In 2024, New Year’s Eve trade outperformed 2023 by 373% while Christmas Eve saw an uplift of 65% compared to 2023, according to data from CGA by NIQ’s Daily Drinks Tracker.
The tracker also revealed the last two weeks of 2024 on the whole saw strong real-terms growth in pubs thanks to a flurry of drinks sales, with managed venues achieving growth of 4.4% in the week to Saturday 28 December 2024.
Numbers were even higher the following week, with drinks sales finishing 7.5% ahead of the same period in 2023.
However, it’s not just the festive period that were a success for the on-trade last year, spooky celebrations also proved a powerful occasion for both venues and suppliers.
Further data from CGA by NIQ showed Halloween 2024 provided pubs with a sales uplift of around £154 per venue vs the annual average.
Halloween fell on a Thursday last year, giving drinks sales a healthy boost, with the Long Alcoholic (LAD) and spirits categories benefitting most.
This year Halloween falls on a Friday and so should create an even bigger upswing—but the biggest challenge will be to draw younger consumers away from parties at home and into the on premise, according to CGA.
Other key occasions to look out for this season include Bonfire Night plus themed events like Oktoberfest and more.
The Morning Advertiser (The MA) has rounded-up the key dates in the calendar this autumn and winter to help pubs prepare for those upcoming booster days and draw as many customers in as possible.
September
Women’s Rugby World Cup quarter finals - Saturday 13 to Sunday 14
Cask Ale Week - Thursday 18 to Sunday 28
Women’s Rugby World Cup semi finals - Friday 19 and Saturday 20
Oktoberfest - Saturday 20 to Sunday 5 October
The Great British Pub Awards 2025 (GBPA) - Wednesday 24
Women’s Rugby World Cup final - Saturday 27
October
Formula 1 Singapore Grand Prix - Sunday 5 October
National Football League (NFL) matches in London - Sunday 5 October
MA Leaders in Norwich - Wednesday 8
National Football League (NFL) matches in London -Sunday 12 October
Formula 1 US Grand Prix - Friday 17 to Sunday 19
Formula 1 Mexico Grand Prix - Friday 24 to Sunday 26
British summer time ends - Sunday 26
Halloween - Friday 31
November
Autumn Nations Rugby Series - Saturday 1 to Saturday 29
Bonfire Night - Wednesday 5
Formula 1 Brazil Grand Prix - Friday 7 to Sunday 9
Remembrance Day - Tuesday 11
Formula 1 Las Vegas Grand Prix - Friday 20 to Sunday 22
Ashes 2025 Cricket Series - Friday 21 to Tuesday 25
Formula 1 Qatar Grand Prix - Friday 28 to Sunday 30
Black Friday - Friday 28
St Andrew’s Day - Sunday 30
December
Ashes 2025 Cricket Series - Thursday 4 to Monday 8
Formula 1 Abu Dhabi Grand Prix - Friday 5 to Sunday 7
Paddy Power World Darts Championships - Thursday 11 December to Saturday 3 January 2026
Ashes 2025 Cricket Series - Wednesday 17 to Sunday 21
Winter Solstice - Sunday 21
Christmas Eve - Wednesday 24
Christmas Day - Thursday 25
Boxing Day - Friday 26
Ashes 2025 Cricket Series - Friday 26 to Tuesday 30
New Years Eve - Wednesday 31
