Arielle Cruz
Alcohol sales tend to increase during the holidays, with people attending more parties, having time off work, and spending time with friends and family. The biggest day for alcohol sales in the United States is Fat Tuesday, with Americans consuming an average of 4.5 drinks. This is closely followed by New Year's Eve, with an average of 4.4 drinks consumed, and St. Patrick's Day. Interestingly, while New Year's Eve sees a huge increase in sales at liquor stores, Christmas is the most popular day for alcohol deliveries, as people are more likely to stay home and have their drinks delivered.
| Characteristics | Values |
|---|---|
| Day with the highest alcohol sales | Fat Tuesday |
| Average no. of drinks consumed on the day | 4.5 |
| Second highest day for alcohol sales | New Year's Eve |
| Average no. of drinks consumed on New Year's Eve | 4.4 |
| Third highest day for alcohol sales | St. Patrick's Day |
| Day with the most alcohol deliveries | Christmas |
| Day with the most alcohol sales in bars and clubs | The day before Thanksgiving ("Black Out Wednesday") |
| Day with the most alcohol sales from liquor stores | New Year's Day |
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Fat Tuesday/Mardi Gras
Fat Tuesday, also known as Mardi Gras, is the day with the highest alcohol sales in the United States. On this day, Americans consume an average of 4.5 drinks, making it an even more popular drinking day than New Year's Eve and St. Patrick's Day. The day marks the last day before Lent, a Christian tradition of fasting and abstinence in the 40 days leading up to Easter.
Mardi Gras is a festive celebration that occurs annually and is observed by partaking in indulgences, including drinking and feasting. The holiday has become synonymous with alcohol consumption, and many specialty drinks are associated with the occasion. Mobile, Alabama, for example, is known for its hurricanes during Mardi Gras, a cocktail made with orange juice, grenadine, lime, passion fruit, mango juice, and rum, topped with ginger beer. Other popular drinks include the Mango, Sour Apple, and Purple Piña Colada.
The holiday is also an opportunity for businesses to promote alcohol sales and capitalize on the increased demand. Bars and liquor stores experience a significant boost in revenue, with some reporting an 84% increase in total revenue on holidays like Mardi Gras and New Year's Eve. This is further evidenced by DoorDash data, which shows that Christmas, Christmas Eve, and Thanksgiving Eve are among the top days for alcohol deliveries as people gather with family and friends.
Mardi Gras is not just about drinking, though. It is a cultural celebration filled with parades, music, and vibrant costumes. The holiday holds religious significance for Christians as a final day of celebration before the more solemn period of Lent.
Overall, Fat Tuesday, or Mardi Gras, is a day marked by revelry and indulgence, making it the day with the highest alcohol sales in the United States. It is a time for festive celebrations and special cocktails, contributing to a notable spike in alcohol consumption and sales across the country.
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New Year's Eve
While New Year's Eve is a time for celebration, it is important to remember to drink responsibly. Drinking and driving is extremely dangerous and can lead to serious accidents and injuries. In the United States, New Year's Day is the number one day for DUIs, so it is crucial to make safe transportation arrangements if you plan to drink.
In addition to the increased alcohol sales, New Year's Eve is also a popular night for bars and lounges. In recent years, the options for alcoholic beverages have become more varied and festive, with innovative low- and no-ABV drinks gaining popularity. As people gather with friends and family to ring in the new year, alcohol consumption increases, and liquor stores see a significant boost in sales.
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Christmas
When it comes to specific beverage categories, sparkling wine and champagne experience a notable surge in sales during the Christmas period. Still wine sales also increase, although they are more prevalent during other holidays such as Valentine's Day, Mother's Day, and Easter. Brown spirits, such as cognac and whiskey, witness a dramatic sales lift during Christmas. Cognac sales, in particular, can rise by up to 104% from Christmas to New Year's Eve.
Beer, flavored malt beverages (FMBs), and ciders see a more modest increase in sales during Christmas, with a sales lift of around 8% over the average two-week period. However, craft beers with diversified flavors and styles tend to outperform other beer segments during the holiday season. Overall, the variety of alcoholic beverages consumed during Christmas continues to expand, making it a lucrative time for alcohol retailers and delivery services.
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$20.36
Thanksgiving Eve
The holiday has also seen a rise in takeout orders, with a 21% increase compared to the previous Wednesday, and a 16% bump for dine-in orders. Pizza, bread, and desserts are in high demand, while soup and salad sales tend to decrease. Restaurants that remain open on Thanksgiving Eve may experience a significant increase in transactions and total sales.
On average, men consume 3.1 drinks, while women consume 2.4 drinks on Thanksgiving Eve. This holiday also sees an increase in binge drinking, with 3% of males and 2% of females reporting blackouts.
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St. Patrick's Day
The day is a major holiday for bars and restaurants, with one-third of 15,000 US consumers surveyed saying they visit a bar or restaurant on St. Patrick's Day. Beer sales are not the only driver of sales on this day. Spirits sales also see a boost, with a 153% increase in 2018 compared to an average day. Irish whiskey, in particular, is a growing category, generating almost $2.1 billion in sales over the last 52 weeks and driving sales of $190 million in March 2018, a 6% increase from the previous year.
When it comes to the top-selling beers on St. Patrick's Day, Coors Light, Miller Lite, and Guinness Draught are the top three choices in the United States. While Guinness is a popular choice, it is worth noting that other beers, such as Modelo Especial in Los Angeles and Michelob Ultra in Dallas, also compete for the top spot in different regions.
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Frequently asked questions
Fat Tuesday is the biggest day for alcohol sales in the United States, with Americans consuming an average of 4.5 drinks. This is closely followed by New Year's Eve, with an average of 4.4 drinks consumed.
Yes, St. Patrick's Day, Christmas, Thanksgiving Eve, and the Fourth of July are also popular days for alcohol sales.
Yes, alcohol sales tend to increase during the holidays, with people attending more parties, having time off work, and spending time with friends and family.
