WEDNESDAY is the new weekend for Gen Z drinkers preferring less crowded nights out and hangover-free days off.
“” trade has risen 31 per cent over the past five years for the hospitality industry — and 40 per cent for and bars alone.
Research by payments company Square showed the largest Wednesday rises were in Sheffield, Newcastle, Cardiff and Liverpool.
Greg Mulholland, from the Campaign for , said: “This is particularly common in towns and cities with and colleges.
“Wednesday is also a popular night for things like pub quizzes, open mics and other events.
“As ever, pubs adapt to the communities they serve and it’s great people can enjoy them when it suits them.”
Wednesday have now overtaken Thursday – historically the big week night out – which is second in line.
Between 6pm and 8pm, Thursday revenue is up 47%, a sign that weeknight socialising is the norm for many revellers.
As a result, more than half of hospitality businesses (56%) have introduced weekday-specific promotions or events to capitalise on weekday evening trade.
And 41% have changed or expanded their menu to attract midweek customers.
Robert White, executive director of Square UK, said: “Wednesday has become the new weekend for a generation of young Brits.
“This could possibly be as a result of since the , but people are also choosing quieter, more relaxed nights out, and the businesses that have adapted to this are reaping the financial reward.
“Our data shows that hospitality sellers who lean into midweek, with the right events, offers and menus, are turning a traditionally slower night into a real growth opportunity.”
