Daytime clubbing has seen an “800% increase” in online searches, according to a new study by Startle. The rise in popularity of daytime clubbing experiences has been caused by multiple factors, including inferred priority shifts among organizers, and the continuing decline of traditional nightclubs in the UK. The study cites the results of the Nighttime Industries Association’s recent report, which revealed that, in just the past three years, one in five UK nightclubs has closed due to major issues with rent overheads and bills relating to the continued rise in living costs.
The study also suggests that people over 30 years of age have experienced a lifestyle shift, and their priorities now lie more towards health and well-being. “Individuals in this age bracket are experiencing a lifestyle shift,” said James Picken, who works as a music and behavioural science expert at Startle. Picken added that people in this age bracket are more likely to think twice about attending nightclubs with a 10 PM start time due to responsibilities like mortgages, pets, and rearing children.
Furthermore, the survey highlights that the “rave generation” of 50-year-old party people are finding decreased appeal in traditional nighttime events and are choosing daytime options instead. “Daytime clubbing events provide older generations with the perfect opportunity to connect with peers and regain their youth,” Picken continued.
The Guardian shared in February that film producer Jonny Owen and Line of Duty actress Vicky McClure had founded Day Fever, a new over-50s daytime clubbing event in Sheffield. For the Sunday afternoons, Owen explained, “I had an idea about going out in the afternoons, sort of like traditional clubbing, as I call it… We thought we’d give it a go and see how it goes.” The eventgoers at Day Fever explained it as time to meet up for lunch, party during the afternoon, watch the news in the evening, and still have Sunday free
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