News / Member Insight / Business operations

Hospitality Christmas season now lasts 12 weeks

The power of the Christmas trading period for hospitality cannot be underestimated, and while consumers will be watching their discretionary spending incredibly closely, we know that they still want to celebrate the festive season in style.

The saving grace for the sector is that it begins earlier and runs later than may be expected. Square’s latest data shows the 12 biggest trading days for UK food and drink sellers are spread across a 12-week period that starts in early November and does not close until the final weekend of January, stretching beyond the traditional December rush.

It may be no surprise that the busiest single day was the second Saturday of December (13th December) during the 2025 Christmas period, with transactions up 67% versus an average trading day.

Less expected are the days rounding out the top three, as the second busiest day of the season was the second Saturday in November, with a 65% increase in transactions. Third was the last Saturday in January, with a 61% increase in transactions, suggesting consumers may have been out marking the end of Dry January or were eager to celebrate their first post-Christmas payday.

The factors behind the trading peak stretch

While Square’s data covers the 2025 festive period, the signs are that the pattern will hold again this year, with industry data finding 25% of consumers plan to spend more during the period.

Nearly every date in the top 12 falls on a Saturday, suggesting that friends and family are booking festive get-togethers well in advance, with these gatherings continuing into the New Year. The last weekend of November is a good example, as food and drink businesses arelikely to benefit from shoppers visiting the high street for Black Friday.

Work Christmas parties are another key moment for hospitality operators during the festive period. Square’s data shows the last Friday in November was the only Friday to make the top 12 trading days, suggesting it could be a popular evening for work Christmas parties before December even begins.

How hospitality operators can prepare for the busy Christmas season

As spending habits continue to change, operators have been adapting accordingly. Those making small changes to the Christmas menu can help keep footfall flowing across the full 12 weeks. Giving a menu a refresh with new cocktails, hot drinks or food items seems like a small change, but it can be effective to keep regulars interested and attract new customers.

Given that almost every day in the top 12 falls on a weekend, it is worth ensuring there are enough staff on the weekends across the whole period to manage and maximise demand. If people are having to queue for 10 minutes for a drink, then they’re consuming, and therefore spending, less. The last Saturday before Christmas is not always the busiest, so operators should spread staffing across the final quarter instead of concentrating it in the run-up to
Christmas Day.

To ensure easing into the new year is easier, businesses should also incorporate January into the festive season, as opposed to assuming it ends in December. Square’s data shows three January Saturdays are in the top 12, so it’s important to account for busy periods by ensuring staff rotas are filled towards the end of January.

Looking ahead in the new year

January though, is a unique month. Consumers’ budgets are typically tighter after Christmas, and after a sociable run-up to Christmas Day, some want to lay low, so operators can help those who are more cautious about spending by offering midweek deals on food and drink in the first half of the month.

As Dry January takes place, operators should also consider including a variety of low- and no-alcohol options to keep people going to venues.

What’s positive for the hospitality sector is that consumers are still celebrating during the festive period, and they’re doing it across a longer part of the year. The season is already underway, and there is still time for operators to plan for the weekends ahead and into January, which is now as much a part of the season as December.