CGA’s latest Pulse survey suggests nearly three quarters (71%) of consumers plan to visit the On Premise over the festive period. People aged 18 to 34 are particularly enthusiastic, with two thirds (69%) of those who will go out planning to visit at least as often as they did over Christmas 2019—more than twice the number who plan to visit less (31%).
However, older demographics are less bullish. Well over a third (38%) of those aged 55 or over say they won’t be using the On Premise at all—and even among those who do plan to go out, nearly half (45%) will do so less often than they did in 2019. It is a reminder of the ongoing need to show consumers that they can enjoy safe as well as happy experiences in venues—especially as confidence levels have been dented by rising COVID cases in recent weeks.
The Pulse data suggests that pubs, bars and restaurants will be popular places for people to reconnect this Christmas. A third (33%) of consumers intend to celebrate with friends there, and nearly as many (31%) are planning celebrations with family. Around a quarter (26%) plan to have workplace Christmas parties in the On Premise. One in seven (14%) plans to visit on Christmas Day, with similar numbers for Christmas Eve (15%) and Boxing Day (13%).
These figures give us grounds for cautious optimism for strong December trading,” says CGA’s research and insight director Charlie Mitchell. “After a Christmas washout in 2020, consumers are eager to get back to the kind of festive experiences that only the On Premise can provide. However, venues will have to juggle some people’s desire to celebrate with more cautious consumers’ anxieties about safety—all while addressing major challenges around staffing and supply. Venues that pull this off can look forward to a positive end to a very challenging year.”
CGA’s Consumer Pulse survey provides extensive up-to-the-minute insights into consumers’ engagement with the On Premise to help operators and suppliers identify winning strategies over the crucial Christmas season. To learn more about the data and analysis, email charlie.mitchell@cgastrategy.com.
