SCHAUMBURG, Ill. — The Nielsen Co. here is projecting an increase in the purchase of alcoholic beverages at off-premise locations for holiday gifts this year.
“Alcoholic beverages as gifts, especially those with value-added packaging, can fit most holiday shopping budgets and represent a more economical alternative to bigger ticket items,” said Richard Hurst, senior vice president of beverage alcohol at the Nielsen Co., in a statement. “Retailers should consider multiple store display locations to capitalize on impulse purchasing, as well as providing gift accessories nearby, such as bottle openers, gift bags, mixed drink party pack ingredients and glassware.”
Hurst observed many supermarkets, convenience stores and mass merchants are already capitalizing on the trend toward dining-in and drinking-in, by expanding their alcoholic beverage selection. “And as we’ve seen in the past, some states may experiment with extended hours for alcoholic beverage purchases, such as Sunday sales for an additional boost,” he said.
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