Thanksgiving Heralds A Season of Sales Success in US Venues

Consumer engagement levels with the On Premise bode well for consistent visitation as the season to be jolly gets underway.
Download the snapshot

The latest US On Premise Impact Report from CGA by NIQ explores perceptions of On Premise visitors, trends, and category shifts as the holiday countdown begins, forearming drinks brands and operators to optimize sales and visitation levels.


Almost 4 in 5 consumers have gone out to eat in the past month, and half have gone out to drink. Of those who have visited pubs, bars, and restaurants in the past month 65% have done so at least weekly. Looking forward, this visitation frequency remains stable across consumer plans to visit the On Premise in the next month.


Seasonal occasions, commencing with Thanksgiving this week, mean there are plenty of reasons for drinks brands, suppliers and operators to be thankful this year as consumers plan to indulge.


Traditionally Thanksgiving has been considered an Off Premise occasion when consumers gather with grateful hearts to get more stuffed than the turkey, but 47% of On Premise consumers are planning to visit pubs, bars, and restaurants over the Thanksgiving period this year.


The day after Thanksgiving is the preferred day for the people who are planning to visit the On Premise (45%), followed by the Thursday itself (42%). The uptick in traffic as shoppers visit stores looking to snap up a Black Friday deal offer additional opportunities for On Premise channels to capitalize on those looking to take a break from filling their carts to eat and drink. ‘Blackout Wednesday’, the day before Thanksgiving, is also proving popular with 38% of consumers planning to head out.


Fine dining restaurants, casual dining chains, and independently owned restaurants are the venues favored by those planning to visit the On Premise over the holiday period. Almost half plan to visit in the early evening, between 5pm and 8pm, with ‘happy hour’ the second most popular time to visit. About a third of consumers heading out plan to order table wine, which comes second only to beer but outpaces spirit options, whiskey and vodka.


Hot on the heels of Thanksgiving, 52% of consumers are planning to visit the On Premise during the Christmas period, both before and after Christmas Day, as they juggle Christmas parties with colleagues and seasonal soirees with family and friends. Two thirds of consumers planning to visit the On Premise for Christmas will be doing so the week before Christmas (18th-23rd December). 36% plan to head out on Christmas Eve, with a further 41% visiting bars, restaurants, and similar venues  between the 26th and 30th December.


To round off the holiday season in style, 2 in 5 consumers plan to visit the On Premise on New Year’s Eve. Choosing the On Premise as the backdrop for waving goodbye to the old year and hello to a new one is especially popular with those aged under 35 (+17pp).


Matthew Crompton, Regional Director – North America said: “The festive period has always carried enormous weight in the On Premise. Drinks brands, suppliers and operators are naturally keen to seize the once-a-year opportunities for sales optimization and brand equity that can last long after the sparkle of the season has faded. For these purposes, they’ll benefit exponentially from access to research which covers the breadth of the consumer experience. The latest US Consumer Impact Report is purpose-designed to help them target consumers with strategic messaging and offerings, equipping them to understand the path to purchase and where to pull levers to influence behavior during one of the busiest times of the hospitality calendar.”


CGA’s On Premise Impact Reports help suppliers and manufactures across food and beverage keep a pulse on the industry by featuring current insights derived from a variety of our best-in-class data tools. Click here to download more information, or and contact Matthew Crompton for more information at to learn more about subscription access and wider capabilities.

Recent posts:

Share post


Subscribe to our newsletter

Access the latest On Premise news and reports by signing up below.