As many as 25 million Brits have expressed a desire to visit restaurants, bars and pubs in December, according to a report from the insights division of Bibendum.
The report by Proof, Bibendum’s insights agency, found 25 million customers want to visit the UK on-trade in December, up from 23m in July.
According to the report, 17 million adults in the UK are planning on heading out to pubs, bars or restaurants in the first two weeks of December if restrictions allow.
The figures suggest that after a second lockdown in England, people are keen to socialise again in the run-up to Christmas, with the Proof report finding that half of British adults were willing to trade a January lockdown for a family Christmas.
Bibendum has identified a number of key areas that will be vital to Christmas trading for hospitality venues in the UK, and maximizing spend per hour per square foot.
The on-trade supplier stressed the importance of offering customers drinks that they can’t replicate at home, from the perfectly poured pint to complex cocktails.
It also said that encouraging early trading with happy hour offers was vital in order to maximise footfall while the 11pm curfew was in place.
Venues are also advised to make the most of any outdoor space they have and insure it is well heated for customers who feel safer socialising outdoors.
Bibendum also suggested making sure your venue is as digitally savvy as possible, with the option of online ordering for customers who would prefer it.
Proof carried out the research for the report in November. Bibendum launched the insights agency this year to empower drinks businesses to make impactful commercial decisions.