New research shows how COVID-19's impact on holiday dining.

According to marketing software company Zenreach, Memorial Day saw a 100%  increase in foot traffic this year compared to last. So far this year, Fourth of July is the top holiday. Last year, it was Valentine’s Day, the last major holiday before many governments and businesses issued stay-at-home orders.

In 2019, the last year considered ‘normal’ for the restaurant industry, the holiday driving the most foot traffic was Cinco de Mayo. Overall, Zenreach reports a 52% increase in restaurant dining since January. 

The least popular holidays to dine in restaurants were New Year’s 2019, Memorial Day 2020, and New Year’s Day 2021.

The company uses in-store Wi-Fi at thousands of businesses across the U.S. to measure customer traffic. 

Yearly Comparison

Rank in Holidays by Year