Deltic Night Index report shows many still steering clear of Dry January

The latest Deltic Night Index report reveals that although it seems like everyone is doing it, well over two thirds of people didn’t partake in Dry January in 2017.

The research, which is the second quarterly report into the UK’s late night economy by The Deltic Group, proves that women have more willpower than men – those who partook in Dry January lasted almost 14 days on average versus men at 11 days. The average Brit who took part lasted 12 days before giving up, and 1 in 7 Brits didn’t even make it to one week before having a drink.

The report also highlighted that Dry January is a more popular phenomenon with the younger generation. Almost half (45%) of 18-21 year olds took part this year, compared to only 17% of those aged 56 upwards. However, those aged 56 upwards who did partake in Dry January are shown to have much stronger resolve – on average, they lasted more than 16 days without a drink. They are followed by 46-55 year olds, who lasted just over 13 days, and 31-45 year olds, who stayed off the booze for 12.5 days.

Figures proved that January pay weekend was as popular as ever, with 1 in 5 Brits – and specifically 40% of those aged 18-21 – choosing to celebrate pay weekend by heading out to a club or bar and 16% of Brits choosing to go to the pub to spend their well-earned cash. The average Brit who went for a late night out on the January pay weekend spent £35.48.

The data supports the trend that though the younger generation are drinking less, bars and clubs continue to be a popular late night activity. Across all ages, the most popular reason given for a night out continues to be seeing friends or escaping the stresses of daily life, the latter reason becoming even more prevalent among 18-25 year olds, with almost half agreeing.

Peter Marks, Chief Executive of The Deltic Group commented, “The second Deltic Night Index shows that even though people – and specifically young people – are taking part in Dry January and drinking less alcohol than the older generations, they’re still going out just as much and enjoying themselves in a club, bar or pub, as shown by the popularity of these late night activities over the pay weekend. It’s now less about alcohol and more about creating a fantastic night out – with that in mind we’re continuing to invest in our clubs, music offering and entertainment to make sure we’re giving our guests unforgettable experiences.

“What we have found is that over the festive season people tend to go out more often and for longer however in January this is reversed. For us the fact that the average amount spent on a late night out is down for this quarter is no surprise when you look at the period as a whole (November to January). There is a very long gap between the December and January pay days coupled with tighter personal finances following Christmas. Traditionally, January is a quiet month for the whole sector and this is reflected in our data. However it is fantastic to see that the January pay weekend remains a key event in the late night sector with many choosing to spend it in pubs, bars and clubs.”

Report highlights

  • As in the last quarter, pubs proved the most popular late night activity. This was followed by the cinema, which has risen in popularity
  • The average night out lasted 4 hours and 21 minutes. This is an increase of 1 hour and 3 minutes from the last quarter
  • Over a third of 18-21 year olds spent more money in clubs and bars in this period than on other forms of late night leisure
  • Almost 70% of people did not partake in Dry January in 2017 – this compares to 84% the previous year
  • Brits lasted on average 12 days before giving up Dry January
  • Nearly a quarter (24%) of Brits that go on nights out, said that they usually go on a late night out with their partner. This is an increase of 5% from the last quarter
  • On average, British men went on late nights out more often than British women
  • Over a quarter (27%) of Brits aged 26-30 went on a late night out at least 2-3 days per week
  • Recommendations remain the most important factor when choosing where to go on a night out. The importance of Facebook decreased whereas the importance of Instagram grew this quarter
  • Brits spent an average of £35.48 on a late night out during the January pay weekend
  • Brits spent £52 on an average night out in this period. When compared to the previous survey quarter overall spending on late night activities is down by £5.74 (10%)

Deltic trades under a number of names including PRYZM, ATIK, Fiction, Cameo, Kuda, Vinyl, and the new Bar&Beyond brand. The group’s business model is to create memorable experiences for its consumers by offering a range of premium drinks, private booths, party packages and an entertainment led offering, all in exceptional venues.

The Deltic Night Index is quarterly a comprehensive research report conducted by Censuswide into the UK late night economy and consumer trends. The report surveyed 2067 people across the UK.

Click here to view/download complete report.