Hospitality sales are forecast to rise 3% year on year during December, according to VoucherCodes.co.uk’s Shopping for Christmas Report, up from £12.6bn in 2025.
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However, 44% of consumers said they planned to visit fewer hospitality venues this year as higher prices continue to put pressure on household budgets.
Pubs buck footfall decline
Pubs are forecast to attract 9.26m visitors over the festive period, representing a 1.7% increase year on year, while bars are expected to see visitor numbers rise 1.3% to 4.35m.
Restaurants are forecast to receive 9.69m visitors, down 0.9%, while Christmas market footfall is expected to fall 1.8% to 12.6m.
The report also predicted a 2.3% increase in the number of consumers hosting family and friends at home, pointing towards greater competition for festive spend.
The findings follow recent Oxford Partnership data showing pub sales shifting away from city centres ahead of Christmas, highlighting changing festive trading patterns across the sector.
Experience opportunity
VoucherCodes.co.uk chief commercial officer Moji Oshisanya said operators could counter pressure on visits by giving consumers additional reasons to leave home.
She said: “Our data shows that while UK consumers are pulling back in many areas, they are investing in memorable experiences.”
Oshisanya pointed to live music, private dining and special menus as ways venues could add value and encourage festive visits.
The Morning Advertiser (MA) has also previously outlined top tips for pubs preparing for the festive season, including opportunities around menus, events and drinks trends.
