Almost 14 million people intend to spend time in the pub this Christmas, according to the latest Greene King Leisure Spend Tracker.
Some 28 per cent of Brits said they were planning to go to the pub between December 24 and 31 this year, three per cent more than those intending to go to a restaurant and 15 per cent more than those that are expecting to go to a bar.
This makes the pub the most popular place to spend time this festive season outside of the home.
Unsurprisingly, it is younger people and men driving the trend: 37 per cent of 18 to 24 year olds, and 36 per cent of 25 to 34 year olds want to go to the pub this Christmas, along with 31 per cent of men but just 25 per cent of women.
Happily for licensees the results of the report also suggest 20 per cent of adults intend to spend "a lot" or "a little" more cash on eating and drinking out this December. This figure rises to 22 per cent in the South East but falls to 18 per cent across the rest of the country.
Greene King Group marketing director, Rob Rees, said: "Christmas is always a great time for the pub – it offers a festive, comforting and fun environment for all. It's great to see that the British public is looking forward to the festive season, despite 2016 having been a busy and eventful year, and that many of them will be celebrating in the pub."
There's plenty of ideas on the Inapub website for those of you looking to capitalise on Christmas including:
- Last minute Christmas menu hacks
- 9 Cracking Christmas ideas
- The importance of answering the phone this Christmas
- And for some light relief, this festive Welsh effort from Goldie Lookin' Chain and Tiny Rebel Brewing
If you still aren't feeling Christmassy then check out Greene King's own #MannequinChallenge, guaranteed to get the bells jingling.