Transaction data from payments platform Square showed that bars, clubs and lounges recorded the strongest growth, with Wednesday takings rising 40% since 2021.
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A separate survey of 1,000 hospitality business leaders found 44% had experienced increased revenue on Wednesday evenings, while sales between 6pm and 8pm were 36% higher than two years ago.
Thursday evening trade also strengthened, with revenue during the same period increasing 47%.
Changing habits
The research found 47% of under-35s were going out more frequently on Wednesdays than two years ago, while 38% of all respondents said smaller crowds encouraged them to socialise during the week.
A quarter also cited easier bookings at their favourite bars and restaurants.
Square UK executive director Robert White said: “Wednesday has become the new weekend for a generation of young Brits.
“This could possibly be as a result of hybrid working since the pandemic, but people are also choosing quieter, more relaxed nights out, and the businesses that have adapted to this are reaping the financial reward.”
The shift has prompted 56% of hospitality businesses surveyed to introduce weekday-specific promotions or events, while 41% have adapted or expanded their menus to attract midweek customers.
Regionally, operators in Sheffield recorded the strongest Wednesday sales growth at 119%, followed by Newcastle at 62%, with Liverpool and Cardiff both increasing 43%.
White added: “Our data shows that hospitality sellers who lean into midweek, with the right events, offers and menus, are turning a traditionally slower night into a real growth opportunity.”
