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Data from The Oxford Partnership showed suburban local pubs recorded a 242% increase in draught beer and cider rate of sales on Christmas Eve 2025 compared with other Wednesdays during that month – highlighting the opportunity available for neighbourhood pubs.
Research has revealed the boost for such sites is down to the fact many people travel back to their hometowns for the festive period and meet up with friends at their local pub.
Analysis from The Oxford Partnership, using Vianet’s BevMetrics data, revealed that on Christmas Eve 2025, suburban local pubs recorded a 241.7% increase in draught beer and cider sales versus the average preceding three Wednesdays in December.
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243 pints extra per pub
Significantly, across almost 2,900 ‘matched’ pubs, sales rose from 101 to 344 pints per outlet, which equals a huge addition of 243 pints sales per pub.
However, the uplift was not confined to suburban locals. Rural local pubs also benefited hugely as they recorded a 194.4% increase in rate of sale, while urban locals grew by 186.7%. City centre local pubs recorded a more modest 41% increase.
Pubs that lead on food sales showed an equally striking contrast. Suburban food pubs recorded a 243.7% uplift, while city centre food pubs saw rate of sale fall by 12.9% against the same December Wednesday benchmark.
For operators, the commercial challenge is not simply to attract customers but to make sure they are well stocked and give them a reason to enjoy the occasion.
Service must remain smooth
Staffing and stock need to reflect the potential surge in demand. Food, entertainment and the drinks range should complement the needs of groups gathering socially while service must remain smooth even when the pub is considerably busier than usual, according to research expert.
The Oxford Partnership CEO Alison Jordan said: “Christmas changes the geography of the pub market. As people return home and reconnect with family and friends, the neighbourhood pub becomes the natural place to meet.
“Our analysis shows suburban local pubs sold almost three and a half times their usual Wednesday draught volumes on Christmas Eve.
“For operators, the opportunity is to recognise those changing occasions and create the right experience. The pubs that understand their communities and prepare accordingly will be best placed to make the most of festive trading.”
