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21st November 2023
11:55am GMT
A corner shop dedicated solely to providing house party pieces has opened up in London's Shoreditch amid a surge in popularity for staying at home.
A poll of 2,000 adults aged 18 to 45 found 75 per cent have attended or arranged a house party during the last 12 months.
And 23 per cent 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 per cent) - with it often cheaper for guests to take shop-bought drinks along with them.
But the appeal isn't just to save money - 39 per cent like them as they tend to know many of the guests and 44 per cent 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 3pm til 8pm on November 25 and 26, they 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 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 per cent 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 per cent.
With pizza (30 per cent), a ‘beige buffet’ of sausage rolls, chips, and chicken nuggets (20 per cent), and crisps (16 per cent) among the choice offerings.
As such, the research carried out through OnePoll found 35 per cent consider running out of supplies their biggest concern when hosting a party.
But for 36 per cent 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 per cent said it helps them feel more at ease.
While 61 per cent said it gives them a chance to catch up with friends “before the night runs away (61 per cent)”.
Other enjoyable aspects of the pre-party include getting ready with friends (38 per cent) and listening to music to set them up for the night ahead (31 per cent).
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.”
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