House parties have surged in popularity over the past year – as young adults look to save money.
A poll of 2,000 adults aged 18 to 45 found 75% have attended or arranged a house party during the last 12 months – and 23% have been to more of them compared to the year prior.
The biggest draw is to save money amid the cost-of-living crisis (44%) – with it often cheaper for guests to take shop-bought drinks along with them.
But the appeal isn’t just to save money – as 39% claim to like them because they tend to know many of the guests, while 44% enjoy the relaxed atmosphere.
Following the findings, hard-seltzer brand White Claw, which commissioned the study, has opened a pop-up store called the “The Claw-ner Shop” stocked with house party essentials.
RuPaul’s Drag Race UK star, BIMINI, will be running the shop based in Shoreditch, London, while music label, Defected Records, will be providing the music.
Speaking ahead of the launch of the store, which opens from 3 pm til 8 pm on November 25 and 26, BIMINI said: “It’s giving… iconic. I’ve had many looks in my career, but shopkeeper ain’t one of them, and I’m here for it.
“I can’t wait to team up with my babes at White Claw to front The Claw-ner Shop this November.
“I’ll be bringing the vibes (obvs) – and expect to see it from you guys, too – and sharing my top tips to ensure the party never ends.”
The study also identified some of the ingredients for the perfect house party – with 15% believing a strong selection of music is key.
Snacks are also considered to be an essential ingredient for an ‘epic’ house-based gathering by 29%.
With pizza (30%), a ‘beige buffet’ of sausage rolls, chips, and chicken nuggets (20%), and crisps (16%) among the choice offerings.
As such, the research carried out through OnePoll found 35% consider running out of supplies their biggest concern when hosting a party.
But for 36% one of the key parts of the house party isn’t the party – it’s the run up to it, the pre-party.
Of those who feel this way, 68% said it helps them feel more at ease, while 61% said it gives them a chance to catch up with friends “before the night runs away” (61%).
Other enjoyable aspects of the pre-party include getting ready with friends (38%), and listening to music to set them up for the night ahead (31%).
Michael Dean, spokesperson for White Claw UK, said: “We’re delighted to launch ‘The Claw-ner Shop’ in the heart of East London this November, with the aim of putting good house parties back on the map.
“Our research clearly shows house parties are back with a bang, and we know Londoners are going to be excellently equipped for a night they’ll never forget.”
Produced in association with SWNS Talker
