The event industry, a dynamic sector, is currently experiencing economic challenges, with inflationary pressures and changes in consumer habits. However, innovation in payment solutions remains a key lever for maintaining event performance.
This case study was carried out at our biggest festivals between 2023 and 2024, with a minimum deployment of 100 payment terminals and associated Cashless systems (wristbands or cards). The sample studied includes almost 250,000 festival-goers, providing a representative view of payment trends at large-scale events.
Means of payment : The Hybrid Cashless Advantage
An analysis of payments at these festivals shows that 90% of transactions were made by credit card, while 10% used cards or bracelets Cashless cards or wristbands, which can be reloaded with cash or CB card via the mobile application or the cashless terminals present at the festival.
We've found that each user loads an average of €32 per day onto their Cashless support, facilitating optimized transaction management and accurate payment tracking. To optimize both security and revenue tracking, we recommend the use of hybrid Cashless, combining credit card payments and Cashless.
This approach makes it possible to avoid cash fraud and efficiently track all transactions, offering more transparent and secure payment management.
Increase in the number of transactions
The use of dematerialized payment solutions has led to a +119% increase in the number of transactions in 2024 compared with 2023. This increase can be explained by the type of popular products, mainly half-pints of beer. Indeed, we can assume that festival-goers opt for more frequent individual purchases, rather than buying a large quantity at once. This dynamic of smaller but more numerous payments naturally increases the number of overall transactions.
Cashless and dematerialized solutions facilitate this trend by enabling fast, contactless payments, reducing waiting times and simplifying the purchasing process. This encourages festival-goers to make multiple transactions throughout the event, helping to increase the total volume of payments.
Sales growth
The increase in the number of transactions has naturally led to a rise in sales. On average, our festivals recorded a 22% growth in sales including VAT between 2023 and 2024. This underscores the importance of a smooth payment process and the payment options available to maximize revenues during events.
After the repayment phases, 11% of sales remained unclaimed, which also explains the increase in sales.
Flagship products: changing consumer habits
The most popular products are still dominated by lager, followed by cider and alcohol-free beers, which have seen strong demand in recent years. This trend is part of a wider context of reduced alcohol consumption among younger generations. According to a report by the French Observatory of Drugs and Addictive Tendencies (OFDT), alcohol volume and frequency of consumption have declined among adults aged 18 to 75, with a 3.8% drop in pure alcohol consumption between 2022 and 2023. (lepoint.fr)
At the same time, non-alcoholic beverages are gaining in popularity. The alcohol-free beer market, for example, has grown significantly, with sales estimated at 110 million liters in 2024, up from 90 million in 2018. (en.statista.com) This development reflects a change in consumer behavior, particularly among young adults, who are favoring less alcoholic or alcohol-free options, encouraging more responsible and diversified consumption.
Who are we?
Easytransac is a provider of flexible, secure payment solutions for all types of event. We offer a complete range of products and services to simplify payment management, from mobile payment terminals to cashless systems and online payment solutions. Our mission is to help event organizers optimize their payment experience, by offering solutions that are easy to implement and use.
Conclusion: Innovation in Payment Solutions for Festivals
This case study highlights current trends in festival payments, with a particular focus on increased transactions and sales growth. Innovation in payment solutions, such as those offered by Easytransac, remains a major lever for overcoming current economic challenges and guaranteeing a quality experience for festival-goers.
Optimize your payments and boost your festival revenues with our customized solutions today! by contacting our teams!
Sources
Observatoire français des drogues et des tendances addictives (OFDT): Less alcohol, more excess - How are French drinking habits changing? LePoint.fr.
Statista: The non-alcoholic beer market Statista.co.uk.
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