Gen Z Fuels Sober Party Trend: 21% of 2024 Christmas Events Alcohol-Free

As we approach the festive season, the landscape for Christmas parties is evolving, especially when it comes to what Gen Z values. This generation, known for its love of authenticity, inclusivity, and unique experiences, is shaping how companies plan their celebrations in 2024. 

We've broken down the key trends that align with Gen Z’s expectations, from bigger budgets to more creative venues and a growing preference for sober celebrations.

Bigger, Bolder Celebrations: More Guests, More Fun

Bigger is often better, and Christmas parties in 2024 reflect this. 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. This setup is ideal for people who thrive in environments where they can mingle, dance, and create personalised experiences.

It’s not just about the party—it’s about creating an environment that feels cool and contemporary, where every corner is a potential backdrop for photos and social media moments. Expect this trend to continue in 2024, as more companies move away from formal sit-down dinners and opt for dynamic, fluid party environments.

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. London’s appeal lies in its diversity, vibrant nightlife, and an endless supply of unique venues, making it the perfect location for an unforgettable Christmas party.

While cities like Manchester and Birmingham are still attracting corporate bookings, London remains the top choice for companies looking to impress their young workforce. The capital’s diverse array of creative spaces and entertainment options perfectly align with their craving for fun, fresh, and experience-driven events. Interestingly, a recent study revealed Manchester as the UK’s best city for Generation 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. Whether it’s securing that perfect warehouse venue or booking an immersive performance artist, planning is crucial for delivering a Christmas party that truly resonates with this generation.

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.

Companies are responding to this shift by offering non-alcoholic beverages that are just as sophisticated and fun as their alcoholic counterparts. Think creative mocktails, artisanal sodas, and even warm, cosy drinks like mulled cider and cocoa. A sober party doesn’t mean sacrificing fun—it’s about creating an inclusive environment where everyone can feel comfortable and engaged.

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.

Themes That Speak to Workers: Modern, Minimalistic, and Authentic

When it comes to themes, Gen Z is steering the ship towards modern, experience-driven setups. Forget the overly traditional, cookie-cutter decorations of the past—it’s all about personalisation and authenticity. In 2024, expect to see more minimalistic, industrial-themed parties that feel fresh and relevant.

Companies are moving away from formal, sit-down dinners and instead embracing flexible spaces that allow for movement and interaction. The top venues in 2023 were bars, warehouses, and clubs, and this trend will likely continue as businesses seek to create an atmosphere that reflects their workforce’s unique vibe. The shift toward informal settings highlights their desire for a party that’s relaxed yet stylish, where the focus is on the experience rather than following old traditions.

Team Building Takes a Backseat: It’s All About Fun

Traditionally, office Christmas parties were seen as prime opportunities for team building. However, in 2024, the focus is shifting. While bonding with colleagues is still important, employees prefer events that prioritise relaxation, celebration, and fun over structured team-building exercises. This generation sees Christmas parties as a time to unwind and enjoy, rather than another work-related obligation.

Companies are investing more in entertainment and creating memorable moments that employees will talk about long after the season ends. With larger parties and bigger budgets—44% of events in 2024 are for over 100 guests—it’s clear that businesses want to reward their teams with events that feel special. Whether it’s through live music, immersive performances, or interactive experiences, Christmas parties are now less about team building and more about creating lasting memories.

Bigger Budgets, Bigger Impact: The 2024 Christmas Party Upgrade

If the data tells us anything, it’s that Christmas parties in 2024 will be bigger and better than ever. Companies are pouring more money into drinks, food, entertainment, and capturing the moment. The average drink budget has increased by 40%, while the budget for photographers and videographers is up by 5%. For them, this investment is crucial. They want a party that doesn’t just feel like a work event—it should be something worth remembering and sharing.

Food is also seeing an upgrade. In 2023, there was an 18% increase in requests for festive food, but it’s not just about traditional holiday fare. Younger workers loves variety, so expect to see modern British cuisine, along with alternative options like pizza, BBQs, and wraps. This diverse range of options ensures that everyone leaves the party feeling satisfied, no matter their taste.

Abigal Gliksman, Events Sales Executive 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.”