A new wave of festive celebration is upon us, and it’s all thanks to Gen Z. 21% of Christmas parties in 2024 will be alcohol-free, according to new data from event booking platform Togather. This generation’s focus on health, inclusivity, and unique experiences is transforming traditional workplace celebrations, and businesses are taking note.
With Gen Z making up a growing portion of the workforce, their preferences are reshaping how companies approach the most anticipated event of the year: the office Christmas party.
Bigger, Bolder Celebrations: More Guests, More Fun
With 44% of bookings now catering to groups of over 100 people, companies are scaling up their festive gatherings, providing a platform for larger social interactions.
Gone are the days of intimate office get-togethers—today’s Christmas parties are designed to make a statement. The 40% increase in drink budgets further emphasises this, with companies investing in high-quality refreshments to create a vibrant and memorable atmosphere.
Creative Venues: The Perfect Backdrop for Instagram-Worthy Moments
The shift toward non-traditional, creative venues—like industrial warehouses, archways, and trendy bars—is a trend that’s here to stay. In 2023, 13% of bookings were for these types of venues, with 65% of setups being standing or mixed, allowing for easy movement and socialising.
London Takes the Lead: The Go-To City for Parties
When it comes to destination Christmas parties, London is leading the charge. In 2023, 58% of all bookings came from the capital, up from 48% in 2022, cementing its status as the top city for festive celebrations.
While cities like Manchester and Birmingham are still attracting corporate bookings, London remains the top choice for companies looking to impress their young workforce. A recent study revealed Manchester as the UK’s best city for Gen Z to work in, thanks to its thriving job market and cultural vibrancy, highlighting the competition between these urban hubs for attracting young talent.
The Early Planner Advantage: Securing the Best Venues
In 2023, more businesses began planning their Christmas parties earlier in the season, with 39% of bookings happening earlier than usual. This shift from the typical November rush reflects a broader trend in the workforce—employers value preparation and are keen to secure the best experiences possible.
Early bookings allow companies to lock in top-tier venues, caterers, and entertainment, ensuring that the event meets the high expectations of employees.
Sober Celebrations: Catering to Workers Health Focus
For Gen Z, health is a key concern, with 74% citing it as the primary reason for reducing or avoiding alcohol. This shift has had a notable impact on workplace culture, particularly with the rise of sober Christmas parties. In 2023, 19% of drink bookings were alcohol-free, and that figure has climbed to 21% for 2024. This trend underscores their focus on wellness and inclusivity, as they move away from the alcohol-centric gatherings of previous generations in favour of events that promote balance and well-being.
That said, alcohol is still part of the celebration for many. The overall drink budget is up by 9.4%, showing that while companies are expanding their non-alcoholic options, they’re also continuing to provide high-quality cocktails, beer, and wine.
Abigal Gliksman, Events Sales Executive at Togather comments,
“As we look toward 2024 Christmas, it’s clear that Christmas parties are evolving in ways that align with Gen Z’s values. From larger, more inclusive events to creative, Instagrammable venues, this festive season is all about creating memorable experiences that reflect the unique, forward-thinking culture of today’s workforce.
For them, it’s not just about celebrating the end of the year—it’s about doing so in style. Whether it’s through alcohol-free options, modern themes, or big-budget entertainment, Christmas parties in 2024 are set to leave a lasting impression on this vibrant generation.”
Media Contact: Leszek Rzesniowiecki, leszek@bluearray.co.uk
Third-party news items that are posted on the Guild website’s news section come from press releases received by the Guild. These press releases are posted as they have been received and their publication on the Guild website is intended as an informational service provided to our members and website visitors. As such, the publication of a story from a third-party source is neither an endorsement of the content, nor its sender, by the Guild. For enquiries on any news item, please use the contact details that can be found at the bottom of each post.