Revealed: Ipswich sees the BIGGEST alcohol consumption

New data from Dojo, a secure payments provider, revealed that January 2021 saw an increase in transactions for alcohol, along with an increase in the price tag compared to 2020.

It was found that IPSWICH had a huge 166% increase in alcoholic spends in January 2021, compared to January 2020. The data showed that in January 2020, consumers were purchasing an average of £19 worth of alcohol per visit to shops, compared to January 2021 where this spiked to £51.

Even though many may have committed to dry January, the data shows that consumers are spending more on the alcohol they are purchasing.

Ipswich – 2020 average spend on alcohol – £19
2021 average spend on alcohol £51
Increase of 166%

Ipswich had the biggest increase in alcohol sales at 166%. Oxford saw an increase of 83% and Southampton saw a 48% increase. Nottingham followed with a +47% increase.

The top 3 cities had a 297% increase altogether, whereas places such as Reading saw a 59% decrease in alcohol sales, along with Gloucester seeing a 58% decrease and Leeds seeing a 23% decrease.

Why has Ipswich seen such a high percentage increase?

Although many of us took to dry January, it appears that Brits are spending more on the alcohol they do buy when they choose to purchase. Residents of Ipswich may have also spent more because they’re bulk buying, not wanting to go out more during a pandemic, and perhaps socialising with friends more with alcoholic drinks over the internet.

London experienced the biggest decrease in spending but this could be due to movement away from cities such as London, with many of us travelling back to home towns or moving to greener pastures in more rural areas.

Jon Knott, Head of Customer Insights at Dojo, part of the Paymentsense brand said:

“Typically a time for detox, lockdown fatigue has made us rethink dry January, with more of us finding ways to entertain ourselves with a drink or two on a Zoom call with friends. It’s perhaps unsurprising that there is an increase in sales of alcohol, however, because we may be drinking more frequently, we’re seeing a higher average sale cost per transaction. This means we could be swapping the weekend drinks for more throughout the week.”

Survey by