Wednesday sales up 31% for UK hospitality industry
More people are socialising mid-week as new transaction data from Square, the global payments platform, reveals Wednesday sales among its UK food and beverage sellers have risen 31% in five years.
Bars, clubs and lounges have seen the biggest growth, with Wednesday takings up 40% since 2021. This trend is echoed in a separate Square study of 1000 UK hospitality leaders in which 44% reported revenue increase on Wednesday evenings, with trade between 6 and 8pm generating 36% more revenue than two years ago.
Thursday – historically the big week night out – is second in line. Between 6pm and 8pm, Thursday revenue is up 47%, a sign that weeknight socialising is the norm for many Brits. As a result, more than half of hospitality businesses (56%) have introduced weekday-specific promotions or events to capitalise on weekday evening trade, while 41% have changed or expanded their menu to attract midweek customers.
Northern Square sellers are seeing the biggest growth in mid-week trade, with Wednesday revenue up in Sheffield (119%), Newcastle (62%) and Liverpool (43%). Cardiff has also seen a similar boost in Wednesday takings, up 43%.
Robert White, executive director of Square UK, 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. 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.”
A separate survey of 2,000 UK adults suggests that people are choosing weeknights for a more relaxed experience. Nearly two in five (38%) say they go out on weekdays because of smaller crowds, and 25% find it easier to get a table at their favourite bar or restaurant on a weeknight.
The shift is most pronounced among younger consumers. Nearly half (47%) of under 35s say that they are going out more on Wednesdays, compared to two years ago. Drinks after work with colleagues is a popular mid-week occasion for this cohort as 25% report doing so on a weekday, with 20% keeping weekends free for family time. A small number (8%) of these respondents also said they don’t like to be hungover at the weekend so are choosing to go out in mid-week instead.