Jubilee street parties stunted weekend trading

New research has revealed the Jubilee weekend saw an initial boost in on-trade sales, but the increase in street parties across the UK dented trading over the weekend.

CGA trading data has reported that average on-premise sales from the Wednesday 1 June to Sunday 5 June were 5% higher than the average, compared to the equivalent period across the previous 12 weeks.

However, after a boost by 47% on Wednesday, 54% on Thursday and 7% on Friday, sales dropped by 20% and 22% on Saturday and Sunday respectively.

Jonathan Jones, CGA’s managing director for UK and Ireland, said: “It was very much a Jubilee holiday of two halves for operators and suppliers, with an early upswing followed by a tough weekend.

“It suggests excitement about the extra bank holidays but a desire to mark the occasion at home and within local communities. It’s not the major boost to trading that some had hoped for, but it does show that pubs, bars and restaurants remain a key part of celebratory occasions.”

Over the five day period, food sales increased by 8%, while drink sales saw a total rise of 3%, and a 12% growth in spirit sales.

Vodka sales were a key driver of the increase, with many consumers turning to cocktails to toast the Queen.

Rural areas saw the biggest uplift over the five days, with an 8% sales upsurge. High-streets benefitted from a 5% uplift, while suburban areas saw a 4% increase.

Despite Jubilee celebrations centred in the UK capital, London’s sales uplift was below the national average with only 1% growth.

The increase in family visits to venues resulted in an 11% increase in soft drink sales, and a 12% rise in the cider category. Meanwhile, beer sales dipped by 4%.

Many spirit brands marked the long-weekend celebrations with the release of limited edition Jubilee expressions.