Dry January leaves pubs and bars high and dry, with spending 21% lower
New spending data by Airtime Rewards reveals that pubs and bars saw consumer spending drop by 21% in January, compared to the monthly average across 2023, after what is set to be the driest January on record.
According to Airtime Rewards’ latest customer poll, one in ten (11%) Brits planned to have a dry January this year. When asked what their biggest motivations were, a third (31%) said they wanted to improve their health and fitness. Other motivations included:
- Support weight loss goals – 16%
- To have a detox – 16%
- To set themselves a goal – 9%
A tenth (11%) were motivated to quit drinking in January to save money. 87% expected to save up to £100, and more than one in ten (11%) expected to save anywhere between £100 and £250.
Among those who planned to give up booze in January, more than two fifths (42%) said they’d still visit pubs and bars. When visiting, 72% expected to purchase soft drinks or low/non-alcoholic alternatives, and a tenth (11%) thought they would spend their money on food instead of drink.
With dry January now behind us, a third (31%) say they will be hitting the pub in February, but 16% plan to have an alcohol-free February. When asked if they plan to take part in dry January in 2025, 70% say they do.
Josh Graham, co-founder at Airtime Rewards comments: “While January always presents financial challenges for bars and pubs, we’re also starting to see opportunities emerge for venues to tap into changing consumer preferences. The biggest motivation for those doing dry January this year were health related rather than financial, highlighting the need for diverse offerings in the hospitality space. As customers make plans to return to pubs this month, retailers have a chance to cater to a market increasingly focused on balance, well-being, and conscious spending.”
