The January Survival Strategy - The Pub Edition

January can be a brutal month for the pub industry. With "Dry January" and "Veganuary" in full swing, and customers tightening their belts after Christmas, footfall often takes a nose-dive.

To survive the slump, you need to pivot from being a "place to drink" to a "place to be." Here are 20 ideas to keep the lights on and the tables full:

Host a "Dry January" Showcase

Don't fight the trend—embrace it. Instead of just having one dusty bottle of 0.0% lager, create a dedicated alcohol-free menu.

• Idea: Host a "Sophisticated Sober" tasting night with high-end alcohol-free spirits or craft kombuchas. If people feel they are getting a "premium" experience, they won't mind paying a premium price.

  
  

A "Mystery Bottle" Sale

Do you have odd bins of wine or slow-moving craft cans from December?

The Hook: Wrap them in brown paper so the label is hidden. Sell them at a flat "clearance" price (e.g., £4 for a beer, £12 for wine). It’s a gamified way to clear old stock and people love the "lucky dip" element.

Launch "January Blues" Midweek Deals

Monday to Wednesday are typically the quietest days. Create "recession-proof" offers that are hard to turn down.

• Idea: Offer "2-for-1" on main meals or a "Pint and a Pie" for a fixed low price. Use these deals to lure in the "work from home" crowd who want a change of scenery.

Tap into "Veganuary"

Even if you're a traditional steakhouse, adding 2–3 high-quality plant-based specials can win you the "group vote." If one person in a group of five is doing Veganuary, they will choose the venue that caters to them.

Collaborative "Giant Jigsaw" Table

Psychologically, people want to feel like they belong to something during the lonely winter months.

• The Hook: Set up a 5,000-piece jigsaw on a dedicated table. It stays there until it’s finished. People will come back day after day just to find "their" pieces. It encourages strangers to talk to each other without the pressure of a formal "event."

  
  

Table-Top" Skill Exchange

Modern "speed dating," but for skills.

• The Hook: Put "I can teach you..." and "I want to learn..." cards on tables. Maybe a regular knows how to knit, and another wants to learn basic

Reward Christmas Spend (Bounce-Back Vouchers)

If you gave out vouchers in December that are valid only in January, now is the time to push them.

• Idea: Send a "We Miss You" email or social media post reminding people that their festive gift cards or "10% off January" receipts are ready to be used.

  
  

Create a "Cozy Remote Work" Hub

Many people are sick of their own four walls by mid-January.

• Idea: Offer a "Pub Desk" package: For £10–£15, provide a table with a power socket, unlimited tea/coffee, and a sandwich for lunch. It fills seats during the dead hours of 10 AM to 4 PM.

  
  

Lean into Competitive Socializing

Give people a reason to leave the house that isn't just "having a drink."

• Idea: Organize a Board Game Tournament or a "Retro Gaming" night. Even a high-stakes Pub Quiz with a "Winner Takes the Pot" cash prize can create a mid-week surge.

  
  

Host "New Year, New Skill" Workshops

January is the month of self-improvement. Partner with local creators to host events.

• Idea: Sip-and-paint classes (with mocktails), wreath-making using winter evergreens, or even a basic "Introduction to Wine/Beer" educational evening.

  
  

Focus on "Community Comfort"

When it's grey and raining, people crave warmth.

• Idea: Position your pub as a "Warm Bank" or community hub. Highlight your fireplace, offer "Bottomless Soup" lunch deals, and keep the lighting warm and inviting.

  
  

The "Payday Party" (Last Friday of Jan)

For many, January is a five-week month. The final Friday is the light at the end of the tunnel.

• Idea: Throw a massive "We Made It" party on the last Friday. Book a live band or DJ and offer "Payday Specials" to celebrate the return of the disposable income.

  
  

Partner with Local Charities

People feel a "seasonal guilt" after the indulgence of Christmas.

• Idea: Host a charity quiz or a "donate a coat" drive where anyone who brings a warm item for a local shelter gets a free coffee or half-pint. It builds immense local goodwill.

  
  

Run a "Locals Only" Loyalty Card

January is the best time to cement your relationship with people who live within walking distance.

• Idea: Launch a simple "Buy 5 meals, get the 6th free" card that expires at the end of February. It incentivizes the people most likely to visit you during bad weather.

The "Bring Your Own Vinyl" Afternoon

Sundays in January are often slow. Turn your pub into a listening lounge.

• The Hook: People got new records for Christmas or found old ones in the attic. Set up a turntable and let customers book 20-minute "sets" to play their own music. It turns a quiet afternoon into a communal, high-dwell-time event.

"The Big Swap" Night

January is the month of "too much stuff" and unwanted gifts.

The Hook: Host a Book, Board Game, or Puzzle Swap. Customers bring in items they’re bored of and trade them. It costs you nothing, provides a sustainable community service, and keeps people in chairs for hours.

Silent "Read-In" Sessions

Believe it or not, there is a massive trend for "Silent Book Clubs."

• The Hook: Designate a Tuesday night as "The Quiet Hour." Dim the lights, put the fire on, and turn off the music. People come to read their books in the company of others. It’s the perfect "Dry January" activity for introverts who still want to be social.

"Pawn Your Pints"

January is when people are broke but have "stuff."

• The Hook: For one night only, let people "trade" items for a pint. Accept things like: a book they've finished, a vinyl record, or a high-quality houseplant. Use these items to decorate the pub or donate them to charity. It’s a PR goldmine and costs you very little in liquid stock.

  
  

The Darkest Hour" Candlelit Sessions

January is dark, so lean into it.

• The Hook: Every Wednesday from 7 PM to 9 PM, turn off all the electric lights and use only candles and battery-powered fairy lights. No TV, no loud music. It creates an incredible "hygge" atmosphere that people will travel for just to get a photo for Instagram.

"Local Legend" Portrait Gallery

January is a great time to honor your regulars.

• The Hook: Hire a local art student for one Saturday to draw caricatures or sketches of your most frequent customers. Frame them and hang them on a dedicated "Wall of Fame." It costs very little but creates a massive sense of "ownership" and loyalty for those customers.