Lifestyle

Divorce, Babe. Divorce

A bold new trend is emerging among young Londoners to mark the end of their marriages according to a new YouGov survey – Divorce Parties. Divorce Day, (6th January, the first Monday of the year) is known for its increase in separation inquiries amongst married couples. To empower them, the iconic Soho party venue 100 Wardour St has launched a brand new Divorce Party package in collaboration with The Hummingbird Bakery.

In December 2024, a YouGov survey conducted on behalf of 100 Wardour Street revealed a significant cultural shift in how break-ups are perceived and celebrated. Of the 1,005 London adults surveyed, 27% of 25-34 in London have been invited to a divorce/break up party in the last five years (i.e. since December 2019) and in London Gen Z + Millennials (i.e. people between age group of 18-44) are 3 times more likely (24%) to host a divorce/break up party than other generations (i.e. age group of 45+) where only 8% would do so.

Contrary to the popular belief that divorce parties are exclusively a female-led celebration before the big divorce payout, the survey reported that 22% of men compared to 12% of females in London said they were more likely to throw a divorce/break up party and 9% of men compared to 5% of females had been invited to one divorce/break up party in the last five years (i.e. since December 2019).

Renowned for its iconic live entertainment and unforgettable celebrations, 100 Wardour St is embracing the trend of celebratory break-ups and divorce parties with a vibrant experience for those ready to turn heartbreak into happiness.

If love is a losing game, feel like a winner with 100 Wardour St’s tailored Divorce Party packages complete with live music, and a complimentary bottle of bubbles. 100 Wardour St will also arrange a ‘New Beginnings’ cake from The Hummingbird Bakery to make the occasion even sweeter. Whether it’s for the live music dinners, Jukebox Brunch, Rhythm N Brunch or the Friday night Marquee Cabaret.

Kate Carey, Senior Marketing Manager at 100 Wardour St said, “Nobody ever gets married hoping it will end in divorce but if those are the cards you’re dealt, we’ll throw one hell of a party for you. 100 Wardour St is all about late nights where you sing, dance, eat cake and drink bubbles with your friends, whether you’re celebrating your birthday, your hen or your big promotion. We’re sure your divorce is the start of an epic new chapter for you so we’re here to celebrate it with just as much passion.”

Gayle Clutterbuck, Head of Production at The Hummingbird Bakery comments, “In the last year we’ve seen a significant increase in the number of requests for divorce cakes. At The Hummingbird Bakery, we’re excited to partner with 100 Wardour St to bring extra joy to these divorce parties, it’s not a proper party without a show-stopping cake!.”

The survey also revealed that Londoners were happy to spend a similar amount on a  Divorce Party to other major celebrations. 27% of respondents stated they would spend the same or more on their divorce/break up party as compared to their hen parties and 25%  would spend the same or more on their divorce/break up party as compared to their birthday party (36% of 35-44-year-old’s).

Kiss goodbye to love lost and pop the champers with those closest to you with 100 Wardour St’s Divorce Party packages. 100 Wardour St welcomes you to close your latest chapter in life and create long-lasting memories in style.

For more information please contact:

100Wardourst@darby&parrett.com

The package is valid until March 31st 2025, the party package includes a bottle of bubbles on the house when guests book a group of 4 or more with code “DIVORCE PARTY”. If booking a group of 8 or more, the party package includes  a bottle of bubbles and a ‘New Beginnings’ cake from The Hummingbird Bakery on the house.

To Book:

www.100wardourst.com/ – Here

Address:

100 Wardour Street, Soho, London, W1F 0TN

YouGov Plc.

*All figures, unless otherwise stated, are from YouGov Plc.  Total sample size was 1005 adults. Fieldwork was undertaken between 10th – 12th December 2024.  The survey was carried out online. The figures have been weighted and are representative of all London adults (aged 18+).*

Any percentages calculated on bases fewer than 50 respondents must not be reported as they do not represent a wide enough cross-section of the target population to be considered statistically reliable. These have been italicised.