Aimed at families, it is being introduced by the government as part of a wider initiative to support household spending during the summer holiday period.
A reduced VAT rate of 5% will apply to a range of supplies that are typically subject to the standard 20% rate from 25 June to 1 September.
The relief is intended to reduce the cost of activities for families during the school holidays, encourage consumer spending across key sectors and provide a short-term boost to affected industries.
The changes are relevant to consumer-facing businesses supplying goods and services to families, including hospitality, leisure and entertainment and visitor attractions.
Businesses affected include restaurants, cafés and similar establishments supplying children’s meals, cinemas, theatres, concert venues and exhibition spaces and operators of live performances and shows.
Also impacted will be theme parks, amusement parks and fairs, zoos, wildlife parks and aquariums, museums and cultural attractions, soft play centres and indoor/outdoor activity venues.
The reduced rate applies specifically to children’s meals marketed and priced for children, children’s admission tickets and admission tickets to qualifying family attractions
However, Azets VAT partner Andrew Hopkins believes that while the measure should be welcomed it will also bring difficulties.
He said: “While this presents a timely opportunity to drive consumer demand, it also introduces additional complexity for businesses. For many, implementing short-term tax changes can place added pressure on already stretched teams.
“Although temporary, the change brings significant practical and compliance considerations for businesses that may be disruptive if not managed carefully.
“We recognise that short-term policy changes like this can be difficult to implement, particularly for businesses with complex or high-volume transactions.
“The government expects businesses to pass on the VAT savings to customers. While not mandatory, doing so may help attract more families and increase footfall.
“With VAT rates shifting from 20% to 5% and back again over a short period, the practical and compliance implications shouldn’t be underestimated. From pricing and systems to VAT treatment and reporting, careful planning will be essential.
“Taking action early will help businesses manage the transition effectively and make the most of the potential uplift in demand.”
Mr Hopkins advised businesses to look at this now to help reduce pressure, avoid last-minute challenges, minimise disruption and ensure compliance.
This includes:
• Identifying qualifying supplies and confirming eligibility
• Preparing systems and processes ahead of 25 June
• Reviewing pricing strategy and commercial impact
• Training finance and operational teams
• Planning early for the reversion to standard VAT rates in September
Mr Hopkins added: “Businesses will need to clearly identify which supplies qualify for the reduced rate and which remain at the standard rate. Accurate classification will be key to avoiding errors and potential compliance risks.
“The change may require updates to pricing structures, ticketing models and accounting systems. Businesses will also need to consider how the reduced rate impacts their pricing strategy and margins.
“With VAT rates changing twice in a short timeframe, careful planning is essential. This includes managing advance bookings, determining cut-off points and ensuring accurate VAT reporting across periods.
“Some businesses may need to reconsider how offerings are packaged (for example, adult vs child tickets or family bundles) and how these are positioned for VAT purposes.”
Azets has branches across the Midlands in Coventry, Birmingham, Wolverhampton, Tamworth, Nottingham and Shrewsbury.
