BACKGROUNDER: HOLIDAY TRENDS 2015
November 18, 2015
● LCBO holiday sales from November 8, 2015 to January 3, 2016 are expected to hit a record of $1.05 billion, up from $1 billion the year prior.
● The busiest shopping days of the year are anticipated to be December 23, followed by Christmas Eve.
● Sales on New Year’s Eve is about $35 million, which is more than twice the daily average for the week of New Year’s.
● The average transaction for last year during the holidays was $48.60, an increase of about $9 from the year before. LCBO expects to see a similar increase for 2015.
● The top seller during the holidays is premium Canadian whiskey followed by premium vodka, gift cards, liqueurs, standard whiskey and California Cabernet Sauvignon.
● 51 per cent of annual gift card sales and 83 per cent of gift pack sales happen during the holidays.
● Ontario icewines and sparkling wines record 35 per cent of their annual sales during the holidays. Celebrity endorsements are on the rise and this year includes Patrick Chan On Ice Riesling Icewine (LCBO # 438861, $34.95).
● Mini, single-serve bottles are on trend for 2015 and add a personal touch. They also help socially responsible hosts make sure wine and spirit pours are of standard size.
●VINTAGES trends include Spanish reds, California Cabernet Sauvignons and Italian wines such as Amarone, Valpolicella and Brunello.
● 33 per cent of total annual sales for sparkling wine occur during the holidays ($25 million in 2014). Trends this year are added dashes of elegance, including gold flakes in Blue Nun 22k gold Edition (LCBO #425199, $14.95) and Moet & Chandon Rose Unfurl the Box Canister (LCBO #424770, $78.50).
● Trends in the beer category include rich and flavourful barrel-aged beers like Great Lakes Bourbon Barrel-aged Imperial Solstice Stout or session IPA’s, like Muskoka Detour, which are lower in alcohol-content and lighter in body – perfect for entertaining.
● In Spirits, Deluxe segments in several categories are far out pacing their premium and standard counterparts. This is particularly the case with Gin, Tequila, and VS cognac, where the deluxe segments are trending up 49 per cent, 22 per cent and 23 per cent respectively.
●Brandy, Cognac, single malt Scotch, Bailey’s and Grand Marnier record 30-40 per cent of their annual sales during the holidays.
● Canadian whisky is the largest whisky category, posting $400 million in sales annually, and are popular holiday gifts. Trending this year for the holidays are new flavor-infusions like Forty Creek Spike Honey Spiced (LCBO #397109, $27.95) and Spicebox Gingerbread (LCBO #438846, $15.95).
● New & exciting spirits perfect for the holidays this year include Antonella Tuscan Tiramisu Cream Liqueur (LCBO # 410860, $27.80), Criollo Bourbon Dark Chocolate Liquor (LCBO # 428425 $18.95) and Chantilly French Cream (LCBO # 424044 $29.95).
● LCBO encourages everyone to enjoy responsibly this holiday season and to not drink and drive. For 0 per cent cocktail ideas, recipes and responsible hosting tips visit deflatetheelephant.com.
● Through the LCBO’s funding of the Ontario Deposit Return Program (ODRP) and municipal curbside Blue Box programs, 93 per cent of our bottles and cans are kept away from landfills. Please take your empty beverage alcohol containers to The Beer Store for a full deposit refund.