The holiday season has traditionally been essential to retailers’ bottom lines. And for wine and spirits merchants, who have been facing declining sales as alcohol consumption rates drop across the board, the months of November and December have become increasingly important.
Beer, wine, and liquor stores get close to 20 percent of their revenue in the weeks leading up to the holidays—and some find that, with the right offerings, events, marketing plan, and extra elbow grease, these exhausting months can deliver even further returns to their bottom lines.
We spoke with retailers across the country to find out what works, from strategic behind-the-scenes planning to on-the-floor product pushes.
Offer extended shopping hours
When it comes to anticipating customer needs, put yourself in their shoes. This time of year can be chaotic, so anticipate and meet that chaos with solutions and sanity.
“When I write my newsletters, I try to think about what I would want in my house,” says Samanta Ettore, the owner of wine-sense in Andover, Massachusetts. “How can I get the help I need, but from the wine retailer? This customer-first mindset drives everything, from my signature holiday packages, to my willingness to open at 9 am on what would normally be a closed Monday, simply because the Whole Foods across the street is bustling with holiday shoppers.”
Like Ettore, Sage Wine and Spirits owner Jes Rich also extends the Ballston Spa, New York, shop’s hours and clearly communicates these additional hours and days across digital channels.
“I make sure that my hours are clearly posted on Google, Yelp, my website, Instagram, and the shop door,” Rich says.
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Lead with hospitality
Ettore thinks about the different stages many of her customers are in with their planning process and their level of wine knowledge, and tries to accommodate a range of needs.
“I let people know that we’re here to help them with pairings, from private appointments for organized planners or corporate clients who want dedicated consultations, to email menu consultations, and even text-based pairing advice for last-minute shoppers,” Ettore says. “It translates to more stress and more work, but this is the season where we have to give it our best.”
At Millesima in New York, which draws customers with a range of budgets, general manager Fabrizio Germano creates à la carte and custom gift sets that start at $40 and surge past $2,000.
“We work with individuals and on the corporate level for gifts that feel personal and are truly memorable,” he says. “They always include a beautiful box with a handwritten card, and they are completely customizable.”
Promote holiday specials and events on social media
Because many people live and shop on their phones, getting social during the holidays is crucial. Close to one-third of consumers research their purchases on social media before making them, according to the State of the Consumer 2025 report from management consulting firm McKinsey & Co., and according CGA Strategy Powered by NIQ data, 83 percent of Gen Z consumers are more likely to purchase a food or drink product because they saw it on social media.
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