As Ice Cream Specialists, we pay close attention to when customers are most ready to spend, and more importantly, what they are spending on.
And one thing is consistently clear.
The weekend is where it happens.
Across the UK, consumer behaviour shifts from routine to reward. Research consistently shows that over 60% of out-of-home dessert and treat purchases happen between Friday and Sunday, with peak trading sitting firmly in afternoon and early evening dayparts.
Weekdays are functional.
Weekends are emotional.
And that difference changes everything.
The Weekend Mindset (And Why Spend Increases)
By the time Friday afternoon rolls around, the mindset has already shifted.
Customers are no longer just looking for something quick, they’re looking for something enjoyable, something that feels like a treat.
That shift shows up clearly in spend:
Consumers spend 20–30% more per transaction at weekends compared to weekdays.
Over 40% of customers are more likely to upgrade their choice when in a leisure setting.
1 in 3 dessert purchases are now planned as a treat moment, not an impulse.
They stay longer.
They browse more.
And crucially, they’re more open to adding.
The result? Higher basket spend, without needing more customers through the door.
Flavours That Drive Weekend Sales
When it comes to what customers choose, familiarity still leads, but with a more indulgent edge.
The strongest-performing flavours in dessert and ice cream categories consistently include chocolate, Nutella®, Biscoff, Oreo, strawberries & cream, and caramel and fudge combinations.
These flavours work because they’re recognisable.
But more importantly, they’re trusted indulgences.
And at the weekend, customers lean into that.
Experience = Higher Spend
Customers aren’t just paying for ingredients, they’re paying for experience.
Research shows:
Visual, “loaded” desserts can increase perceived value by up to 40%.
Sharing-style desserts drive larger basket sizes.
Adding simple extras like sauces or warm bases can increase spend without significantly increasing cost.
A scoop becomes a sundae.
A cone becomes a loaded dessert.
A waffle becomes the main event.
Same core product, completely different spend outcome.
Why Waffles & Hot Desserts Win Outdoors
Outdoor, leisure and impulse locations see this effect even more strongly.
When customers are out, at the seaside, parks, events or busy high streets, behaviour changes again.
Over 50% of consumers say they’re more likely to treat themselves when out for the day.
Warm desserts like waffles increase dwell time and encourage add-ons.
Hot and cold combinations, such as waffles with ice cream, increase perceived indulgence.
It’s not just about hunger.
It’s about the moment.
Turning Demand Into Opportunity
This is exactly why expanding your offer, even slightly, can have a disproportionate impact on sales.
Because the opportunity isn’t in adding complexity.
It’s in unlocking more value from what you already do.
A simple setup, waffle baker, Nutella® dispenser, and a few key toppings, can turn a standard ice cream sale into a higher-margin dessert experience.
And importantly, one that customers expect at the weekend.
Why It Matters Now
Weekend trade has always mattered.
But now, it’s where the biggest opportunities sit.
Because customers aren’t just buying more.
They’re buying differently.
They’re looking for treat-led occasions, shareable indulgence, and products that feel worth the spend.
And the businesses that recognise that shift are the ones seeing stronger returns from the same footfall.
The Takeaway
The opportunity isn’t hidden.
It’s already there, every Friday, Saturday and Sunday.
Customers are ready to spend more.
They’re actively looking to indulge.
The question is simply, are you set up to capture it?
Because sometimes, it’s not about changing what you sell.
It’s about upgrading how you sell it.
