The first On Premise Sales Impact Report of the year explored the 2023 holiday period. The report showed 15th – 17th as the best performing weekend in December 2023, where both the Friday (+26%) and Saturday (+11%) saw strong uplifts versus average Fridays and Saturdays during the rest of the year. As a result, these dates emerged as the most valuable weekend of the year for the average outlet.
Pre-Christmas trends (18th-22nd) saw double digit velocity growth versus the same period in 2022 for the week before Christmas. In fact, national velocity levels peaked for 2023 during this time, reflecting not only the value of the Christmas and New Year period for brands, suppliers, and operators, but also the importance of strategic planning to maximise revenue during this popular period.
In contrast, New Year’s Eve velocities were -1% versus 2022. But the full weekend velocity exceeded that of 2022. Furthermore, New Year’s Eve itself was the second most valuable Sunday of the year, bettered only by Mother’s Day. Its velocity was +56% versus average Sundays in 2023, a notable result driven by strong uplifts in both velocity and ticket counts.
Mitch Stefani, Client Solutions Director – North America said: “Understanding the value of these events and key dates enables brands, suppliers, and operators to better prepare for the year ahead, allowing time to produce a powerful, strategic approach and tailor product and promotional. This means using insights to refine offerings, which in turn contributes to the overall appeal of the Canadian On Premise experience moving forwards and not just at Christmas.”
CGA by NIQ’s Canada On Premise Sales Impact Report’s use BeverageTrak data to provide valuable sales velocity, check value and ticket count insights. It is especially valuable for understanding consumer visitation plans for previous and upcoming key occasions and events, leading to better informed strategies.
To find out more about BeverageTrak’s capabilities and how they can help your On Premise strategy, get in touch with Mitch Stefani, Client Solutions Director – Mitch.x.Stefani@nielseniq.com. Or click here to find out more about Canada On Premise Impact Reports.