Valentine's Day bookings up 48% against 2019
Bookings for Valentine’s Day this year, which takes place tomorrow (14 February) are up by 48% compared to 2019.
They are also up 7% compared to last year's booking figures.
No Covid-19 restrictions were in place in 2022, but there remained some lingering apprehensiveness from consumers following the rise of the Omicron variant.
OpenTable, which analysed Valentine's Day bookings made before 6 February for each respective year, says the news indicates that the occasion is set to provide a much-needed boost to the struggling hospitality sector.
“As the industry continues to face headwinds, it's fantastic to see the majority of Brits have plans to dine out for Valentine’s Day,” says Robin Chiang, VP of global sales and services at OpenTable.
Valentine's brings wine and mixed drinks into 'sharp focus'
Ahead of Valentine's Day, CGA by NielsenIQ’s research reveals the impact of the occasion on drinks categories and sales mix.
CGA’s sales measurement service shows the value of the day for wine and cocktails in particular. On Valentine’s Day in 2022, the average value rate of sale for sparkling wine was 103% above the average Monday, while Champagne was up 52% and the total wine category ran 50% ahead.
There was an even bigger boost for cocktails, where rate of sale on Valentine’s Day was 135% higher than the average Monday. Across the spirits category, trading was 67% ahead.
“Valentine’s Day brings the wine and mixed drinks categories into sharp focus, and celebratory occasions like this can be a great springboard for future sales,” says Paul Bolton, CGA client director.
“It’s a particularly good time for suppliers to encourage trial by consumers who might not otherwise buy wine or cocktails. Understanding what these people want, and delivering it through compelling in-venue partnerships with operators, can create brand and category advocates far beyond the day itself.”
