Drizly reports Halloween weekend sales were up 22% compared to the average sales of the past four weekends in October. On the day of Halloween, Sunday the 31st, sales were up 11% compared to the average of the previous 4 Sundays.
Drizly’s average order value was also up, increasing 5.2% on the day of Halloween compared to the previous 4 Sundays, which may suggest that customers buy slightly more when shopping for occasions.
In the liquor category, tequila continues to see growth as a trending subcategory – particularly during holiday and celebratory occasions like Halloween.
Consumer demand for champagne and prosecco isn’t slowing down. As we approach holidays like Thanksgiving, Christmas and New Years with supply chain concerns, consumers will continue to seek these products and may need to look to alternatives with expected shortages.
Despite uncertainties on how consumers will celebrate holidays in 2021 as the country continues to open up and restrictions ease, key events and occasions like Halloween are still driving sales for at-home consumption.
Compared to 2020 Halloween sales, liquor held the top-selling category on Drizly, but eased a bit to 41% from 45% while wine experienced year-over-year gains from 32% to 38%. Beer sales were down year-over-year from 20% to 18%.
Red wine increased in share to 34% from 32%over Halloween weekend compared to October 2020. White wine dropped slightly from 28% to 27%, Champagne dropped slightly from 14% to 13%, Ready-to-drink share gained from 3% to 4% over Halloween weekend, Silver/Blanco Tequila gained share from 10% to 12%, and hard seltzer increased share over Halloween weekend from 21% to 24%.
Champagne and prosecco continued to be a consumer favorite over Halloween weekend, as well as red wine, with Meiomi Pinot Noir Red Wine moving from the #9 to #7 best-selling wine on Drizly.
Tequila was a winner among customers in the liquor category on Halloween. Espolòn Tequila Blanco gained share from the #8 spot in October overall to #3 on the holiday weekend, and Clase Azul Reposado Tequila moved into the top 10.
RTDs also maintain their popularity for holiday moments, with High Noon Hard Seltzer Variety Pack moving into the #6 spot on Halloween weekend, a significant scale from its #21 spot in October overall.
Hard seltzer SKUs continue in popularity, with White Claw Hard Seltzer Variety Pack Flavor Collection No. 1 moving from the #2 to #1 best-selling beer on Drizly on Halloween weekend compared to October sales overall.
Among fast-growing products, La Marca Prosecco has scaled, moving from the #6 top-selling SKU across all categories in 2019 to #2 in 2021. Similarly, Veuve Clicquot Brut Yellow Label Champagne grew from #75 in 2019 to the #20 top-selling SKU across all categories on Halloween weekend.