Aperitif for Change: Dry January’s Lingering Influence

The concept of Dry January is shifting from a temporary practice to a more established movement that could extend throughout the year, according to insights from dataplor.  In its latest report based on foot traffic analysis of bars and liquor stores from 2021-2025, this year saw a record number of participation across the U.S., indicating a significant shift in consumer behavior. 

The data provides insights into adoption variation based on regional trends, as some states embrace Dry January more aggressively than others.

Key findings include: 

• States like Maine and South Dakota showed strong participation, marked by declining bar and liquor store visits. 
• Local events and weather may have influenced trends in some states, like New Mexico and Louisiana.
• In recent years, bars have demonstrated a more stable footprint than liquor stores, which experience a sharper decline as consumers reduce alcohol purchases. 

For a deeper dive into what restaurant operators need to know about this trend,, Modern Restaurant Management (MRM) magazine reached out to Geoff Michener, CEO & Founder, dataplor.

Why do you feel the numbers show people are extending the Dry January concept into other months?

Based on our analysis of visitation patterns at bars and liquor stores for December through February (each season for 2021-2025), most years do show a decline for the month of January and then some variability with how quickly the numbers recover in February. For instance, February 2024 saw visit numbers surpassing not only January but also the December 2023 numbers. On the other hand, in both 2023 and 2025, February visit numbers were actually even lower than in January.

In years where February numbers continue to lag, it could be for various reasons. These might include people getting out of the habit of drinking due to Dry January participation or more circumstantial scenarios like poor weather in February.

What do you think these results say about the traction the Dry January campaign has made?

The results of our 2025 data underscore the Dry January campaign’s widening acceptance, with all states experiencing some decrease in bar and liquor store visits in January this year when compared to December 2024. While there is variability year-to-year, each year starting in January 2023 has shown an overall decrease in traffic between December and January. Interestingly, January 2022 is an outlier, with traffic actually increasing compared to December—we theorize that this may be due to the lifting of pandemic-related restrictions.

Additionally, with both 2023 and 2025 showing a continued traffic decline into February, the data suggests that Dry January may be gaining momentum and a little more permanence even after its titular month.

What parts of the country are you seeing this trend play out?

In the years we examined, all states had bars and liquor stores that saw some decrease in traffic from December to January, suggesting that the Dry January trend has caught on nationwide. However, our findings reveal that the intensity of this trend varies by region. For instance, Maine and South Dakota consistently showed larger declines in visits to bars and liquor stores compared to other states. 

Local events and seasonal weather patterns may also influence regional variations; for example, New Mexico, Indiana, and Louisiana all showed both increases and decreases during the analyzed period. 2025 saw the most widespread Dry January participation to date, with no states experiencing increased traffic and all states showing moderate to strong declines compared to other years.

What should restaurant operators take away from these results and what can they do to reach and engage with customers who are not interested in drinks with alcohol and make them feel welcome?

One noteworthy finding in our analysis is that traffic to bars is consistently higher than traffic to liquor stores, even in months where traffic to both is lower overall. There are likely many explanations for this trend, including that groups tend to gather at bars, while only one person per party might go to a liquor store. However, it’s also possible that a contributing factor is the fact that many bars offer non-alcoholic purchases, like mocktails or food. This can expand the customer base they appeal to, in turn potentially driving more traffic. For both January and year-round, restaurant and bar operators may wish to consider including this customer segment in their marketing efforts. Similarly, since the social aspect of bars may partially explain their edge in traffic over liquor stores, restaurant owners may want to consider how to lean into social promotions and events even further.

Another takeaway is that Dry January adoption is far from standard across the country, so rather than making a plan based on generic or national data, restaurant and bar owners should look to specific regional trends and tailor their plans accordingly.

Where do you anticipate this trend will head?

Based on the data and this year’s increased participation level, we anticipate a continued strengthening and broadening of the Dry January trend. We also believe it’s possible that we’ll continue seeing the decrease in visits extend into February, too.

We also expect this trend to continue progressing as more high-quality, innovative, non-alcoholic beverage options become available. It will also be interesting to see whether regional variations continue to fluctuate and in which states this trend may gain momentum or potentially plateau.