Not so long ago, ‘FOMO’ was a hot buzzword for those with a fear of missing out. Social media played a big part to play in this fear, since a common experience of FOMO is knowing you will see all of your friends having fun on a gazillion different platforms.
According to Mashable, FOMO is experienced by about 56% of social media users. While we might not have liked to admit it, FOMO ran our lives for a while, encouraging us to scream ‘yes’ at every invite even if we didn’t fancy going out.
But after months at a time spent indoors, in our cosy clothes tucking into various takeaways and only leaving the house for a quick walk around the local area, much has changed. We were desperate to go out when we couldn’t, scrolling through our own camera rolls, social media feeds and Instagram Archives for some semblance of what it was like to be outside. But now the process of going out - from choosing a place to putting on our makeup to travelling there - feels like a whole lot of hard work.
Enter 'HOGO', the term currently spreading online that describes the ‘hassle of going out’.
What does HOGO mean?
We’ve visited a similar realm before with introverts circulating ‘JOMO’ - the joy of missing out - around the internet as a response to FOMO. But HOGO is a little different - people still experience the joy of going out, but the hassle of organising it outweighs this.
Relaxation and minimalism has been a huge theme of the pandemic with searches for keywords related to cosy living jumping by 46% in the United Kingdom during the height of the pandemic, according to Bustle. And this yearning for comfort has lingered as restrictions lifted with social media searches for 'cosy aesthetic outfits' up 100% this year, according to trend forecasting agency WGSN.
On paper, who wouldn’t be all for cosy nights in over hitting the town? After a rough couple of years filled with financial insecurity, health anxiety and political unrest, we’ve all earned regular evenings by a crackling fire, nestled in blankets. But this widespread ‘HOGO’ is affecting the hospitality industry’s performance, according to some reports.
HOGO is now affecting the hospitality industry.
HOGO is being dubbed responsible for a noticeable number of no-shows for bookings at pubs, restaurants and other hospitality venues. The Sunday Times reported that the restaurant group Gusto Italian has had 1,000 no-shows across its 12 restaurants in the last week alone. Even venues where visitors have to pay in advance for entry are witnessing a dip in attendees.
Outside of food and drink hospitality, around 15% of guests who have purchased tickets for prepaid sporting and music events fail to make an appearance, according to trade body UK Hospitality.
Belfast Live reported a restaurant in Londonderry, Amici Ristorante, experiencing similar no shows and fears of bad business performance. The restaurant shared a picture of a list of no-shows on their Facebook earlier this month and said: ‘This is an insight to how our Saturday night service ended up, a total of 45 covers not showing in with no decency to cancel to free up a table for anyone else.’
This paints an extreme picture of the HOGO, or the hassle of going out, something quite surprising after the impact of UK-wide lockdowns and followed by the loneliest Christmas in the 20th century. Since restrictions were lifted, about 33% of adults experienced feelings of loneliness worldwide according to a global survey by Statista. But even this mass loneliness hasn’t got people getting their glad rags on for a night out.
But is it that surprising that we’ve ditched going ‘out out’? While we were all sad to spend the best part of a year shut inside during lockdown, many reported that they actually saved money, spending less on luxury clothes, dinners out and the parts of life we’re accustomed to spending our earnings on without a second thought.
Beyond that, according to the UK Working Lives report, 54% of workers are putting in nontraditional hours as flexible working booms. There’s also been huge growth in the freelance economy: In 2020, there were 4.3 million self-employed workers in the United Kingdom, compared with 3.2 million back in 2000. Quite simply, people want to be at home.
So while we’re ready to let go of most aspects of the pandemic, it looks like much of the country has become a little more introverted and nights in are here to stay. Fortunately most pubs and restaurants have adapted to the pandemic by providing great takeaway options (even take-out booze!)
But heading down to the local pub with our pals is a quintessential part of British culture, a huge part of our country’s economy and pub owners are reporting fears of closure. So hopefully, we’ll soon be ready to strap on some heels and go out for cocktails again soon.
Click through for the best booze delivery services...
Alcohol Suppliers That Deliver - Grazia
1 of 17The Bottle Club
You can truly stock up with The Bottle Club as they sell wines, beers and spirits by the case. Not only that, but they're also currently selling hand sanitiser too. Essentially, it's a your Girls Night In: Quarantine Edition starter pack.
2 of 17Camden Town Brewery
Pubs might be opening from the 4th of July, but that doesn't change how much they've struggled during lockdown. That's why Camden Town Brewery has launched their brand new 'The Pub American Pale Ale', a limited-edition beer brewed to support and celebrate the British pub industry.To The Pub will be available to buy from our Camden web shop from Friday 26th June, and at selected retailers and convenience from July. All proceeds from sales of To The Pub cans will be used to fund the production of kegs they will be giving to pubs for free.In total they're giving away 260,000 pints of To The Pub to pubs across the country, so they can get more cash in the till for every pint sold, and beer fans can continue to show their support by opting for To The Pub at their local participating pub.
3 of 17Two Birds
If you're all about supporting small businesses - especially now - Two Birds is the one for you. With a selection of spirits including Gin, Vodka and Rum - the top notch drinks are not only delicious but come in the cutest bottles! They also sell hand sanitiser if you're low on that, talk about responsible drinking...
4 of 17Ridgeview
East Sussex winery Ridgeview will donate £2 for every bottle of Ridgeview Sparkling Wine sold online until the end of May to Hospitality Action with all orders no matter how big or small delivered free of charge across the UK. Hospitality Action is a charity that has been supporting the UK hospitality trade for over 180 years, helping hospitality people in difficulty or crisis.
5 of 17The Proofing Room
Launching today is a new delivery service from The Proofing Room offering an imaginative menu of Ready-to-Drink cocktails for free same-day, no-contact delivery in East London and The City or across the UK within 48 hours (£8).
6 of 17Aldi
While their orders may take longer to come than normal due to unprecedented demand, Aldi is delivering their award-winning alcohol as normal. Honestly, you can't go wrong with Aldi alcohol.
7 of 17Elicite
For a fancy weekend in, try out Elicite - where you can not only order alcohol to be delivered, but watch tutorials on wine AT THE SAME TIME. Yes, you can enhance your tastebuds and your minds and leave quarantine a wine connoisseur...
8 of 17Beer Hawk
A hipster's dream, Beer Hawk offers a huge range of craft beers - even selling a £35 15-beer case of Great British Beers (pictured). Plus, £1 of ever order supports bar and pub staff.
9 of 17The Drop Store
With great offers on their extensive range of spirits, wines and beers, The Drop Store is an ideal online off-licence. The range includes exclusive brands not available on the high street and stocks the likes of Whitley Neill gin and The Pogues Irish whiskey. They even have a code for 10% off until the end of April, with code thanks10.
10 of 17Signature Brew
Signature Brew will not only deliver drinks to your door, but the entire pub with it. Their pub-in-a-box package for £25 includes glassware, snacks, a music quiz and exclusive playlists curated by music journalists. It's worth it just to enact your typical Friday night down the pub.
11 of 17Tesco Groceries
Of course, the big corporations are still available to sell alcohol at a great price. Tesco has all the wine, beer and spirits you could want with deals to match.
12 of 17Ocado
With an actual tab on their website for their big wine sale, Ocado are another big corporation offering all you alcohol dreams at a great price. Bottles of Charles Lafitte Vintage are currently on offer for just £29.99, so stock up now.
13 of 17The Scotch Malt Whisky Society
If you have a more refined, luxurious palette when it comes to Whisky, you'll love The Scotch Malt Whisky Society. Not only do they offer world-class Whisky like the £140 bottle pictured, they also host a members only club where you can connect with like-minded Whisky lovers.
14 of 17Drink Supermarket
With some of the best deals out there right now, Drink Supermarket is a must-visit. From free mixers with various spirits to free glassware with special purchases, when you order from her you get more than you bargained for.
15 of 17British Corner Shop
An online version of your favourite corner shop, the British Corner Shop company hosts everything you need for a night in from alcohol to snacks. For cheap deals on ales like Tangle Foot to any of your must-have spirits, you don't even need to cross the street to get your usual corner shop haul to your door.
16 of 17The Drink Shop
The Drink Shop prides itself on hosting global brands, delivered worldwide. With offers on Bottega Prosecco and more, there's nothing you won't find at The Drink Shop - including alcohol-related gifts for those close to you.
17 of 17The Whisky Barrel
Yet another Whisky focused alcohol service, The Whisky Barrel hosts independent bottlers and TWB exclusives to step up your Whisky game like no other. They also sell rum if you fancy a change, but either way you won't be disappointed with the luxurious spirits on this site.