The “Only Happens Once a Year” Effect: Why Holidays Lower Inhibitions

The holidays tend to bring out our more relaxed, festive selves. Between gatherings, traditions, and time off, there’s a shared sense of celebration that feels a little different from the rest of the year.

And with that comes a familiar phrase you’ll hear often: “It only happens once a year.”

It’s an innocent line, but it also helps explain why so many people let their guard down around the holidays.

The Psychology of Permission

For most of the year, people try to stay balanced with work, family, routines, and goals. But when the holidays arrive, the usual self-discipline can start to fade. Psychologists call this moral licensing, the idea that after being “good” for so long, we’ve earned the right to indulge.

That mindset, combined with a festive atmosphere, can make people feel like the normal rules don’t quite apply. Whether it’s another round of drinks or a late-night celebration, “it’s the holidays” becomes an easy way to justify a little extra.

The Social Effect

Celebrations are social by nature. The music, the laughter, the shared moments all create an energy that’s contagious. When everyone else is raising a glass, it’s easy to follow along without thinking twice.

That group momentum can make it harder to notice how much or how quickly someone is drinking. It’s not always about peer pressure, it’s about connection. For many, sharing a drink feels like part of the tradition itself.

Nostalgia and Emotion

The holidays also bring up emotions like joy, stress, nostalgia, even loneliness. Some people drink to enhance the good feelings; others might drink to dull the harder ones. Either way, the emotional weight of the season can blur awareness and lead to overindulgence.

Even guests who usually pace themselves may find it harder to do so when they’re caught up in the moment or chasing that “holiday feeling” from years past.

The Role of Awareness

For those in hospitality or alcohol service, understanding this mindset is key. Guests don’t always recognize how their environment, emotions, or group dynamics are influencing their choices.

That’s where responsible service comes in. Small, simple actions such as offering food, suggesting water, and pacing refills can help guests stay comfortable and safe without changing the tone of the celebration.

A Celebration Worth Remembering

There’s nothing wrong with enjoying the season. The goal isn’t to take the fun out of the holidays, it’s to make sure everyone enjoys them fully and remembers them fondly.

The best celebrations aren’t the ones that blur together, but the ones you can relive, laugh about, and feel good about the next day.

So when you hear someone say, “It only happens once a year,” it’s a good reminder that what makes the holidays special isn’t the extra round, it’s the moments we actually remember.

Check out these sources: 

Kushnir K., et al., “Event-Specific Drinking in the General Population”

“Holiday Drinking: Beware Seasonal Triggers for Overindulging in Alcohol”

The Willpower Instinct by Kelly McGonigal (Book)