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With an unprecedented Christmas trading period fast approaching, CGA has released new consumer research and expert analysis to support the planning of all suppliers and operators.

As CGA has shown, new government restrictions and a second wave of COVID-19 cases have dented consumer confidence and created uncertainty about going out to eat and drink at Christmas. Only one in four consumers now say they feel confident about doing so—and just 16% of consumers have made any plans to go out over the festive period.

It highlights the urgent need to reassure consumers that they can still enjoy safe Christmas celebrations in the hospitality. CGA’s report has insights for achieving that, while also identifying ways to drive footfall—including by encouraging consumers to pre-book their Christmas occasions.

The report also reveals a polarisation of opinions and spending plans among different consumer segments, and has a special focus on a valuable core of people who want to make up for missed celebrations and treat themselves at the end of a tough year. Consumers who have saved money from reducing their eating and drinking out and holidays this year will have more money in their pockets than usual this Christmas—and CGA’s research shows how businesses can earn it.

The report also has help for planning for different scenarios of government restrictions over the rest of the year. With in-depth analysis of fast changing consumer behaviour, motivations and priorities, it is essential reading for anyone seeking to maximise opportunities this Christmas.

To learn more about CGA’s ‘Adapting to Change This Christmas’ report, click here, or contact Ted Mulcauley at


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