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This comes after research revealed fewer consumers are planning to visit hospitality this Christmas compared to last year, according to new research.

The Shopping for Christmas Report 2023: The Christmas Period ​​from VoucherCodes, partnered with GlobalData and looked at consumer shopping trends and spending habits over the six weeks leading up to Christmas.

It showed half of consumers (48.8%) were looking to cut back on visits to pubs, bars, restaurants and cafés because of price rises and would be hosting friends and family at home to help save money with a third (33%) hosting at home more than 2022.

Opening hours

However, the report showed pubs would be the second most popular Christmas destination (after Christmas markets) with 10m or a quarter of consumers (26%) visiting during the festive period.

It also revealed the overall hospitality sector is set to receive a £12bn boost over the festive period from those celebrating the holiday.

Voucher Codes senior commercial director Michael Brandy said: “The hospitality industry has faced a tough year with high inflation rates and rising costs eating into profit margins and sadly challenges are set to continue over the Christmas season.

“Despite many consumers returning to hospitality venues since the pandemic to celebrate with friends, family and colleagues, many will be prioritising their money to Christmas essentials such as gifts, travel and the Christmas dinner."

Boosting trade

“To make the most of the festive season, hospitality venues should offer festive deals to encourage customers to visit and part with their hard-earned money."

He said set menus, happy hours and festive specials were just a few ways to offer customers value when they come out socialising in the Christmas period.

This followed a poll of 106 respondents, conducted by The Morning Advertiser​​, which found 55% of operators were lacking in confidence about winter trade​​.

Stephen Harris, owner of the Sportsman in Seasalter, Kent said he was cautious about the later winter months of January, February and March as expected these months to be quieter than usual.

However, he said the weekends and later week were busy enough for the pub to be “chipping along”.

Gareth Ostick, owner of the White Swan at Fence in Lancashire said September was busier than he was expecting but he could still do with more people through the door.