Wednesday is becoming an increasingly popular night for socialising, with sales at UK bars, clubs and lounges rising 40% over the past five years, according to research from payments platform Square.

Transaction data from Square’s UK food and beverage customers shows Wednesday revenue has increased 31% since 2021. A separate survey of 1,000 hospitality businesses found that 44% had experienced an increase in Wednesday evening revenue, with takings between 6pm and 8pm up 36% over the past two years. Thursday evening trade has also strengthened, with revenue during the same period rising 47%.

The trend is particularly pronounced among younger consumers, with 47% of under-35s saying they go out more on Wednesdays than they did two years ago. Across all age groups, 38% of respondents said they preferred weekday outings because venues were less crowded, while 25% cited easier restaurant and bar bookings. A quarter of under-35s reported going for drinks with colleagues during the working week.

Wednesday sales growth has been strongest among Square’s hospitality customers in Sheffield, where revenue has risen 119% since 2021. Newcastle recorded an increase of 62%, while Liverpool and Cardiff both saw growth of 43%. In response to changing habits, 56% of hospitality businesses surveyed have introduced weekday promotions or events, while 41% have adapted or expanded their menus.

Robert White, executive director of Square UK, said: “Wednesday has become the new weekend for a generation of young Brits.” He suggested hybrid working might be contributing to the shift, alongside a preference for quieter, more relaxed evenings out. “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.”