December held 32% share of all gift orders in 2020 versus 20% in 2021, Drizly said. But it added other months are seeing gift business grow. Throughout the past year, no month had below a 6% share of gift orders. March held a 9% share, while four months had an 8% share (February, April, January, and May), three months had a 7% share (June, October, and September), and three months had a 6% share (November, August, and July).
That’s compared to 2020, when January, February, and March were all slow gift months with three percent of share or less.
“We believe the shift toward a growing gift order share is a result of increased awareness of the gifting functionality on Drizly, which has skyrocketed amidst the pandemic,” says Liz Paquette, Drizly’s head of consumer insights. “Alcohol has long been a favorite gift item, but growth in e-commerce and delivery in the industry has allowed colleagues, friends, and family to send alcohol gifts from afar within the hour.”
Across the United States, beverage alcohol e-commerce has an annual growth of about 20 percent, according to IWSR. E-commerce awareness and interest saw a boost over the past couple of years; The IWSR notes that 54% of online beverage buyers in the country made their first purchase during the pandemic.