What is Sunshine Saturday? The best travel deals available as huge surge in bookings predicted
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Find out what deals are available this weekend and throughout January. The first Saturday of 2025 is almost upon us, and for the travel industry, this particular day is a significant date in the diary as huge surges in holiday bookings are expected. Now that Christmas has wrapped up and New Year’s Eve has come and gone, January seems rather uneventful in comparison. For those who may have the post-Christmas blues, psychologists say that Sunshine Saturday has come about due to people seeking out a much-needed dopamine hit, and for some, that is pressing the ‘book now’ button on flights and holiday packages.
To celebrate the surge in bookings, many holiday companies have launched Sunshine Saturday deals, while the general January sales on package destinations and flights are also up and running. From family holidays during the school holidays to solo city breaks to look forward to in 2025, here is what you need to know about one of the busiest booking periods of the year.
Sunshine Saturday lands on the first Saturday of the year, and for 2025, that is 4 January. The Association of British Travel Agents (Abta) describes Sunshine Saturday as one of the busiest days for travel bookings in the year and anticipates that the day will be very busy for travel agents and tour operators.
Companies such as Jet2holidays say they are expecting a surge in bookings this weekend, anticipating a strong demand for holidays for the summer of 2025, as well as dates further away such as the winter months leading into 2026, and even 2026’s summer.
