Bigger days, better sales: How to win on the key On-Premise dates

Three key occasions 

Three national days in the first four months of the year—Valentine’s Day, Mother’s Day and St Patrick’s Day—have proved the reach of big events. According to NIQ’s latest On Premise Consumer Pulse Report, two in five (40%) consumers planned to visit pubs, bars, restaurants or similar venues for Mother’s Day, while well over a quarter (29%) intended to go out for St Patrick’s Day. These two occasions followed Valentine’s Day, when 17% of consumers said they visited the On-Premise. 

The Pulse research shows why it’s more important than ever for operators and suppliers to capitalise on big days. Three in five consumers are either severely affected (19%) or moderately affected (42%) by rising costs, and average On-Premise spend fell month-on-month in February. With consumer spending and operating costs under such heavy pressure, it’s crucial to attract people when they have a treat and celebratory mindset. 

What consumers want on big days 

Understanding exactly what consumers want from these big occasions, and where they are going, is key to winning their spend. Valentine’s Day is one of the biggest days of the year for restaurants, and they welcomed nearly half (45%) of those who went out to celebrate. Nearly half (46%) of couples chose the early evening slot (5pm to 8pm) for their meals.

Celebrations on Mother’s Day also tend to be led by food. Around three in ten of those who planned to go out said they would choose casual dining restaurants (32%) or pubs with a food focus (31%). With many of those visits taking place in earlier dayparts, more than a third (37%) planned to drink soft or hot drinks, making it the top category ahead of wine (35%).

Drinks trends are very different on St Patrick’s Day. Beer is the most popular choice, with close to half (45%) of those going out for the occasion planning to buy it—not surprising given Ireland’s close association with stout. Cocktails (30%) are another common option. Venue-wise, it is drink-led pubs that benefit most from St Patrick’s Day. Nearly a third (31%) planned to visit them, with food-led pubs (29%) and bars or late-night bars (23%) the next most popular.

The need to stay relevant

All this interest in big occasions can translate into strong sales. NIQ’s Daily Drinks Tracker reveals average drinks sales in managed venues on St Patrick’s Day (Tuesday 17 March) were 52% higher than the same Tuesday in 2025 and value ROS on the day was 46.8% higher than in 2025, as consumers packed out pubs and bars for Irish-themed celebrations. 

However, extra spend is far from guaranteed. While sales on Mother’s Day in 2026 were 70% more than the average Sunday in the first quarter, value ROS on the day was 2.4% lower than in 2025. In restaurants, spending on drinks and main courses was down year-on-year, though it was up on starters and desserts.  

A slightly weaker Mother’s Day is a reminder of the heavy competition for footfall on big occasions. Consumers are likely to remain hesitant about spending for some time to come, so it’s vital to adapt to the new ‘fewer but bigger’ approach to eating and drinking out occasions. Brands and venues that do so have some great opportunities to win brand trial and trade-up and secure loyalty—not just on the big days but throughout the year.