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As liquor license consultants, we spend a lot of time working with private liquor store owners auditing store performance and finding ways to improve operations, including preparing a liquor store for Christmas and holiday season sales.
According to Finances Online “57 Essential Christmas Shopping Statistics”, holiday shopping accounts for as much as 30% of all retail sales. To realize as much of that potential holiday revenue as possible, you have to use all of the tools and strategies at your disposal.
Let Holiday Sales Data from Past Years Guide You
Check the past few years of holiday sales data to find out best selling SKUs, short stock and surplus stock. Check inventory and order records and POS records.
Stock and Prominently Display Popular Seasonal Alcohol
Don’t make your customers look for holiday season favourites. Prominently display popular holiday categories (sparkling wines, whiskey, spirits, and cream liqueurs).
Need ideas for display placement? Contact a liquor consultant at Thrive Advisors.
Offer Gift Bundles & Baskets for Different Budgets
Shoppers love gift baskets and bundles because they are convenient and save time. Create baskets or product bundles for different budgets. Display baskets and bundles together in the same display. If you are creating your own, it’s an opportunity to cross-sell, or thin out your inventory of slow sellers. Gift baskets and bundles sell, so much so that an entire industry has grown around the demand. Gift baskets account for about 15% of the total gift market according to Gitnux “Gift Market Industry Statistics”.
Don’t Forget Stocking Stuffers
Give stocking stuffers their own display or multiple displays. Displaying them at cash desks can increase impulse purchases and ensure they aren’t overlooked. Endcap (end of aisle) displays are another suitable location for stocking stuffers.
Assign Sales Associates to Aisles
Consider assigning a sales associate to the aisles to attend to customers who may need help. It builds customer rapport and adds a personal touch as they can suggest gifts and alert customers to promos to increase cross-sells and upsells.
Train Sales Associates
Liquor store sales associates are a vital part of your holiday sales strategy. Employees should focus on the basics of customer service: greet, ask questions, suggest gift ideas, thank customers and wish them a Merry Christmas or Happy Holidays as they leave the store.
Decorate the Store & Play Festive Music
Decorations and festive music evoke nostalgia, warmth, and comfort while creating a contagious energy of excitement and anticipation. Decorating your store tells your customers you care. Make more than a token effort. Consider window displays, garlands, decorations, trees and tinsel.
Make it Easer for Customers with a Gift Guide Flyer
Holiday shoppers are busy! In-store gift-guide flyers make their shopping experience easier while also directing them to gifts “curated” by you or your staff. A gift guide can direct shoppers to various categories of products such as bundles, corporate gifts, gifts for whiskey lovers (or wine lovers, beer lovers). You can further categorize your gift-guide by budget.
Ask a Liquor License Consultant How to Increase Seasonal Sales
The liquor consultants at Thrive Liquor & Cannabis Advisors help retail liquor stores succeed all year long. If you have questions about fine tuning your operation for increased sales, take advantage of our free consultation.