Halloween: The Kick-Off to Festive Spending
Halloween marks the start of the seasonal upswing, with 22% of consumers planning to visit the On Premise. While not the biggest holiday for footfall, it’s notable that 13% of those going out are prioritising their spending, making it a valuable date for premium and themed beverage activations.
Bonfire Night: A Spark for Social Occasions
18% of consumers plan to visit the On Premise for Bonfire Night, often combining outdoor celebrations with pub visits. This is a prime opportunity for warm serves, seasonal cocktails, and stout promotions that align with colder weather and communal gatherings.
Christmas: The Crown Jewel of the Season
Christmas is the most commercially significant period, with 2 in 5 consumers planning On Premise visits. Notably, Christmas Eve sees the highest engagement, with 54% of festive-goers heading out on the 24th, compared to 37% on Christmas Day and 39% on Boxing Day.
In 2024, the category saw strong performance from Vodka (+0.7pp vs YA), Cream liqueurs and short serves like Baby Guinness. In LAD category, Stout is a standout performer (+2.1pp vs YA). Brands should lean into festive formats and premium offerings to capture consumer interest.
Mad Friday: The Unsung Hero
Often overlooked, Mad Friday—the last Friday before Christmas—has historically driven significant sales growth. It’s a key date for celebratory outings, office parties, and spontaneous socialising. Beverage brands should consider targeted promotions and On Premise partnerships to maximise visibility.
New Year’s Eve: Closing the Year with a Bang
1 in 3 consumers plan to go out for New Year’s Eve, and 31% are prioritising their spending. This is a high-impact moment for sparkling wines, celebratory cocktails, and premium spirits. It’s also a chance to reinforce brand personas that align with celebration, luxury, and new beginnings.
Capturing the festive spirit
These key dates aren’t just about On Premise sales—they create a halo effect that influences retail behaviour. Consumers inspired by festive experiences often seek out the same brands and formats in-store, making it essential to leverage and align On Premise activations with retail visibility.
Whether it’s themed packaging, limited-edition flavours, or cross-channel campaigns, the festive season offers a unique chance to build brand equity and drive volume.
CGA by NIQ’s suite of research solutions delivers many more insights into consumers’ habits over key dates, helping On Premise suppliers and operators optimise festive sales and marketing activity. There are deep dives into occasions, channels, categories, and much more. Get in touch here.
