Two thirds of UK pub-goers spend more when having fun

On November 28, 2024, research conducted by Saturn Visual Solutions and OnePoll revealed significant insights into the behaviors of pub-goers in the UK. The study involved 2,000 adults who provided data on their drinking habits and experiences in relation to the overall atmosphere of the venues. The findings indicated that nearly 63% of respondents are inclined to spend more money at pubs perceived as fun. This spending is complemented by patrons staying on average 47 minutes longer at engaging venues compared to those they consider dull. The study identifies compelling factors contributing to a venue's perception of fun. A notable 56% of respondents expressed that visual appeal plays a key role in deeming a place enjoyable, while 46% mentioned the emotional stimulation derived from experiences, such as excitement and anticipation. A striking correlation was noted between perceived fun and the willingness to return to the same establishment. Specifically, 53% of participants indicated they would choose a fun venue to return to at least once a month. The research also detailed gender differences in spending behavior. Male respondents revealed a tendency to indulge more, reporting an average of £16.70 in extra spending when enjoying themselves at a pub, whereas female respondents recorded an average of £14.63. Interestingly, only 9% of men stated they would adhere strictly to a budget compared to 11% of women, highlighting differing attitudes towards spending when engaged in a social atmosphere. Responding to these insights, Chris Welsh, CEO of Saturn Visual Solutions, emphasized the financial benefits for hospitality venues that create stimulating and interactive environments. He noted that without a proper focus on creating a fun atmosphere, establishments could be inadvertently foregoing substantial revenue. The conclusive message from the findings reiterates the importance of cultivating enjoyable experiences for patrons to enhance their engagement and increase financial returns for pubs and similar venues across the hospitality industry.