July is full of opportunities for pubs and bars to pull in extra trade, with several national days perfectly suited for themed events, limited-time offers and creative promotions. For operators looking to keep customers coming through the doors, a well-timed celebration can turn a quiet weekday into a buzzing, profitable one.
Food and drink-themed days offer some of the most accessible wins. Pina Colada Day (10 July) is a great excuse for a summer cocktail celebration—think tropical-themed menus, tiki bar pop-ups, or happy hour specials. Bastille Day (14 July) can be a springboard for a French-themed night, appealing to foodies and wine lovers with charcuterie platters and a Parisian playlist. Then there’s National Tequila Day (24 July) and National Scotch Day (27 July)—two excellent chances to spotlight your spirits range. Host a tequila tasting flight or a Scotch and cigar night to bring in enthusiasts and curious tasters alike. But it’s not just about food and drink—quieter days can become points of interest too. National Chess Day (20 July) is a quirky but low-cost way to encourage longer dwell times and bring in a different crowd. Set out boards, offer prizes or discounts for participants, and promote it as a relaxed social event.
To make the most of these days, the key is creating a sense of occasion. Limited-edition menus, themed décor, and simple digital promotion—like countdowns, polls, or giveaways—can help build anticipation. Use social media to let customers know what’s coming up, and in-venue materials like chalkboards or table talkers to convert awareness into action. Group bookings, loyalty incentives, or bundled offers (e.g. “wine and cheese for two for £20”) can all add to the draw.
Ultimately, July’s calendar is packed with reasons to celebrate—and even the smallest of them can give customers that extra push to choose your venue over staying home.