Extended Hours for VE Day: Boost for Hospitality or Just More Pressure?
In recent years, national celebrations like the King’s Coronation, sport events, Jubilee weekends and now VE Day have come with extended licensing hours and big expectations.
The idea is clear: give the public more time to enjoy the moment and give hospitality venues a chance to maximise sales.
But the question remains — do these extended hours really help the hospitality industry or are they more of a burden than a benefit?
The Promise of Extra Trade
On paper, longer trading hours should mean more customers, more rounds at the bar and a healthy boost to the bottom line. For some venues especially wet-led pubs in town centres that still rings true. The bank holiday vibes, patriotic playlists and themed events can absolutely drive footfall and for guests these occasions offer something to look forward to. They expect their local to be open, buzzing, and ready to serve.
But for operators, the reality is often more complex.
Profit vs. Perception
Some in the industry may find that staying open longer does not mean higher profits as staffing costs rise, energy bills tick up and if trade drops off after a certain time, extended hours can end up costing more than they earn.
There’s also the challenge of public expectation. What started as a special exception is slowly becoming more the norm for these special events and important dates. When hours are extended, the public assumes venues will take part and when they don’t, it can be seen as a let down, not a business decision.
So What’s the Answer
As consultants and stocktakers, we see both sides:
- Venues that thrive during special events because they plan ahead, promote early and tailor their offering accordingly.
- And those that feel the pressure to stay open, even when the numbers don’t justify it.
This is where operational insight makes all the difference. A well-managed venue knows exactly which trading hours are truly profitable and with the right data operators can gain valuable insight into customer behaviour, peak times and spending patterns. That knowledge supports smarter decisions around extended hours, staffing levels and pricing strategies during national events.
Of course, we all hope extended VE Day hours turn out to be profitable, fun and enjoyable for everyone — guests, staff, and operators alike. With the right planning and insight they can be a real opportunity to shine.
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