Consumer intentions for Christmas 2021

It’s all about Christmas at the moment at KAM. With just 80 days to go until Santa arrives, 1-in-4 Brits have ALREADY made a restaurant/pub/bar reservation so most of our clients’ festive campaigns are well underway, and quite rightly so. We’ve spoken to consumers to find out their current intentions for Christmas 2022, in partnership with Toggleaccess the free infographic here.Christmas 2022 is set to be pretty unique for much of the industry as such a hefty proportion of the population disappear into a World Cup frenzy (12.5 million currently intend to watch at least one game in a pub/bar – a MUCH higher number than the Men’s Euros last year.) If done well, this should be a huge footfall driver for many.

Despite many consumers saying they intend to be more cautious with their money this Christmas, c1-in-10 Brits do currently intend to visit a pub/bar/restaurant on Christmas Eve and Christmas Day specifically, which is back in line with pre-pandemic levels. And the same can be said for New Year’s Eve. So it’s positive news again for footfall to venues on those key festive days.However, last month’s ‘Tech the Halls’ workshop, hosted by our friends at Toggle, we did suggest that Hospitality should be thinking beyond on-premise sales this Christmas:

  • 18% of Brits have previously bought a pre-packaged dining experience as a gift (dinner for 2 is the most popular)
  • 16% have bought a hotel stay as a gift
  • 35% have bought a gift card for pub/bar/restaurant as a gift (51% of GenZ)
  • 23% have bought hospitality branded merchandise as a gift before (think T-shirts, recipe books, or hot sauces)

On average, Brits spend ALOT more on gifts at Christmas time than they do on eating or drinking out (the average spend on a gift for “my partner” is £90, if you must know!) Tapping into this often separate budget has bought substantial success for certain operators.

Take a look at Katie Jenkins, Marketing Director at KAM presenting some of these findings here.

Or you can download the full Christmas 2022 infographic here.Our friends at Bums on Seats have also created a whitepaper, with support and tips from other industry legends such as Datahawks, Feed It Back and Zonal, to help operators maximise sales this Christmas. You can access it here.

And there you have it, LOADS of info and advice on making the most of Christmas 2022!

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Blake Gladman

Hi, I'm Blake, Strategy & Insight Director at KAM. I look after all our research products and manage the collection and delivery of insight throughout KAM. I love long runs and good food (the perfect life balance).