Austin, Texas-based Union, a data-driven hospitality engagement platform, has released a new OnPrem Insights report covering consumption trends for the months of October, November and December, known within the beverage industry as the “O-N-D” period. According to data from more than a thousand Union venues throughout the United States, nearly 30% of annual sales happen in Q4.
“With a holiday falling in every month during the OND period ‘tis the season for venues to capitalize on the influx of out-of-town guests, holiday parties and people going out to celebrate,” said Layne Cox, Union’s chief marketing officer, in a statement. “One of the biggest takeaways we saw in this study was that the Saturday before Halloween was the biggest sales day of the year. Many operators typically plan special packages and programs for New Year’s Eve, but with this new data they should start focusing on Halloween premium drink specials and promotions that can maximize their traffic on the weekends surrounding Oct. 31.”