December is the biggest month of the year for pubs and bars — a perfect blend of festive gatherings, office parties, big sporting fixtures, and holiday traditions. With customers looking for reasons to celebrate, warm up, slow down, or go all-out, this month gives you more hooks than any other. From cosy winter flavours to Christmas classics and New Year excitement, December is your moment to shine, upsell, and stay top-of-mind in your community.
Early December Spark
1 December – World AIDS Day
A meaningful start to the month. Consider a charity-focused drinks special, red-themed cocktails, or a donation pledge from selected items. It’s a subtle way to show support while building community trust.
5 December – Repeal Day (End of Prohibition in the US)
A fantastic chance for a fun, prohibition-inspired drinks night. Think classic cocktails, vintage-style décor touches, and a “secret menu” for customers who know the codeword. Great for mid-week engagement.
6 December – St Nicholas Day
Lean into winter warmers: hot chocolate cocktails, spiced ciders, festive baked goods, or a “Cosy Corner” pub special. It’s a gentle nudge into the Christmas spirit without going full festive mode just yet.
Festive Mid-Month Momentum
10 December – Christmas Jumper Day
This one practically markets itself. Run a festive jumper competition, special pricing for anyone wearing a jumper, or themed drinks (“Ugly Sweater Sour” or “Festive Fizz Friday”). Perfect for social posts and group bookings.
12 December – Gingerbread House Day
Gingerbread cocktails, biscuits, desserts, or even a gingerbread-themed sharing board. A great family-friendly and Instagram-friendly promotional hook.
16 December – Chocolate-Covered Anything Day
A fun, indulgent day: chocolate martinis, rich desserts, or a chocolate stout tasting. Gives you a high-margin treat opportunity.
Late December Festivities
21 December – Winter Solstice
The longest night of the year calls for warming drinks, fire-inspired specials, mulled wines, spiced rums, and soul-warming comfort food. Promote it as a “Longest Night, Biggest Flavours” event.
24 December – Christmas Eve
Families, travellers and regulars are looking for a cosy spot. Offer set menus, early-evening specials, festive platter boards, or last-minute “take-home mulled wine” bottles.
25 December – Christmas Day
Even if you’re closed, promote your Boxing Day or New Year plans early. If open, consider a simplified festive menu, reservation-only lunches, or a limited drinks offering focused on quality and speed.
26 December – Boxing Day
A massive day for pubs, especially with football fixtures. Promote everything: drink deals, brunch boards, football screenings, post-Christmas chill-out spaces. It’s usually one of the highest footfall days of the month.
31 December – New Year’s Eve
Your golden ticket. Whether relaxed or premium, market your NYE experience early: DJs, live music, set menus, bubbles packages, themed nights, or a VIP drinks bundle. Pre-sales are key.
All-Month Opportunities
Festive Flavours to Drive Spend
Lean into cinnamon, orange, chocolate, gingerbread, cranberry, mulled spices, dark ales, and winter warmers. People expect seasonal flavours — and they sell.
Group Bookings & Office Parties
Offer simple booking bundles:
- Festive sharing boards
- Drinks tokens
- Prosecco packages
- Buffet-style party food
Make it easy for organisers to say yes.
Sporting Fixtures Boosting Footfall
December football is huge. Promote screening schedules, offer table reservation perks, and boost food deals around match times.
Community & Feel-Good Experiences
From charity raffles to neighbourhood toy drives, December is a great time to build goodwill and contact lists for January.
Winter Photo Moments
Create Instagrammable touches — decorated booths, festive cocktails, or a winter feature wall — to encourage organic marketing.
Why December Works for Pubs
December gives you volume, excitement, and high-margin opportunities. People go out more, spend more, and book ahead. With a mix of festive flavours, meaningful days, themed nights, and big marketing calendar. With smart planning, your venue can own the season and finish the year on a high.