That’s according to CGA, which found that seasonal trends over the last weeks of 2021 loosely mirrored those seen in 2019 – with a strong build up to Christmas followed by a decline in the week immediately before December 25. Over the holiday period, 24% of outlets remained operational on Christmas Day versus the average day in December, with trends driven by a reduction in foot traffic – with ticket count down 22% on Christmas Eve and off 48% on Christmas Day versus the previous Saturday. Despite this, value velocities on Christmas Eve and Day were up by +37% and +42% versus 2019.
Across outlets that were trading, CGA’s BeverageTrak data reveals that the average check value on December 25 was +115% higher than the average day across the year – making it the second-best day in 2021, beaten only by Thanksgiving. Check values benchmarked strongest against the average day in eating outlets (+122%), while drinking outlets also fared well (+54%).
Overall velocity in the latest week is also positive compared to pre-pandemic levels, with Total US up +10% versus 2020. This is largely due to an increased number of checks per outlet (+9% vs 2020), showing that despite COVID-19 still lingering, consumers are eager to go out in the On Premise, CGA said.