Is it Too Early to Get Ready for Christmas Liquor Store Sales?

If you own or manage a BC liquor store, then you know that Christmas season sales are crucial to the success of your store. As you would expect, alcohol sales peak in December and fall off a cliff in January. This graph of per capita alcohol sales for individual Canadians shows the trend clearly. Although the graph is from a study on post-COVID alcohol consumption, it shows three years prior to the pandemic and the typical Christmas alcohol sales spike each year.

As BC liquor licensing consultants, we field a lot of calls in the run up to Christmas and New Year’s Eve, with liquor store licensees scrambling to get ready for the anticipated increase in sales volume. With Christmas just over four months away, if you plan now, you’ll avoid the last-minute rush that can lead to missed sales and pull-your-hair-out stress!

Why Early Planning Pays Off

Planning now means your liquor store can:

• Lock in supply before high-demand items are difficult to find
• Prepare a holiday season budget
• Take time to plan in-store marketing
• Make sure all licenses and compliance measures are in order
• Train associates in sales tactics and holiday customer service

What to Plan for Now

Inventory selection and ordering
Last year, which SKUs were in short supply and which were overstocked? Make a list of core seasonal favourites, such as whiskey, sparkling wines, liqueurs and holiday-themed liquor products. Be ready to place orders in the fall. Review last year’s alcohol product trends and find out if there are any new products trends.

Seasonal promotions & gift bundles
Decide what promotions you’ll run in-store. Make a note of where you’ll place displays and signage. Plan bundles and gift baskets and estimate the number of SKUs you’ll require for each. Consider pairing products such as wine with gourmet snacks; whiskeys and tumblers; cocktail kits with spirits and mixers.

Marketing calendar
Create an in-store and website/social media marketing calendar that covers December through New Year’s eve. This gives you time to plan signage, take photos, create graphics, and create social media or website content. Early promotion builds anticipation and let’s people know your store is THE destination for holiday liquor and gifts.

Plan holiday staffing & training
If you had staffing problems last year, discuss holiday scheduling with employees now, and if you’re hiring new staff to keep up with the increased sales volume, plan for it now. Ensure that associates have ample sales training and know what promotions are being run over the holidays.

Compliance checks
If you plan to extend opening hours through the holiday, host tastings, or introduce new promotions, confirm that all activities adhere to BC liquor licensing terms and conditions.

In-store experience
Plan in-store decorations, window décor and displays. A festive atmosphere puts customers in good spirits.

Thrive Advisors Can Prepare You for a Jolly Sales Season

Christmas may feel far off, but the clock is already ticking. The earlier you prepare, the more your liquor store can capitalize. If you need help preparing for this holiday season, contact the BC liquor licensing consultants at Thrive!