Three quarters (75%) of people chose to visit a pub, restaurant or other licensed venue across the festive period.
However, 88% of visitors were impacted on some level due to the cost-of-living crisis.
Money saving methods
Three in ten, or 30% of consumers also reportedly chose not to go out to eat during the festive period as it was “too expensive”, with a fifth sharing they had less disposable income.
Despite drinks sales edging back into growth in November of last year, some 19% of consumers also said they either chose to selectively spend elsewhere or save money across the board.
According to the CGA by NIQ Christmas report, when consumers were asked what they were spending money on, the most common response was that they were cooking more at home.
This sense of consumer hesitancy was reportedly carried through to 2025.
The Christmas report outlined a direct link between cost of living pressures and on premise visits.
The data has also recorded consumers were choosing to prioritise food-led and lower tempo experiences in 2024.
Higher tempo, more lively socialising options appeared to be significantly less popular across the board.
Only 11% of consumers chose to visit late night bars and clubs, with just 2% choosing to interact with pubs. Contrastingly, 30% visited bars and 53% chose to visit restaurants.
Meanwhile, 34% of respondents visited cafes and interacted with coffee shops. A total of 30% chose to visit festive pop ups and venues, with leisure venues or spaces visited by 18% of people.
2025 comparison
CGA by NIQ client director Violet Njunina shared her views on the report, warning operators should be “cautiously optimistic” going forward: “Despite a positive Christmas, it’s clear consumers remain affected by the cost-of-living crisis and the effects of high inflation.
“We can be cautiously optimistic that impacts may lessen as we move into 2025 but all suppliers and operators will need to stay resolutely focused on the demand for good value.
“Strategies for next Christmas must take on board the needs of these consumers, and our report delivers the expert insights that are needed for success.”
The CGA Daily Drinks Tracker indicated trading in the first full week of 2025 was negative on all seven days with the biggest gap of 17%, this occurred on Sunday January 5. There were also shortfalls of both 8 and 10% on Friday and Saturday on the 10 and 11 of January.
All main alcoholic drinks categories were impacted by lack of consumer interactions. The report also showed drinks sales in managed venues were similarly behind in the same period in 2024.
Spirits were down 18% and beer was down 7% while cider saw a downturn of 8%. Wine was also similarly down in sales.
Much like 2024, higher tempo venues and occasions were hit the hardest due to post Christmas restrictions on spending.
Certain consumer groups also switched to low and no options throughout dry January. However, sales throughout the category dropped to 8% year upon year, due to a lack of interaction with soft drinks.
