unlocking sales—especially among younger adults, who are more heavily engaged with bars and restaurants, and more open to new experiences at this time of year.”
Mitch Stefani
CGA by NIQ provides unparalleled insights into sales across Canada’s On Premise, offering detailed breakdowns by channel, region, category, and more. Expert analysis delves into consumer habits and preferences in bars, restaurants, and other venues across the country. Contact the CGA team to learn more about our solutions and discover how they can support winning strategies for suppliers and operators.
