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21% of Christmas parties will be alcohol-free this year
More than one in five Christmas parties being celebrated in 2024 will not be serving alcohol, according to new research.
The data, gathered from event booking platform Togather, revealed that the trend is being pushed by Gen Z and shows how “health, inclusivity, and unique experiences” are “transforming traditional celebrations”.
According to the research, the trend is being driven by sober parties being on the rise and for Gen Z, with 74% of respondents saying that health is their top reason for cutting back. To lean in towards the trend, workplaces are said to be responding with “fun, inclusive alternatives” such as “creative mocktails and artisanal sodas”.
As if in contrast to this, companies aren’t holding back this year, with 44% of parties catering to over 100 guests with a sharpened focus on “larger-than-life celebrations designed to make an impact—big budgets, bold entertainment, and Instagram-worthy venues”.
The nation’s capital is also still leading as the primary place to celebrate too with 58% of bookings coming from London, as the city leads the charge in hosting experience-driven events. This also shows that companies are “pulling out all the stops to attract and retain young talent in today’s competitive market”.
The shift toward non-traditional, creative venues—like industrial warehouses, archways, and trendy bars—is a trend that’s here to stay and in 2023, 13% of bookings were for these types of venues, with 65% of setups being standing or mixed, allowing for easy movement and socialising.
The data showed that last year more businesses began planning their Christmas parties prematurely ahead of the season, with 39% of bookings happening earlier than usual. This shift away from the typical November rush is said to reflect a broader trend in the workforce where employers value preparation and are now also keen to secure the best experiences possible to reflect that.
Despite the findings, alcohol is still part of the celebration for many and the overall drink budget is now up by 9.4%, showing that while companies are expanding their non-alcoholic options, they’re also continuing to provide high-quality cocktails, beer, and wine.
Speaking about the research data, Togather events sales executive Abigal Gliksman said: “As we look toward 2024 Christmas, it’s clear that Christmas parties are evolving in ways that align with Gen Z’s values. From larger, more inclusive events to creative, Instagrammable venues, this festive season is all about creating memorable experiences that reflect the unique, forward-thinking culture of today’s workforce.”
Gliksman explained: “For them, it’s not just about celebrating the end of the year—it’s about doing so in style.”
She added: “Whether it’s through alcohol-free options, modern themes, or big-budget entertainment, Christmas parties in 2024 are set to leave a lasting impression on this vibrant generation.”
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