This is an astounding statistic. And it’s no April Fool’s joke. On Wednesday, April 1, Drizly’s sales were up 531%, the home delivery service said. For the entire week, sales were up a whopping 461% over baseline, or what we would have expected to see during this time.
Daily sales in prior weeks have been more volatile, but Drizly said it has seen a pattern starting to emerge over the last couple of weeks, with higher increases in sales occurring earlier-mid week.
Drizly says this points to the notion that as more consumers are home during the work week, orders have begun to distribute more throughout the week, rather than fully concentrating on the weekend. Despite this, the company said it is still seeing larger order volumes on the weekends.
Drizly has continued to see its biggest day in sales ever on each Friday since 3/20. To a very large extent, this has been driven by new customers who have accounted for approximately 40% of orders (this is usually closer to 15%). New buyer sales, specifically, were up 1200% over baseline this past week.
Consumers are not only ordering more frequently, but also at a larger quantity per order. Average order size shot up to an average of 50% higher than baseline going in that second week (week of 3/16), indicating that consumers were exhibiting a “stock up” mentality. Drizly saw this begin to drop during the week of 3/23, however average order size reached a new high this past week, up 74% over baseline as recent as this past Sunday, April 5.
Category share remained fairly static over time, Drizly said, with some slight shifts in the direction of wine over the past couple of weeks (up to 44% at various points). This perhaps would point to the idea that maybe people are sticking to their standbys – at least from a categorical perspective – at this time. Over this past week, share has started to shift even closer back towards the norm, with wine coming back down slightly to 41% and beer rising up to 19%.