A survey conducted by Music licensing company PPL PRS found 42% of UK consumers planned to celebrate out of home on Tuesday 31 December, with one in seven opting for a pub or bar.
However, cost was a deciding factor for the 2,000 survey respondents when choosing a venue.
Around one in five (19%) said they were likely to spend £100 while 17% expected to spend around £50.
Top priority
Meanwhile one in nine would limit spend to £30 and 10% aimed to spend £10 or less. The top reasons for customers opting to stay at home were cost and comfort.
It means the hospitality sector could see a £505m boost from celebrations across the on-trade.
Another top priority for almost two-thirds (64%) of New Year’s Eve partygoers when choosing a venue was atmosphere, along with access to drinks (39%), food (30%) and cheap entry (26%).
Running promotions such as free entry until 11pm or a two-for-one drink offer could coax revellers in and keep them entertained, the licensing company advised.
Positive emotions
Those surveyed also stated lack of atmosphere (32%) and no music playing (25%) could spur them to exit.
PPL PRS music therapist Marianne Rizkallah said: “The atmosphere in a pub or bar can really make or break a celebratory night like New Year’s Eve.
“It plays a key role in balancing the moods across the room. If an atmosphere becomes too intense, it risks riling up a crowd and / or causing people to leave.”
To create the perfect atmosphere, Rizkallah advised operators to opt for loud tunes with faster beats per minute than the average heart rate to heighten excitement, and more universally familiar options, such as the classic ‘Auld Lang Syne’, to promote a sense of community.
She continued: “Following up with popular party anthems will help punters sustain these positive emotions so they leave your venue with a fantastic lasting impression with a view to returning for more.”
