Jubilee sales fall short of on-trade expectations

A week on from the two-day bank holiday celebrations launched to mark the Queen's Platinum Jubilee, data from CGA reveals that sales soared across Britain's restaurants, pubs and bars. However, weekend trading fell short of industry expectations, dented by community participation in local street parties taking place across the UK. 

The exclusive study shows that average on-premise sales from last Wednesday to Sunday (1 to 5 June) were 5% higher than the average for the equivalent period over the previous 12 weeks. But after uplifts of 47% on Wednesday, 54% on Thursday and 7% on Friday, sales dropped by 20% and 22% on Saturday and Sunday respectively. 

CGA's data shows that food sales increased by 8% over the five-day period, while drinks sales achieved a 3% uplift. Venues also saw a 12% rise in spirits sales, with vodka a key driver; as well as a 10% hike in cocktail sales as consumers toasted the Queen. 

Surprisingly, beer saw a 4% drop in sales, while establishments saw a 12% rise in trade across the cider category. Additionally, demand for soft drinks grew by 11%, reflecting a surge in family visits to venues.

The data also indicates that total five-day sales increased by 8% in rural areas – a better performance than high streets (up 5%) and surburban areas (up 4%). Despite Jubilee celebrations being centred on London, the sales uplift in the capital was below the UK average at 1%. 

"It was very much a Jubilee holiday of two halves for operators and suppliers, with an early upswing foillowed by a tough weekend," says Jonathan Jones, managing director of CGA.

"It suggests excitement about the extra bank holidays but a desire to mark the occasion at home and with 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."

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