Insight expert Oxford Partnership’s research of data during the Christmas and new year period showed key dates such as Christmas Eve, ‘Mad Friday’ (19 December) and New Year’s Eve were the days when customers spent the most money and stayed in the pub longer.
The group said festive trading across UK hospitality was highly occasion-led, with performance concentrated into a small number of peak days rather than spread evenly across the period.
Venues were not materially fuller, but longer dwell times, higher spend per visit and a more premium category mix combined to drive growth, particularly around the key festive moments.
The top five trading days by average pints sold per pub highlighted this behaviour, showing a split between early, volume-led occasions and later, value-driven celebrations, where extended stays and elevated spend mattered more than sheer footfall.
Stable footfall
Average dwell time reached 145 minutes, up 16.0% v 2024, underlining a shift towards longer, more immersive festive occasions. In contrast, average occupancy sat at 63.17%, up just 0.2% year-on-year, confirming venues were not fuller during the period but rather consumers stayed longer, particularly on Boxing Day and New Year’s Eve, supporting higher spend per visit despite broadly stable footfall.
Average total spend per person reached £26.37 (up 1.9%) with drink spend at £21.02 (up 1.6%), reflecting continued price sensitivity on drink-led occasions such as Christmas Eve and Mad Friday.
Food spend averaged £31.43 (up 2.7%), providing greater resilience on longer-dwell, planned visits and reinforcing the role of food in anchoring festive value.
| Rank | Day | Average pints sold (per pub) | Volume uplift v same day last year |
|---|---|---|---|
| 1 | Christmas Eve | 321.1 | +5.5% |
| 2 | Mad Friday | 271.1 | -0.9% |
| 3 | New Year’s Eve | 261.6 | +6.1% |
| 4 | Saturday Before Xmas | 250.2 | +6.7% |
| 5 | Boxing Day | 198.2 | +4.6% |
Stout was the biggest winner in terms of drink sales, which rose 13.8% versus last year was the clear festive winner, benefiting from longer dwell occasions where slower-paced drinking and premium cues dominated.
Sales of premium lager rose by 2.5% and world lager was up 1.0%. Apple cider sales went up by 1.8% while flavoured cider climbed 3.6%.
Falls for some categories
However, core lager and premium 4% lager sales both fell 4.0%, craft beer dropped 3.5% and cask ale sales dipped by 1.1%.
In summary, Oxford Partnership – which used Beverage Metrics, a Vianet product, to compile its statistics – said: “Performance was concentrated into a small number of peak days, with Christmas Eve, Mad Friday and New Year’s Eve carrying a disproportionate share of both volume and value.
“While venues were not materially fuller overall, longer dwell times, disciplined pricing and a more premium category mix combined to drive growth, particularly on post-Christmas occasions.
“The data showed consumers remain willing to spend but are increasingly selective about when they go out, prioritising moments that feel worth the time and money.
“For operators, the lesson is clear: future festive success will depend less on blanket trading across December and more on winning the right days, with the right offer, delivered for longer, higher-value visits.”
